Monday, June 26, 2006

Writing Sales Letters That Work - Advertising Tips

Sales letters are the salesmen for your product that never have to sleep, eat, or take a break. They are a 24 hours a day, 7 days a week sales force! So, make them effective and they will reward you many times over. If you write an ineffective sales letter then you are leaving a lot of much money on the table. Use the following tips to make the most of your top salesmen.

Analyze other people's sales letters. If you receive a sales letter and you are tempted to buy then file it away because if it works on you then it would probably work on other people. When you next have to write a sales letter get the file out and look for tips you can use from it. For each retained sales letter examine the wording, the layout, the offer and how it is presented. You can even make notes on the sales letters that did not persuade you to buy. What did they do wrong? How could they be improved?

Include testimonials in your sales letter. Comments from official sources outside your company or from satisfied customers will greatly add to the proof your prospect needs to become interested in your product or service.

One often-neglected part of the sales letter is the order or request form at the end of the letter. Make it clear, attractive and easy to complete. If possible restate the offer on the form so that the customer is in no doubt about what he or she is ordering.

Make it easy for the prospect to contact you. Include a contact address, email address, phone number and even a fax number if you have one.

When they first see a sales page most people scan the headline, then many go straight to the bottom of the page to read the PS. This is because the PS often summarizes the offer. Make sure your PS does this. If you feel you need more than one PS to fully give the benefits you are offering use three PS's, not two. How do marketers know one or three P.S.'s work better than two? From Testing!

If possible test everything in your sales letter. A change to your offer, the price, the typeface or how a customer is encouraged to respond can each make a big difference to your response rates. If you do not have the time or resources to test everything then at least test different headlines. A change in headline can double or even triple the response... or more.

After the sales page has been before your prospects for a while take some time to analyze the results. How many sales did you make? When you sat down to write the letter you should have had a clear outcome in mind. Take a look at the response to the sales letter. Did you get the outcome you desired? If you did not, what was the problem? If you find your sales letter cannot sell your product or service then either it is too complicated for your customers to understand or you have not expressed the benefits well enough. Make necessary changes and then do it all over again until you have a winning sales letter.

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