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Secrets
to Great Sales Letters
However dynamic your
sales presentation, statistics say that after only two days, your
client will only remember half of it. That's why letter-writing
is crucial. A strong sales letter can help you summarize and reinforce
those critical sales points and move the sale forward.
Note, however, the
word "strong." A sales letter is not for making chitchat
or merely thanking the client for his time. A sales letter must
sell. It must command your client's attention, hold his interest
until the end, and then create a call to action.
That sounds like a
tall order, but it's not--if you keep in mind three words: Star,
Chain and Hook.
Simply put, Star--the
beginning of your letter--grabs your client's notice. The Chain--the
middle--summarizes your sales points, establishing interest and
encouraging further reading. And the Hook, as it suggests, ends
your letter with a compelling finish that acts on the desire and
interest you've created in the client's mind.
Here's how it might
work. Let's say you sell for a construction title and you just
finished a sales call with a paint manufacturer. In your sales
letter follow-up, you want to be sure your opening Star recaptures
the excitement of the meeting. Heres the secret of doing it: Make
your client the "star." Don't, in other words, use "I"
sentences, such as "I enjoyed our meeting," or "I
believe our magazine will serve your needs." Instead, bring
up the points your client values most, and bring them up fast.
Dear Jill,
Youre really doing
something right! Tru-Tone has established a strong customer base
among both commercial and private home developers. Lets work together
to strengthen that base. Our latest subscriber research shows
you can expand your current prospecting pool by 20%, hitting the
right audience with the right buying power.
Now you can go on to
create your Chain--your list of reasons why Tru-Tone belongs in
your magazine. Don't be afraid to bullet these items; bullets
help grab attention, provide visual relief, and indicate that
youre presenting brief and useful information.
Your prospecting universe
is squarely in the Builders Best camp. Our readers--who last year
voted Builders Best "most trusted resource" for new
product news--are actively seeking out manufacturers who deliver
quality paint products for all types of building needs. For example:
* 60% of Builders Best
readers are in commercial development, and 40% in private home
contracting
* Readers spend an
average of $25,000 annually on exterior paint
* 48% of readers are
open to testing new products
* 77% of readers say
they will spend more on paint this year than last
Now that youve reinforced
your critical sales points, you can use your Hook to get your
client excited about your next contact. The Hook could be a new
reason to meet again: "Well be sure to see you at Building
Expo show next week. I look forward to seeing your new "texture"
line, which I think will be a big hit with our private-contractor
audience." The Hook could also bring up a previous buying
signal: "You mentioned an interest in our annual paint special
issue. The closing date is next week, and I want to make sure
you wont miss out." Or the Hook could even bring up a new
tidbit that youd saved just for this sales letter: "Youll
find some interesting new customer information in our just-released
study. Id love to drop it off next week."
Whatever point you
use to "bait" your Hook, make sure you conclude with
a call to action. Dont let your client off the hook (so to speak)
with a weak "Hope well speak again soon." Give her a
reason to pick up the phone during your follow-up call.
In the end, a good
sales letter, like a good sales call, is all about momentum. Each
sentence, each point, must build on the one before it, leading
to the inevitable close. Thats why those three words--Star, Chain
and Hook--are so important. Used correctly, theyll focus your
thoughts and add to your sales arsenal, creating tight, attention-getting
letters that move the sale forward.
Dos and Dont for Great
Sales Letters
Do...
Keep it short. Assume
your client is reading your letter right over the wastebasket.
If you dont perk his interest quickly, your sales missive is history.
As a rule, you should try to cut your first letter draft by at
least one-third, without cutting any sales points. Then try to
cut it again. (Ive referred to my own editor as "Samurai
Editor" for her ability to slice my writing to its essence.)
Address the clients
specific needs. Never send a generic letter.
List benefits, not
merely features. Dont toss in facts, such as your pass-along rate,
without noting how that fact specifically relates to your clients
business.
Ask for action. Always
end your letter with strong reason for a callback. If your sales
letter doesnt move the sale along, whats the point?
Watch your grammar.
Use complete sentences. Doublecheck spelling (especially of the
clients name and company!). If youre unsure about whether to use
"your" or "youre," or "its" or "its,"
consult a guide, such as Strunk & Whites Elements of Style.
Be conversational.
If youre unsure of how to write out your sales points (and face
it, were salespeople, not writers), try saying them aloud, as
if telling your client in person. Chances are youll hit exactly
the right tone and structure.
Dont...
Be negative. Nobody
wants to hear that theyre "shortchanging the sales team"
or "falling behind the competition." Scare tactics and
negative "sells" sour the clients mood and can taint
the whole sales process.
Exaggerate. If you
call your magazine the best or promise to triple a clients sales,
youre only inviting skepticism. Dont weaken your argument by soapboxing.
Be passive. In other
words, avoid any version of the verb "to be." "Results
will be seen.." or "Our magazine is regarded as.."
are better rewritten in active voice: "Youll see results"
and "Readers regard our magazine."
Be emotional. Never
write a letter in anger. At the very least, save it to reread
when youve calmed down.
Stop selling. Remember,
the point of the letter is to keep up the sales momentum, not
screech it to a halt. Cut the chitchat, leave off the laundry
lists, keep your client in focus...and write to sell.
Helen Berman
For Print, Internet and Exhibition Sales
The Helen Berman Corporation
15332 Antioch St. #164
Pacific Palisades, CA 90272
Phone: 310-230-3899
Fax: 310-861-0661
Website: www.helenberman.com
Email: hberman@helenberman.com
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