Tag Archives: sales letters

10 ways to transform your sales letters

Big Tick

Do you write letters for business? What happens to them?

We all write letters. Some of them are emails, some of them are to sell our products or services. Most of it is junk mail, and therefore a waste of time and money.

Consider the junk mail you receive. What makes it junk? Is it because the product or service being offered is of no value to you, or some other reason? Do you reject it out of hand within, say, 3 or 4 seconds? Well, perhaps that’s exactly what happens to the letters you send out. But it doesn’t have to be that way.

If your letter is dumped immediately, you have wasted your time and money.

If your letter gets read and then dumped, you have not only wasted your time and money, you have also begun the process of training others to ignore you.

What’s worse is the low level of expectations. I once saw a testimonial from an SME thanking a copywriter for increasing their conversions from 0.58% to 0.7%. Although that was a 21% improvement, it was still a 99.3% failure rate!

There will almost always be a high rate of wastage, but you can improve your results quite easily, and at no extra cost.

Here are 10 elements to include in sales letters to transform results:

  1. Strapline: at the top of the page, it sets the scene for the Headline’s ‘come on’.
  2. Headline: absolutely essential, it must contain your strongest ‘come on’ and is worth 90% of your budget. (What – you don’t have a headline?!).
  3. Sub-heads: these are short headlines in bold type that break up the text and project a series of benefits, while making it easy for readers to skim read.
  4. Problem/solution: the best structure.
  5. Stories: they illustrate your message in memorable ways and allow you to make your points indirectly.
  6. Bullet points: use these to make your letter more visually interesting.
  7. Testimonials: third party endorsements are powerful.
  8. Transitions: these bridge the gaps between different ideas and maintain the flow.
  9. Call to action: Always tell people what to do next, but first make sure you have given them enough reasons to accept your offer.
  10. PS: this is the third most read part of a sales letter (after the Headline and salutation) and should never be omitted.

In addition, elegant language and good grammar play important parts, but I assume these are ‘given’. The 10 points listed above are all in the armoury of good copywriters.

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More Sales Letter Secrets

Yesterday I gave you the first two of seven sales letter secrets.

Here are numbers 3 & 4.

3. Create an offer that’s hard to resist
• You must MAKE AN OFFER
• Address the question, What’s in it for me?
• Make a ‘soft offer’, i.e. one that requires minimal commitment. If you require a ‘Yes/No’ response it’s a Hard Offer.

4. Aim to create ACTION
• Always have a response device
• Write the response device first
• Give a compelling reason to reply

People sometimes ask, “What’s a response device?” It’s simply the card or piece of paper that people use to reply to your offer. It could be the order form or just a way of saying Yes or No to your offer. Always make it easy to reply, and remember that the more replies you get (in cluding NOes) the more Yes replies you will get.

To increase your level of response, consider offering a benefit that costs nothing to accept, such as a prize draw or a free e-book, and offer some additional benefit for replying immediately, such as a seven-day discount.

Mind you, I expect you are thinking, “But I’m not a professional copywriter. Where can I find one?” The answer is here: 0845 165 9240.

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