1. Never forget that people don't buy features, they buy benefits - This is so basic as to be trite. Yet it's one of the most common sales letter mistakes small business owners make. For example, we've all heard or read the expression, "People don't buy a post hole digger, they buy a post hole." Now let's say you're a real estate agent with 20 years of experience. The fact that you're an experienced real estate agent is analogous to "post hole digger." But your documented 20-year track record showing that you -- on average -- will move a property within 36 days of listing it…and move it for no less than 5% of the original asking price, that's the post hole/benefit. Think! What are the BENEFITS that YOU can offer to your clients? List them down before YOU start your letter.
2. Never forget that specifics are what give your benefits power, punch and salesmanship - Note the specifics in the above example. The agent has a documented track record (a paper trail to back up her claim) and the track record shows (a) she moves a property within 36 days of listing it and (b) within 5% of the original asking price. Never speak in general terms when you can use a specific. Think! Be SPECIFIC! Quantify, Describe the benefit!
3. Never forget that a sales letter is the most personal and direct form of advertising you will ever create - As such, your success depends largely on your ability to make your customer or prospect feel as though you sat down at the keyboard…and carefully and thoughtfully composed a letter just for him or her. Freelance direct mail writer Harry B. Walsh puts it this way, "The tone of a good direct mail letter is as direct and personal as the writer's skill can make it. Even though it may go to millions of people it never orates to a crowd but rather murmurs into a single ear. It's a message from one letter writer to one letter reader." Mr. Walsh suggests telling a story as one effective way of making a personal connection with your reader and I agree. Take our real estate agent. She no doubt has accumulated many unique stories over the years that convincingly illustrate the benefits of using her services. And she would be wise to include a few of them in her sales letters. Think! Share A Story In Your Letter Or Share An Experience!
4. Never forget to use the magic words - In Denny Hatch's great book, Method Marketing, he writes about the time early on in his career when his boss gave him a half-hour lecture on direct mail. According to Mr. Hatch, at one point his boss pulled out a column from the old Saturday Review wherein the writer, humorist Goodman Ace, listed what he considered to be the twelve most powerful and evocative words in the English language. Those words are:
you, save, money, easy, guarantee, health, proven, safety, discovery, new, love, results.
you, save, money, easy, guarantee, health, proven, safety, discovery, new, love, results.
To these twelve Hatch adds one more -- FREE -- citing legendary direct marketer Dick Benson who said, "'Free' is a magic word." So, for that matter, are the other twelve. Look for every opportunity to use these thirteen magic words in your sales letter copy. Use them properly and they will work magic on your response rates. There are ONLY 13 Words. Try to use them everytime! InsyaAllah it will work!
5. Never forget to make an offer - This is another reminder that is so fundamental and so basic I hesitate to include it. But based on the fact that only one letter submitted for this column included an offer, I feel compelled to do so. Your offer is the stimulus for ACTION. The stimulus ISN'T your product or service, it's the DEAL. The quid pro quo (literally "this for that" in Latin). For example, you offer your customer or prospect a free trial, free demo, a Free Special Report or White Paper, a limited time special price, a free gift. In exchange for accepting your offer they agree to do something of value for you. NOTE: Your offer must match the commitment you're asking the prospect to make.
When crafting your next sales letter remember to apply the principles and pointers contained within these five Never Forgets. If you do, chances are you -- and your sales letter -- will enjoy more success.
FInally, THINK of an OFFER that is to good to be refused. It can be in a form of a GUARANTEE.
