The 7 Step- Formula For Champion Sales Letters

One of the key advantages of direct mail is its capacity for one-one-one communication with the prospect or customer. The sales letter provides the personal communication that is lacking in the other forms of advertising. It's no wonder then that it is important to know how to write winning sales letters. Here's a secret letter writing formula that has helped some of the most successful people in the direct mail industry.





1. Promise your most important benefit in the headline. You can't go wrong with making your most important benefit apparent to the reader right in the headline. The most experienced writers know that making the important point first is key to success. You can use the "Johnson Box" to summarize the main benefits and position this box above the salutation.





2. Enlarge your most important benefit immediately. This is crucial because this will help you create a good follow through. What good is it to come up with a good lead but no follow through? Try to elaborate on your most important benefit right away. Don't beat around the bush, because you will lose the reader's attention, and that means you will lose the sale. By going into detail about the most important benefit, you will build up interest fast.





3. Tell your reader specifically what he or she is going to get. Many letters lack detail on basic product features such as , color, size, weight, and sales conditions. Many writers assume that the reader knows all about the product. This is dangerous and fatal! Don't assume the reader knows. Spell it out, piece by piece. Don't over look intangibles that can go along with your products or services. For example, they are getting a smart and sophisticated appearance in addition to a suit, knowledge in addition to a 250-page book.





4. Back up your claims with proof. In today's age, people are more skeptical than ever about advertising. They have been scammed and cheated. They know that it gets a little extreme when it comes to claims made in advertising. They read everything with a grain of salt. If you can back up what you say with third-party testimonials or a list of satisfied users, everything you say becomes more believable.





5. Create pain, by telling the readers what they might lose if they don't act. People respond to gain of something they don't possess and they respond to loss of something they already have. This is a good way to overcome human inertia. Imply what could be lost if action is postponed. People hate being left out. You can use this human trait as a powerful influence in your message.

6. Restate your prominent benefits in your closing offer. Sum up the benefits to the prospect in your closing offer. This is the prelude to asking for action. This is where you intensify the prospect's desire to have your service or product. The stronger the benefits you create and the more you persuade the reader to recall the benefits, the easier it will be for him or her to justify an affirmative decision.





7. Evoke action right now! Immediately. This is the place that will make or break you. Once the letter is put aside it will be forgotten. It will be lost forever. You want to wind up with a call for action and a logical reason for acting now. Many letters close with statements like "supplies are limited'. This argument lacks credibility. The consumer in today's world knows you probably have tons of the merchandise. You have to make your reason for immediate action a credible one. Examples could be, "Orders are shipped on a first-come basis. The sooner your order is received, the sooner you can be enjoying your new book." Or "It could be many months before we go back to press on these books."





This seven step formula for creating sales letters is a general guide to help you craft winning sales letters. These rules provide a road map to follow when crafting your sales letter. It should not stifle your creativity, however. Remember these rules are not carved in stone, and you should use them wisely.











About the Author

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Enigma Valdez is an Internet Marketer dedicated to helping businesses succeed. You can reach him at enigma007@charter.net or visit his websites at Http://www.Enigma-Valdez.com and http://resultsbasedmarketing.blogspot.com

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