Posts tagged sales letter

Your sales letter (or sales pitch) can make or break your marketing campaign.  Before you create a single ad, whether it be a post card flier, a telemarketing sales pitch, an email letter, or a 30 second TV or radio commercial, create the perfect sales letter first.  Once it’s done, you will have a strong template from which you can adjust for any type of marketing medium.

1. Identify the prospects problem (hook them).

Imagine your prospect giving you 5 seconds to keep his attention.  Don’t waste the precious time doing anything other than expressing the problem.  There is a difference in identifying the problem and relating to the problem (see must have #2).  Expressing the problem is done by writing a catchy headline.  It’s your chance to keep the prospects attention for an additional 5 seconds.  What we’ve accomplished so far is “the hook.”  Now lets start to reel them in closer.

2.  Relate to the prospects problem (comfort them).

Now it’s time to relate to the prospect by personally relating to his problem.  This may sound confusing, but trust me, it’s not.  Here, you need to express that you’ve had the same problem; that you know what it’s like to be in the same situation.  Be creative here and make sure you talk in the past tense.  You “had” the problem, now your going to introduce the solution, which leads us into must have #3. Read the rest of this entry »