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SALES LETTERS THAT GET
READ
5 Ways to Write Compelling Sales Letters Sales
letters are practically as old as marketing itself. But they’ve stuck around
this long for a good reason: They work. Well, they work if you write them effectively—that
is, in a warm tone that’s direct, conversational and not too sales-y. Even
if you’re sending the letter to thousands of people, you can still give it
the feel of a personal communiqué. Here are five ways to formulate
effective sales letters, both e-mail and snail-mail versions. 1) TELL
A STORY
This is the classic approach often used in magazine solicitations.
“Two years ago, I weighed 375 pounds and rarely left the house. Exercise
was not an option. I was obsessed with food ... yet it was slowly killing me.
Then I subscribed to Prevention magazine and, my outlook began to change. I learned
about good nutrition and simple exercise programs. Now, I’m 150 pounds lighter
and enjoying life like never before.” This format is appealing to readers,
because it tells a story they can relate to or empathize with. 2) ASK
QUESTIONS
When you ask a question, it begs an answer. It’s an interactive
format that gets your reader thinking and involved. Some letters ask a series
of questions that the reader will likely answer “yes” (or “no,”
depending on how it’s phrased). For example: “Have you ever
looked at your spouse and wondered how you’d gotten to this point—so
little in common, barely enough time for each other, no more spark? If we told
you we had the secret to reviving your marriage, would you be interested? And
what if we told you this product would cost under $100—that’s less than
one session at a marriage counselor?!? 3) GIVE SOMETHING AWAY
Freebies
are always appealing to readers. We Turtles offer a FREE report, “20 Top
Tips for Better Business Exposure,” to those who sign up for our e-zine (electronic
newsletter). We also provide FREE, one-hour consultations to prospective clients. What
are some free things you could market right now? An e-zine or special report?
A newsletter? A booklet, brochure or consultation? Think about it ... then promote
it in your next sales piece. 4) SCARE ‘EM A LITTLE
By highlighting
a problem or fear your readers may have, you might push just the right buttons.
For example: “You may feel immune from insect damage, but did you know that
termite and carpenter-ant infestations are up 20% in New Jersey? Don’t take
a chance. Now’s the time to call Bug-Off Exterminators for a free home inspection.” 5)
DROP NAMES
Mentioning someone the reader knows gives you instant credibility
and makes a personal connection. For example: “Your friend Alice Jones told
us you could use a little pampering. That’s why we’re inviting you to
check out our new spa. A gift certificate for a free manicure is enclosed.” Of
course, you need to obtain the permission of “Alice Jones” before using
her name. Need to write a compelling sales letter? At a loss for words?
We
can help.
Contact
the Turtles TODAY for sales that get read.
Or, visit our
Web site
to learn more about us and our services. | 