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Writing
Sales Letters that Slay ‘em
We all think about slaughtering our competition in
one way or another – but the real key to exterminating your
competition is writing a great sales letter that contains killer
copy.
A sales letter must grab the attention of your
prospect right out of the gate with an opening statement that sucks
them into reading your entire letter.
(example: Calendars Boost Sales Throughout The Entire
Year)
Once you have their attention with a passionate
headline or a commanding statement, you need to drop your guarantee
in their laps. Then add some case studies or testimonials that give
your promise credibility.
(example: No other promotional product gives you the
year round exposure that a Calendar does. Having your message
viewed day in and day out stretches your advertising dollars when
you market using Calendars).
Your testimonials need to be straightforward and to
the point - you want testimonials from clients that have used your
product and service with quotes of how they benefited from it and
don’t know how they functioned in the past without it. No bull, No
Fluff – don’t change or inflate figures or results – your
credibility is on the line. You want to build a trust and gain
referrals from the new customers your killer copy pulls in.
(example: “We’ve been using direct mail for years
without much return on our investment. Last year Bizarre Promotions
suggested using a small desktop Calendar in our next mailing. We
found a 12% increase in sales within the first three weeks of
mailing out the Calendars – with an overall 18% increase in sales
the entire first quarter. We are already planning an even bigger
direct mail Calendar campaign for this year.” Joe Somebody, Joe’s
Accounting Services).
In closing you must tell your prospect what to do
next – you have their attention with a headline that is second to
none, followed up with a promise about how your service or product
is a service or product they can’t do without.
Telling the prospect to take action as well as
setting a time limit giving them a sense of urgency. Letting
them know if they wait to long they may miss out, should be a key
point within your sales letter.
(example: The Calendar rush is just around the corner
– putting off ordering your 2006 Calendars may result in your
favorite theme being “out of stock”. Order early and save – take
20% off all our Calendars – but you must order now – this offer
expires…).
Looking at the ingredients of a killer sales letter
you must focus on the following:
1. A Statement – that gets the prospects
attention.
2. Benefits - the prospect receives by using
your product or services. Don’t confuse the features of your
product or service with the benefits – remember to tell How Your
Prospect Benefits!
3. Testimonials – reassuring your readers that
others have used your product or service and benefited from it.
4. Take Action – now or they may miss out.
Remember prospects are being hammered everyday with
sales pitches from every angle – keep yours from being a shredder
causality with Sales Copy That Slays ‘em.
Tim Somers
Bizarre Promotions Inc.
Bizarre Promotions Inc. has been providing marketing
solutions through promotional products to businesses for over 16
years. With over 750,000 promotional products and custom
embroidered wearables for every budget.
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