Sales Letters that Work

When was the last time you received a letter from Publisher's Clearinghouse? If you are like the rest of the world, you have opened that envelope to get the annual sales letter from one of the most recognized brands in the world. Who hasn't heard that they might be the next winner of the million dollar prize? Heck, every sales letter includes the possibility of you being the next big winner. And yet, when was the last time you or someone you knew won something via the Publisher's Clearinghouse promotion?

Contrary to popular opinion, letters still have an effect with the public. Whether it is the visual design or the written language, words still have meaning in a world dominating by images. Whether it is Publisher's Clearinghouse or your storefront operation, sales letters are an effective method for growing your business. Annually, Publisher's Clearinghouse convinces people to order magazines they do not want for the hope of becoming the next big winner. How do they do this? It's simple, hope leaps off the page and into the mind of the reader, hypnotizing them into the belief that they will win. That is a bit extreme but is it wrong? When a sales letter works, it works because of the mental connection between the images the letter paints and the reader's passion point for that image. When it connects well the reader is more likely to push forward with the opportunity. When it fails to connect the letter ends up in the garbage along with every other piece of useless mail received that day.

A successful sales letter must always have a personal touch to it. When a prospect has no personal connection with the letter it is likely to never be read. On the other hand, when the sales letter is personal the connection is immediate. The Publisher's Clearinghouse is notorious for including the name of the prospect throughout the sales letter. Beyond just the mailing address, in special places throughout the letter and accompanying materials, the name of the prospect is splashed. When a sales letter fails to connect the likelihood is that it was not make personal enough for the prospect.

Sales letters should include three essentials that bait the prospect into not only reading the letter but responding to the ask that is at the heart of the letter. Every sales letter has an ask situated in the letter. A sales letter that does not involve an ask is not a sales letter at all. It is a brochure or informational mailer. A sales letter enlists a prospect to respond in some way.

When writing a sales letter, think of Publisher's Clearinghouse and what they communicate. You need to first and foremost communicate why you are writing. This buy-in stirs a prospect with the notion that you understand where they are right now and your product or service can solve that problem or make it more manageable. Publisher's Clearinghouse leverages the fact that everyone wants to be rich as its nerve center.

The second step in a sales letter is making or stating your case. When you are communicating with a prospect for the first time you have prove that not only do you understand their problems but how your product or service can solve them. The first step said you could solve the problem the second step conveys how. You have three points to prove in the second step of the sale letter. You have to prove that it is going to be successful. Also, that it is worth doing. Lastly and most importantly, you have to convince the prospect that you can deliver.

When you receive a letter from a financial planner or insurance agent, their promises are hinged on their ability to service you better than your current financial planner or insurance agent. They can list their credentials throughout the sales letter. What you want to know is if they can help you. Your ability to display your solutions ability is essential in the sales letter.

The third step of the sales letter is a matter of discipline and that is, think steps not an end. It is very rare for a prospect to be converted into a customer based on one sales letter. So if your letter does not immediately increase your sales, do not throw in the towel. It is more likely that a prospect will investigate more. So plan the next step for them. If you can, follow up with a second letter or a phone call that pushes them to the next stage of becoming a converted prospect.

Oftentimes after you talk to someone on the telephone from a company like AT&T they will follow-up with an email that hits the high points of the conversation and include ways to communicate back with them. Additionally, they may include documents to cement portions of the conversation. Do not be so quick to close the deal that you fail to understand every dynamic that goes into the decision-making of a prospect.

Sales letters need to build doors to new business. If they try to accomplish more than that you will find yourself receiving a minimal response from prospects. The sales letter should introduce the potential of a deal. Anything more than that will feel pushy or overtly strong. None of which you need to communicate to a prospect.

Success at writing prospects with sales letters can be measured by your ability to continue to convert them from one place in the conversion process to the next. They will not marry you until they know you are going to bring value to their lives. That happens when you have established yourself as more than an acquaintance, but as a friend.