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The Sales letters ER


Do you have a letter going out, but you are stuck? Here you can get help.

With these ten tips, you will find it easier to write your sales letters:


1. Do you have the right addresses to your audience?
Addresses can be purchased from several companies and you can choose a very selective clientele. If you target a particular profession, talk to the industry association and try to buy addresses from them. There are many ways to get your addresses, but the most important thing is, of course, that you get hold of the right addresses, not to get hold of as many you can.
It's always worthwhile to find and pay for the correct address list.
The question is simple: What is the target audience for my offer and where can I find addresses for them?

2. What is your offer about?
YOU know that your offer is good and that you can rely on YOU, but the recipient doesn't know that. You have to tell him/her and you have to be convincing. Why should your beneficiaries buy your product or service and above all - why should he/she do it now?
It's your job to tell him/her what is so special about your offer. It's your job to show the recipient how your offer is different from others.
You should highlight the benefits of your offer, so that the recipient can understand all the benefits.

3. What does your packaging and contents look like?
We all receive different creative envelopes, boxes etc. with things that rattle inside and shipments that arrive in fun packaging. Are we tired of them? No, we're not.
If I get to choose between 8 ordinary looking letters and one odd looking, I choose the lumpy envelope first. I know it's advertising, but there could be something fun in it for me too.

In other words, I give the company a chance. Create opportunities for your offer by adding something that makes the envelope bumpy or makes it stand out in any other way.
A very good way is to write the addresses by hand. It creates a personal feeling. An envelope's job is to be opened.
Make sure that it tugs at the recipient's curiosity so it doesn't go straight into the trash along with the other commercial flyers.

4. What's the text like?
• The title captures the reader. Imagine yourself in a situation where the title is the only thing you get to write, followed by your phone number. What would the title look like for your product/service?
• Give the customer the first advantage of your offer, aimed straight for their heart.
• Talk about the customer, not about you.
• Count the number of ”you”,”you” and ”your” in the text. They should be far more than the words ”I”, ”we” and ”our”.
• Allow the text to rest a few days and read it again. It is bad, isn't it? The first draft usually is. A couple of days rest does wonders for texts. You'll suddenly discover all the mistakes, ambiguities and errors and adjust them.
• Let a friend or colleague read what you have written. If he/she says:”It's good” then it's really bad. If he/ she says ”Can you really get a gold pen if you respond within 10 days?”then it's really good. You need to get your test readers to REACT on the content, not to be polite. Your recipient is not going to be polite.

5. Does the receiver get the chance to act on your offer?
Find all possible variants to answer. Let them respond with coupons, by telephone, fax, mail or anything you can think of. Make it easy for the recipient to respond. Ideally, one would only need to press a small button inside the envelope to get the order delivered - try to be as close to the solution as possible.

6. How do you test the offer?
Always test your offer on a smaller group of recipients. Send out 100 of letters with an offer and another 100 with another offer and see which offer is viewed as the most attractive before you start sending out your offer in larger quantities.
To have a rough idea of ​​what'll work will prevent you from getting an ulcer.

7. What if no one answers - if no one orders?
Make a plan before you send out your letters so you don't fall into a trap called “low self-esteem” which will tell you that “nobody wants what I'm selling - it's not so strange that no one orders because I'm so bad.”
If the result of your campaign is bad, make sure to have phone numbers to a group of recipients and call them and ask why they have chosen not to respond. It will give you guidance on how to improve the next mailing.

8. What's your budget?
Money is an important issue for content, promotion and monitoring. How much money can you spend on your campaign?
The advantage of direct mail is that you don't have to spend more than you can afford.

9. How do you measure the results?
Always ensure that you can track which offer that has created the most orders by encoding coupons or make minor changes in various deals.

10. How do you answer the recipient 's three key questions?
There are three important questions that the recipient has - and that's the ultimate test of your letter before you send it. Imagine that your receiver is sitting with your letter at the breakfast table with today's letter harvest. He/she is actually looking for a reason to throw your letter away and continue with his/her life.

This is what the recipient thinks of your letter:
• And what's this? (Your job is to tell him/her something amazing.)
• Who cares? (Make sure that your message is urgent.)
• What do I get? (Give the reader something.)
Have you thought of this?
You can always use these three questions as a checklist when you want to influence someone with a written message. Make sure you do that next time!




About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

230 000 prescribes to his free newsletter "The 5 minute marketer"
Every week some 230,000 prescribers gets his free newsletter about 5 minute marketing.

"The 5 minute marketer" - the book
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