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20 October 1998
Five Steps to
Money-Making Sales Letters: Make your Prospects Want to Buy, Now! Bryan keeps sending out his sales letter but so far he's gotten very few buyers. "I mailed my sales letter. Then I put it on an autoresponder. I even placed it on my web site--but only two sales!" he complains. "Do I have a bad product?" Not necessarily. The problem is usually with the sales letter. People are extremely busy. It's easy for them to skip over even a great offer. Here are some simple changes you can make in sales letters that will greatly increase their effectiveness. These ideas also work for ads, web sites and autoresponder copy. Let's look at a sales letter I recently wrote for Kevin and Paul Needham. Shortly after they took over the popular "Joke of the Day" newsletter, Kevin and Paul needed to announce a special ad deal. They felt it would be a good idea to offer a very attractive low price to loyal subscribers of their AIM Newsletter. Your sales copy only has a second to grab the interest of your prospect. Hit them with a good headline. "Special for the subscribers of AIM Newsletter!" This headline makes the reader feel important, part of a privileged group that is about to get something special. It makes the prospect want to read further. Next the sales letter presents the one big benefit that prospects will find compelling. "NOW..Your advertising message can be featured on the MOST POPULAR joke service on the Internet. SAVE BIG with our limited time Pennies-On-The-Dollar Sale at Joke of the Day. 128,000 prime subscribers at an unbelievably LOW PRICE!" Not everyone will be interested in this offer. But entrepreneurs and businesses looking for a good deal on advertising will jump at the deal. You can bet they will read further into the letter. And keeping people reading is what a good sales letter tries to do. |
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The sales copy needs to do more than just tell people the deal is a good one. It also needs to tell WHY it is going to be an *effective* buy for them. "Nothing gets passed around like a good joke! People love to share. Wouldn't it be great if hundreds of thousands of the Net's best customers spread your ad message along with their favorite jokes? That's the powerful concept behind advertising with Joke Of The Day." The sales copy continues to pile on the benefits. Buyers get:
Then readers get to the best part....a very low price offered only to them: "Normally Joke of the Day's valuable ad space is priced between $20 - $30 CPM. That's quite a bargain in itself. But we want to offer an even better deal to you. "If you place your Joke of the Day ad order BEFORE October XX, 1998--You reach the entire 128,000 subscriber audience for ONLY $300. That's an amazing cost of under $3.00 CPM! You can't get that kind of advertising reach from newspapers, radio, tv, or on the Internet. Only between now and October XX--and ONLY with Joke of the Day--can you reach 128,000 prime subscribers for the price of a cheap TV." Notice how the ad copy includes a deadline. Urging your prospect to act quickly is very important. Busy people tend to put things off, especially if it involves spending money. You don't want to have your prospect 90% sold, then have them put it off and forget about it. Offer them a special price that is only good for a limited time. Finally, you will be way ahead of the game if you figure out ways to send your sales letter several times to the same person. Re-write it a bit. The second time say, "I didn't hear from you the last time I was in touch. I know you're busy and may not have had time to take advantage of my special offer. But it's such a good deal I wanted to remind you and give you a second chance to get ....." By following these simple steps you can greatly increase the money you make using sales letters.
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In addition to writing sales
letters and press releases for the Needham brothers, Kevin Nunley
specializes in copy writing and marketing advice fast and at low-cost
for anyone who needs it. Reach him at DrNunley@aol.com or (801)253-4536.
Read all his marketing articles at http://www.DrNunley.com/
Supercharge your business with his new 50-page website.
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