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5 Ideas for Effective
Sales Letters
by guest contributor Alexandria K. Brown
Alexandria calls herself "The E-zine
Queen". She offers great advice on using e-zines to
boost your online business, but this article focuses
more on the use of sales letters to help drive traffic
to your site or to your offline small business. The same
tips could easily apply to off-line business as well.
Good small business marketing advice here. Enjoy!
5 Ideas for Effective Sales Letters
by Alexandria K. Brown
Sales letters, sent via e-mail or snail mail, are an
effective and inexpensive way to get your message out.
Even if your letter goes out to thousands of people, it
can give the feel of a personal communication -- IF you
write it in a direct and conversational tone. To get
your creative juices flowing, here are five tried and
true formulas that can work for either e-mail or printed
letters.
1. TELL A STORY - FROM EITHER YOUR POINT OF VIEW OR A
CUSTOMER'S.
'When I started my own business, I was very nervous
about keeping my books. I'm not a numbers person and
wanted nothing to do with it! Then I purchased 'EZ-CASH-BOOKS'
software. Instantly, all my accounting 'dirty work'
disappeared. I gained instant peace of mind, and now I
can focus on my real job --finding and keeping
customers! Copy written in a story format has great
appeal. By telling a short story that relates to the
reader's situation, you create empathy with her. People
are also familiar with stories and enjoy hearing them
(they appear daily in newspapers, magazines, TV, etc.).
If your letter happens to be a long one, you can draw
out your story for added suspense, saving the outcome
for the end. (However, as we'll mention later, it's
safest to send a short letter.)
2. ASK QUESTIONS.
'Have you ever stared at yourself in the mirror and
wanted to cry? If we told you we have a product
guaranteed to help you lose weight while you sleep,
would you be interested? And what if we told you this
product sells for less than $30?' Basic psychology
dictates that when you ask a question, the reader feels
compelled to answer it. You're involving them
immediately in the issue at hand. Many effective sales
letters ask a series of questions that are all likely
answered with a 'yes' from the reader.
3. OFFER SOMETHING FOR FREE.
'Visit our Web site, http://www.ezine-queen.com, today,
and sign up for our FREE biweekly tips for e-zine
publishers.' Think of three free things you could offer
right now. A free e-mail or printed newsletter. A
helpful article, report, brochure, or booklet. A
complimentary consultation or a discount on a first
visit.
4. POINT OUT A FEAR OR PROBLEM THE READER MAY HAVE.
'You may feel safe in your own home, but did you know
that burglaries are on the rise in your neighborhood?
This may be the ideal time to install that home security
system you've been thinking about.' This method may seem
sly, but the advertising industry has been doing this to
us for years. Remember how Listerine convinced all of us
we have 'halitosis'? (It's the clinical term for bad
breath, but it sounds like the plague!) Direct marketers
call this 'pushing the 'ouch' button. This method isn't
appropriate for all topics, but you'd be surprised at
how many situations you can use it in.
5. MENTION SOMEONE THE READER KNOWS.
'Your friend *Jenny Smith* told us you could use a
little 'R&R.' That's why we're inviting you to the
grand opening of our new 'Bath and Beauty' Web store,
featuring home spa products to help you relax.' If you
operate a referral program, this is an extremely
effective way to reach out and touch your prospects. I
wrote a letter using this format for a prominent day spa
in New York City, and it generated quite a bit of
attention. Why? The reader immediately sees the name of
someone she knows - the letter makes an instant,
personal connection.
(TIP: Ask your clients for the names of a few people who
may be interested in your products/services, offering
them an incentive if those people respond. These types
of referral programs take some time to generate, but
they're worth it!)
ONE FINAL NOTE:
Remember that your number-one goal is to 'hook' your
reader right away! We're all bombarded with tons of
e-mail and snail mail every day, so you have a limited
amount of time to grab our attention.Your best bet is to
keep your e-mail sales letters within one or two
computer screens, and your snail-mail letters to one or
two pages.
(c) Alexandria K. Brown
Alexandria K. Brown, "The E-zine Queen," is
author of the award-winning manual, "Boost Business
With Your Own E-zine." Learn how to write, publish,
and promote an e-mail newsletter that PROMOTES YOU and
attracts new clients. Learn more now and sign up for
FREE tips at www.ezinequeen.com
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