The Right Way... And The Wrong Way... To Start Your Sales
Letters!
Most people really struggle with figuring out how to start their
sales letters. Today I'm going to show you the right way... and
the wrong way to start your sales letters so you don't mix
things up and wind up losing any sales, O.K.?
We're going to start ripping apart that direct-respone ad I
found right here in little old Lutz, in my local newspaper.
(And by-the-way, that's pronounced "Loots", not "Luhtz".)
Again, you can check out that original ad (and even print out a
copy of it) right here:
http://www.kingofcopy.com/tips/real_estate_ad_071505.htm
So the first paragraph says, "If you're sick and tired of
working 70 hours a week, hate pestering people for busines,
despise wasting time with insincere buyers and sellers, and are
serious about making a six figure income in real estate without
ever prospecting again, this may be the most immportant call
you've ever made."
Good things: Identifying some of the strife and
anxiety-producing items realtors have to deal with... and. he
offers an implied benefit (serious about making a six figure
income)
Bad things:
1. "...this may be the most immportant call you've ever made."
Important spelled wrong, and... What phone call?
2. This isn't emotional enough. Remember, having a problem is
great, but you need to empathize with your prospect. Get them to
BELIEVE from the very bottom of their heart, that YOU know
EXACTLY the pain and frustration they are feeling... that you've
walked in their shoes... and YOU are THEM.
3. "May" be the most important call? First of all, we'll deal
with the "phone call" aspect of this in a second, but let me
tell you this: Brother, if YOU aren't convinced your product is
THE MOST important solution to your prospect's most pressing
problems, then trust me...
Your prospects aren't going to make that leap of faith for you.
4. I don't think I'd ever use the word "despise", especially in
my opening paragraph, unless I was selling something like
"ex-wife" repellant or something like that.
Why would you even want THINK about drumming up emotions like
this, when there are so many other empathetic ways of stirring
up emotions that aren't so negative.
Being the bright ray of sunshine in your prospect's life is what
you want to be -- always -- never the glaring edge of pain and
darkness.
Make sense?
So, here's how I might start this ad out. I say "might" because
the order I put these opening items in, depends on the order of
"pain" and relief they give realtors.
The more painful or pleasurable the experience, the higher up on
the list I'd put it.
"If you are a highly motivated real estate agent with a burning
desire to increase your commissions by at least $100,000 dollars
in the next six months -- regardless of what level you're at now
-- and if you're sick and tired of dealing with buyers and
sellers who really aren't as sincere as you felt they were
up-front... and you've had it "up to here" with people trying to
whittle your commissions down to practically nothing... then
this is the most exciting and important message you will ever
read!"
Remember, the purpose of your opening paragraph is to get them
to read the next paragraph.
It's the start of your "greased slide" and you have VERY little
room for error.
If you check out this tip online, you'll be able to see the
italics and emphasis I've placed on certain words for pausing
and sounding purposes.
You can see that here:
http://tinyurl.com/98ojw
Now go sell something,
Craig Garber http://www.KingOfCopy.com
P.S. Check out all the prior archives you've been missing, right
here at: http://www.kingofcopy.com/tips/tiparchives.html