| Your direct mail package clears a major
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| | money and be more competitive.Are you
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| hurdle as your prospect opens the
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| | selling an award-winning product with
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| envelope. One hand reaches in and pulls
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| | good reviews? If so, here's another way
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| out the letter while the other sets the
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| | you can put your positive press to good
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| envelope aside. Unfolded now and in full
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| | use...with this straightforward opening
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| view, the reader glances down at the
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| | that cuts to the chase and gets right
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| first couple of lines.The moment of truth
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| | down to business:Windows User Magazine
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| has arrived and you are -- in the form of
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| | voted it the Best Windows Utility of
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| your letter -- face-to-face with your
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| | 2004.
|
| prospect. Your fate is in their hands.
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| | PC Magazine says it's
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| And the next three to five seconds will
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| | "...essential...hard to imagine running
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| largely determine whether your marketing
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| | Windows without it..."
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| effort succeeds or fails. Because it's
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| | PC Computing says it's "...a lean and
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| during these critical first few seconds
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| | mean program-launching machine that
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| that your prospect decides whether or not
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| | should be found on every Windows user's
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| to continue reading.That's why the
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| | computer..."This is what legendary
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| foremost objective of your opening is to
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| | copywriter and direct marketing Pro
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| capture the prospect's attention. Every
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| | Herschell Gordon Lewis calls the "here's
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| competent sales person knows that this is
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| | what the experts say" opening and no
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| step one in the selling process, for
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| | lead-in is needed. Immediately after the
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| without attention there can be no
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| | salutation you launch right into it by
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| -Interest
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| | quoting the favorable comments of
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| Conviction
| |
| | industry experts.3.Build Rapport - As you
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| Desire
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| | know, in the beginning of every sales
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| Close"OK. Show Me What You've Got."Have
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| | presentation you make a concerted effort
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| you ever had this happen to you in a
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| | to build a rapport with your prospect.
|
| face-to-face sales presentation? You're
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| | You try to find common ground. Interests
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| escorted into your prospect's office. And
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| | that the two of you share. You look for
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| no sooner than you shake hands and settle
| |
| | opportunities to pay sincere
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| into your chair the prospect, arms folded
| |
| | compliments.Starting your sales letter
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| across his chest, stares across the desk
| |
| | off in a similar fashion can be a good
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| at you and says: "OK. Show me what you've
| |
| | way to capture the favorable attention of
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| got."While this type of "show me what
| |
| | your prospect. For example, you're a tour
|
| you've got" reception is rare in
| |
| | guide and your specialty is scuba diving
|
| face-to-face sales presentations,
| |
| | expeditions. You target a list of known
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| speaking from experience I can tell you
| |
| | scuba divers and this is how your letter
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| it does happen. On the other hand, "show
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| | opens:You and I are part of a remarkable
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| me what you've got" is likely to be the
| |
| | group.
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| prevalent attitude you encounter when
| |
| | Someone who's never been on a scuba dive
|
| "selling on paper." Keep this fact firmly
| |
| | could never understand it.See how the
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| in mind as you craft your letter opening
| |
| | writer creates an immediate rapport with
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| and you'll avoid the type of dull and
| |
| | the prospect? The core message here is,
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| irrelevant openers we all see way too
| |
| | "you and I are part of a very exclusive
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| much of in our mailboxes. Most important,
| |
| | and very cool group." What if the writer
|
| you'll make the most of those critical
| |
| | had started off instead by saying, "You
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| first few seconds when your prospect
| |
| | are part of a remarkable group." The
|
| focuses on your letter.Three Effective
| |
| | impact wouldn't have been nearly as
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| Ways To Open A Sales LetterThere are
| |
| | strong, would it? That's because "You and
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| literally hundreds of effective,
| |
| | I" infuses the line with the magical
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| attention-grabbing ways to open a sales
| |
| | element of rapport.Here's another example
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| letter. Here are three that I have found
| |
| | from a B-to-B mailing:If you're like I
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| to be particularly profitable, all of
| |
| | am, before you make a big decision you
|
| which are easily adaptable to any number
| |
| | make sure you have all the facts. Just
|
| of direct mail marketing situations:1.
| |
| | logical, isn't it? When the stakes are
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| Ask a question - A good question is
| |
| | high, there's no such thing as "too much
|
| immediately reader involving; it provokes
| |
| | information." (But too often we get too
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| thought and will draw the reader into
| |
| | little information.)The subtext here is,
|
| your message. Here are a few examples
| |
| | "You and I are smart guys. Before we make
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| from my client files:If I could show you
| |
| | a big decision, we do our
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| a way to slash your health insurance
| |
| | homework."Paying someone a sincere
|
| costs by 40% -- and still get top-quality
| |
| | compliment can also be an excellent
|
| care...would you be interested?A similar
| |
| | rapport builder and letter-starting
|
| version of the same opening:Fed up with
| |
| | technique. Just be sure there's some
|
| the high cost and burdening state
| |
| | basis for the compliment. (This speaks to
|
| mandates of ordinary health insurance
| |
| | the importance of good list
|
| plans?And here's another question-asking
| |
| | selection.)Here are a couple of examples,
|
| opening. One nicely set up with a
| |
| | the first from a subscription
|
| provocative lead in:You may regard this
| |
| | solicitation letter for Bon Appetit
|
| as "none of my business." But I'd
| |
| | Magazine:Congratulations!You know more
|
| appreciate your digesting this
| |
| | about sound nutrition and smart consumer
|
| information before reaching that
| |
| | shopping than any generation before. You
|
| conclusion.Here's the question: Are you
| |
| | cook with more imagination. You serve
|
| paying too much for payroll services? And
| |
| | with more style.The next example comes
|
| getting short-changed on service?2. Be
| |
| | from a letter sent out by a collision
|
| Direct and To The Point - In many cases
| |
| | repair shop to build new referring
|
| you're likely to be writing to the
| |
| | relationships with insurance agents.You
|
| classic, type A, dominant-driver
| |
| | didn't get to be as successful as you are
|
| personalities that make up a majority of
| |
| | by accident. Far from it. You got there
|
| the world's business owners and top
| |
| | by knowing your business. And by knowing
|
| executives. One effective approach with
| |
| | what's important to your clients. Before
|
| this audience is to open your letter in a
| |
| | you write your sales letter think long
|
| very direct and to the point manner such
| |
| | and hard about what type of opening will
|
| as -You've got enough people trying to
| |
| | work best. Because surviving your moment
|
| waste your time with products and
| |
| | of truth -- when your prospect is at
|
| services you don't really want or need.
| |
| | point blank range with you and your
|
| I'm not one of those people.Or...Right
| |
| | company -- will determine whether -checks
|
| off the bat I want you to know one thing.
| |
| | come in
|
| I won't waste your time.This letter -
| |
| | the phone rings
|
| every word of it - is about how my
| |
| | your follow-up phone call gets through.
|
| company can help your company make more
| |
| |
|
