THE SELLING SECRETS OF MILLION DOLLAR SALES LETTERS
Regardless of what you're trying to sell, you really can't sell
it without "talking" with your prospective buyer. And in
attempting to sell anything by mail, the sales letter you send
out is when and how you talk to your prospect.
All winning sales letters "talk" to the prpspect by creating an
image in the mind of the reader. They "set the scence" by
appealing to a desire or need; and then thet flow smoothly into
the "visionary" part of the sales pitch by describing in detail
how wonderful life will be and, how "good" the prospect is going
to feel after he's purchased your product. This is the"body or
guts" of a sales letter.
Overall, a winning sales letter follows a time-tested and proven
formula: 1) Get his attention 2) Get him interested in what you
can do for him 3) Make him desire the benefits of your product so
badly his mouth begins to water 4) Demand action from him-tell
him to send for whatever it is you're selling without delay- any
procrastination on his part might cause him to lose out. This is
called the " AIDA' formula and it works.
Sales letters that pull in the most sales are almost always two
pages with 1 1/2 spaces between lines. For really big ticket
items, they'll run at least four pages- on an 11 by 17 inch sheet
of paper folded in half. If your sales letter is only two pages
in length, there's nothing wrong with running it on the front and
back of one sheet of 8 1/2 x 11 paper. However, your sales letter
should always be letterhead paper- your letterhead printed, and
including your logo and business motto if you have one.
Regardless of the length of your sales letter, it should do one
thing, and that's sell, and sell hard! If you intend to close the
sale, you've got to do it with your sales letter. You should
never be "wishy-washy" with your sales letter and expect to close
the sale with a color brochure or circular. You do the actual
selling and the closing of that sale with your sales letter- any
brochure or circular you send along with it will just reinforce
what you say in the sales letter.
Ther's been a great deal of discussion in the past few years
regarding just how long a sales letter should be. A lot of people
are asking: Will people really take the time to read a long sales
letter. The answer is a simple and time-tested yes indeed!
Surveys and tests over the years emphatically proven that longer
sales letter pull even better than the shorter ones, so don't
worry about the length of your sales letter- just make sure that
it sells your product for you!
The "inside secret" is to make your sales letter so interesting,
and "visionary" with the benefits you're offering to the reader,
and he can't resist reading it all the way through. You break up
the "work" of reading by using short, punchy sentences,
underlining important points you're trying to make, with the use
of subheadlines, indentations and even the use of a second color.
Relative to the brochure or circulars you may want to include
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