Seven Steps To Successful Sales Letters
Neil Bromage has run his own small business and is a freelance business writer working on a range of newspapers including The Times, Sunday Times, Telegraph and Financial Mail on Sunday. This book is based on a wide range of columns and Q&As written and answered by Neil for Business Link over a number of years. He is based near Preston, Lancs.
1. Grab attention with an eye-catching headline.
This might be a question or statement that will ring a bell with all your prospects in one go. Keep it quite general to identify with as many people as possible.
2. Provide a reason to read on
Headlines hook prospects and lead them to your next line. There you start to build interest and ensure they read the next sentence... and each subsequent one.
3. Explain why the product or service is relevant
It helps to look at things from the reader’s point of view. Relate the product to the customer’s agenda in terms of its benefits. Show them that it will make their life better, safer or easier. How will it save them time or money? Look at their ultimate goal and relate it to that.
4. Why you?
Briefly explain why they should buy from you. Give them comfort reasons and confidence, showing what makes you the expert. Add credibility. Use testimonials from happy customers.
5. The offer and call to action
Once you have nailed down the key benefit and positioned yourself as the person to deliver it, make an offer.
6. Make it easy and worthwhile to respond immediately
Link the offer to a desired action and a deadline. For example ‘Ring before [date] for an appointment to discuss this, and I will send you a free booklet...’ Relate the incentive to your product, or make it universally appealing.
7. Prove there’s nothing to lose
A common fear about a remote sale is that the product will not live up to expectations. This fear can make people hesitate for so long that they never respond, no matter how attractive the benefits and your offer. You can overcome this by offering a guarantee or refund.