The problem with sales letters
Using sales letters can be an inexpensive way to connect with your prospects. You should have letterheads, envelopes, business cards and a printer, so all you’ll need to shell out for are some stamps. You can’t get much cheaper than that. You just whip up some poignant prose, drop your letter and card in the envelope, slap a stamp on and voila. Off to the post office you go. Then you sit back and wait for all those prospects to hand you over their juicy projects.
I talk to a lot of solopreneurs who do just that. The only problem is, the phone doesn't ring.
What happened? Or, more accurately, what didn’t happen? In most cases, they failed to ask the critical question after reading back their letter – “So, what?” When writing a sales letter, postcard or other promo piece, you need to put yourself in the prospect’s position. But, most indy pros are too busy focusing on their business. Bad idea. The prospect doesn’t give a hoot. They’re interested in what’s in it for them. Tell them.
Always include an offer within your letter. Maybe it could be a free consultation. A web designer might offer a site critique. Give some hard thought to what you can offer that’s of value to your prospect. Don’t forget to extoll the benefits. Benefits are about the prospect. Features are about you.
Next comes a call to action. This’s simply where you tell the reader what to do next. Usually, it will be to call or email you so you can set up a meeting or provide more information. None the less, also include a stamped reply card. They help boost response rates.
A lot of sales letters I see are are short little ditties that say something along the lines of, “I’d like to take this opportunity to introduce you to Joe Schmo Design. We’re a yada, yada, yada ... I’ll give you a call in a few days to arrange a meeting.” But the research shows that longer sales letters sell better. So, include the usual background, but also include some testimonials and some of your clients. To avoid any readers thinking, “Hmmm ... doesn’t seem like this guy understands confidentiality,” make mention that the clients listed gave you permission. Of course, get permission.
Finally, include a secondary offer. These are often a “P.S.” Secondary offers can be tip sheets, a report, maybe even an e-book. Again, they should be something with real value.
Why a secondary offer, you say? Well, most of the recipients won’t have a current need for what you’re selling or they have a supplier. So, you need to wait for something to change. But, your secondary offer might be just what the doctor ordered to get them to contact you. You get their info and add them to your contact manager software. After a few days, give them a call and ask if your report, tip sheet, etc. was helpful. That helps to keep the dialogue open. When you call, also ask if you can put them on your list to receive other helpful stuff from you. These can be links to articles on the Web and such. You become positioned as a resource for them. Odds are, when project time rolls around, you’ll be on their mind.
I talk to a lot of solopreneurs who do just that. The only problem is, the phone doesn't ring.
What happened? Or, more accurately, what didn’t happen? In most cases, they failed to ask the critical question after reading back their letter – “So, what?” When writing a sales letter, postcard or other promo piece, you need to put yourself in the prospect’s position. But, most indy pros are too busy focusing on their business. Bad idea. The prospect doesn’t give a hoot. They’re interested in what’s in it for them. Tell them.
Always include an offer within your letter. Maybe it could be a free consultation. A web designer might offer a site critique. Give some hard thought to what you can offer that’s of value to your prospect. Don’t forget to extoll the benefits. Benefits are about the prospect. Features are about you.
Next comes a call to action. This’s simply where you tell the reader what to do next. Usually, it will be to call or email you so you can set up a meeting or provide more information. None the less, also include a stamped reply card. They help boost response rates.
A lot of sales letters I see are are short little ditties that say something along the lines of, “I’d like to take this opportunity to introduce you to Joe Schmo Design. We’re a yada, yada, yada ... I’ll give you a call in a few days to arrange a meeting.” But the research shows that longer sales letters sell better. So, include the usual background, but also include some testimonials and some of your clients. To avoid any readers thinking, “Hmmm ... doesn’t seem like this guy understands confidentiality,” make mention that the clients listed gave you permission. Of course, get permission.
Finally, include a secondary offer. These are often a “P.S.” Secondary offers can be tip sheets, a report, maybe even an e-book. Again, they should be something with real value.
Why a secondary offer, you say? Well, most of the recipients won’t have a current need for what you’re selling or they have a supplier. So, you need to wait for something to change. But, your secondary offer might be just what the doctor ordered to get them to contact you. You get their info and add them to your contact manager software. After a few days, give them a call and ask if your report, tip sheet, etc. was helpful. That helps to keep the dialogue open. When you call, also ask if you can put them on your list to receive other helpful stuff from you. These can be links to articles on the Web and such. You become positioned as a resource for them. Odds are, when project time rolls around, you’ll be on their mind.
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