In sales one of the first strategies people employ is to blanket their market with sales letters or e-mails in attempt to single out the most interested parties.
This is a fine idea, but it is incredibly important to make sure that your sales letter is exciting before you spend money to distribute it. If the letter is boring, confusing or unappealing your campaign could cost you dearly.
Some sales letters really grab your attention. Some go directly into the trash. Below are 10 steps outlined by Alexi Neocleous that will make your offer too good to refuse.
Step One: Be sure you have completed your market research. You should know who your ideal client is and what problems you are helping them solve.
Step Two: Go out and collect models to put in your own "swipe" file. Keep sales letters that have caught your attention. You should always copy successful models.
Step Three: Create, or better yet copy, a great headline that stands on its own. Magazine covers and news articles have great examples of enticing headlines.
Step Four: Create, or swipe sub-headlines. Be sure they too are in "caps." These headlines should follow the initial "grabber" headline and draw your customer into the body of the letter.
Step Five: Start with "Dear Friend" and then mention the market's massive problem or list your benefits.
Step Six: Don't be afraid to add an extra "eye-catcher" or "grabber." Use a bolded headline to break up a large body of text and keep your customers eyes moving.
Step Seven: Get straight into the offer at this time. What are you selling, what's the deal, how can you solve the problem?
Step Eight: Address the offer so the prospect fully understands why you are sending the offer to them. Be brutally honest and close the first page on a "cliff hanger."
Step Nine: Make sure you have included headlines throughout with bold print, key points. Let the key points pull the reader through the letter.
Step Ten: Add a benefit's list. Put the dollar signs in their eyes. Articulate the benefits in a specific manner. Then explain the reason why the benefit is good. Testimonials are effective here as well.
"Don't forget that you are here to solve the client's problem. This process is not about you. It is about your client." - Alexi Neocleous
Also remember to respect your customer. Don't insult their intelligence by trying to be sneaky, just be honest and excited about the benefits of your product or service.
For an example of a very successful sales letter including expert analysis from Blair Singer and Alexi Neocleous please refer to our Automatic Lead Generator System Training Kit.