Creating Million Dollar Sales Letters
All winning sales letters speak to the prospect by creating an image in the mind of the reader. They set the scene by appealing to a desire or need, and then flow smoothly into the visionary part of the sales presentation by describing in detail how wonderful life will be and how good the prospect is going to feel after he's purchased your product. This is the heart and soul of a sales letter.
A winning sales letter follows a time-tested and proven formula
known by the acronym AIDA:
Impel the reader to send for whatever it is you're selling - without delay, knowing that any procrastination on his part might cause him to Iose out. The time-tested AIDA formula has proven its value over the years.
Letters that pull in the most sales are almost always two
pages with one and a half spaces between lines. For really big
ticket items, these letters will run at least four pages, printed
on an 11 by 17 inch sheet of paper folded in half. If your sales
letter is only two pages in length, there's nothing wrong with
running it on the front and back of one sheet of paper. However,
your sales letter should always be printed on your company letterhead
and include your
Regardless of the length of your sales letter, it should do
one thing - sell, and sell hard! If you intend to close the sale,
you've got to do it with your sales letter. You should never
be hesitant with your sales letter and expect to close the sale
with a color
There's been a great deal of discussion in the past few years
regarding the length of a sales letter. A lot of people are asking,
"Do people really take the time to read a long sales letter?"
The answer is a simple and time-tested, "Yes, indeed!"
Surveys and tests over the years emphatically prove that longer
sales letters pull even better than shorter ones. People tend
to equate quantity with quality, so don't worry about the length
of your sales letter, just make sure that it sells your product
for you!The secret is to make your sales letter so interesting
and tempting with the benefits you're offering to the reader
that he can't resist reading through it all the way. You break
up the work of reading by using short, punchy sentences, underlining
important points you're trying to make, using subheadlines and
indentations, and even the use of a second color of ink.
Generally, it is best to include both your post office box
number and your street address on your sales letter. This open
display of your honesty will give you credibility and dispel
the thought of you being just another fly-by-night mail order
company in the mind of your prospect. A street address will provide
a delivery address for orders sent via UPS or FedEx.
Recent tests indicate that there isn't a large difference in the number of responses relative to whether you do or don't pre-stamp the reply envelope. The decision here will rest primarily on the product you're selling and the mailing list you're using. Our recommendation is that you experiment. Try it both ways with different mailings, and decide for yourself based on your results.
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