| 1) |
If possible,
use the prospects' name and title. |
| 2) |
Make the sales letter friendly
and personal. |
| 3) |
Be descriptive
and pepper the letter with anecdotes and case studies in order
to capture the reader's interest. |
| 4) |
Try to write like you talk. Read
your first draft aloud to see if you've achieved a
conversational tone. |
| 5) |
Keep your
paragraphs brief and use simple, evocative language. |
| 6) |
After writing your first draft,
put it aside for a day and then read it as if you were the
prospect. Examine your response. Would you toss this one into
the circular file, take action and buy, or put it aside to act
on it eventually? |
| 7) |
If you want a
honest appraisal of your letter, ask a friend or colleague to
read it without telling them that you are the author. Solicit
their comments and criticisms. |
| 8) |
While keeping to a standard
format (one- inch margins, plenty of white space, a 10 or 12
point fonts) go for something eye catching like brightly colored
paper. |
| 9) |
If you are
judicious in your use of boldface, italics, and caps, they will
be more powerful. |
| 10) |
Always use a P.S. in your
letter. You can repeat your USP, ask for the order or offer a
discount. |
| 11) |
Use
testimonials whenever available. This is another highly
effective but often under-utilized tool. |
| 12) |
Make an offer that is nearly
impossible to refuse! Also, give your customers something of
value for free. |
| 13) |
Send out one,
two or three follow-up mailings. Even if a prospect wants to do
business with you, your first few mailings may be sitting in a
"To Do" pile. |
| 14) |
Shake up procrastinators by
offering great deals with expiration dates. |
| 15) |
Don't just
make an offer, ask for the order! Tell the customer what you
want them to do. Give them step by step instructions. |
| 16) |
Make your sales letter
compelling, exciting, and inviting. |
| 17) |
Besides Free,
other power words are Save, Today, Introducing, Easy, Now,
Amazing, and Breakthrough. |
| 18) |
Whenever possible give a money
back or satisfaction guarantee. Most people won't return things
but it gives them faith in your company. |
| 19) |
Say it and
then say it again. Tell the reader more than once what they
should do. Give your telephone number several times. |
| 20) |
Offer customers a toll-free
phone number and credit card, check, and money order options. |
