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Regardless of what youre trying to sell, you really cant 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 prospect by creating an image in the mind of the reader. They set the scene by appealing to a desire or need; and then they 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 hes 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: l) 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 lo water; 4) Demand action from him tell him to send for whatever it is youre selling without delay- any procrastination on his part might cause him to lose out. This called the AIDA for mula 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, theyll run at least four pages on an 11 x 17 inch sheet of paper folded in half. If your sales letter is only two pages in length, theres 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 on 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 thats sell, and sell hard! If you intend to close the sale, youve 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 re in force what you say in the sales letter. Theres been a great deal of discussion in the past few ears 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 prove that longer sales letters pull even better than the shorter ones, so dont worry about the length of your sales letter Just make sure that sells your product for you! The inside secret is to make your sales letter so interesting, and visionary with the benefits youre offering to the reader, that hand resist reading it all the way through.
You break up the work of reading by using short, punchy sentences, under lining important points youre trying to make, with the use osu-headlines, indentations and even the use of a second color. Relative to the brochures or circulars you may want to include with your sales letter to reinforce the sale providing the materials youre enclosing are of the best quality, they will generally reinforce the sale for you. But, if they are of poor quality, look cheap and dont complement your sales letter, then you shouldnt be using them. Another thing, it will definitely classify you as an independent home-worker if you hand-stamp your name / address on these brochures or advertising circulars. Whenever possible, and so long as you have really good brochures to send out, have your printer run them through his press and print your name / address even your telephone number and company logo on them before you send them out. The thing is, you want your prospect to think of you as his supplier the company -and not as just another mail order operator.
Sure, you can get by with less expense but youll end up with fewer orders and in the end, less profits. Another thing thats been bandied about and discussed from every direction for years is whether to use a post office box number or your street address. Generally, its best to include both your post office box number, AND, your street address on your sales letter. This kind of open display of your honesty will give you credibility and dispel the thought of you being just another fly-by-night mail order company in the mind of your prospect. Above all else, youve got to include some sort of ordering coupon. This coupon has to be as simple and as easy for the prospect to fill out and return to you as you can possibly make it.
A great many sales are lost because this order coupon is just too complicated for the would-be buyer to follow. Dont get fancy! Keep it simple, and youll find your prospects responding with glee. Should you or shouldnt you include a self-addressed reply envelope? There are a lot of variables as well as pros and cons to this question, but overall, when you send out a winning sales letter to a good mailing list, a return reply envelope will increase your response tremendously. Tests of late seem to indicate that it isnt that big a deal or difference in responses relative to whether you do or dont pre-stamp the return reply envelope.
Again, the decision here will rest primarily on the product youre selling and the mailing list youre using. Our recommendation is that you experiment try it both ways with different mailings, and decide for yourself from there.
Free research essays on topics related to: mail order, mailing list, post office, youre, prospect
Research essay sample on Mailing List Mail Order
