An Analysis of A Winning Sales Letter
Many people say they can spot a good letter when they see it,
but the problem is when it comes down to writing one, they
simply freeze up. That's why I want to take you behind the
scenes of a successful sales letter I wrote and illustrate the
thinking that goes into writing a killer letter that generated a
healthy 3810% ROI. This letter sold all of the clients overstock
merchandise and they even created a waiting list.
You'll find my comments in the side notes below so let's get
started...
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Can You Get A New $8,000 Power Table For $417?
------Side Note Comments------ First off, the headline is a
grabber and makes people want to read more. Anyone interested in
your product at a bargain price would certainly continue
reading. ------End Comments------
Read The Amazing Facts To Find Out How...
------Side Note Comments------ Next, the subhead tells prospects
that the answer is right inside this letter if they keep
reading. ------End Comments------
Dear Friend,
Yes, it's absolutely true. You can really replace your old,
worn-out exam table and only pay $417 out of your pocket (But
only if you are one of the first 2 people to respond to this
letter.)
Let me explain.
------Side Note Comments------ Your first sentence is absolutely
critical to your letter. If your first sentence doesn't make
people want to keep reading, you can expect your letter to end
up in the circular file. So make sure it keeps their interest
piqued and follow up on the headline promise in the first
sentence.
In the first sentence I reiterate the fact that yes they really
can get a brand new power table for such a low price. The second
sentence I throw in a little scarcity right at the beginning of
the letter so they won't just toss this letter aside for further
reading. ------End Comments------
Last April, our little company took a big gamble and signed up
for a power table promotion. In order to get on the promotion we
had to agree to take 3 power tables - nearly $15,000. (And for a
small company like us, that's a lot of money to be tied up in
inventory).
Only one of those 3 tables were sold - so there are still 2
left.
------Side Note Comments------ The next paragraph I begin to
explain the story of why we're selling this product at such a
bargain price. I've discovered that telling people the truth and
giving a reason why is actually one of the most powerful
psychological motivators to action. ------End Comments------
And My Problem Is Your Opportunity
------Side Note Comments------ This subhead turns the letter
back around to what's in it for the reader. Everyone is always
silently asking themselves "So what?" and "Who cares?". You've
got to keep the focus on what the reader will gain from the
letter. ------End Comments------
In order to move these last 2 tables I've decided to do
something somewhat bold and a little daring.
First, you should know that the manufacturer's promotion of
these power tables ends June 30th. And any unsold inventory I
have could be sold to another dealer at wholesale.
But instead of doing that, I would rather sell you the table at
a wholesale price and gain your goodwill.
------Side Note Comments------ Here I explain how and why I'm
willing to make a sensational deal. ------End Comments------
The regular price for a XXX power table is $8,000 but during
this promotion they were on sale for $5,375 (which is a pretty
good deal anyway).
But until July 15th (I've extended the offer 2 weeks), you can
buy one of our last 2 tables for just $4,897. That's a savings
of over $3,100.00
------Side Note Comments------ I introduce the special offer and
the reason why we're selling the product at such a discount.
That's a key point, because unless you give people a believable
reason for the reduced price they won't believe you. Nobody
thinks you're lowering the price because you're "such a nice
guy" so let them in on the reason behind your offer. ------End
Comments------
What? I promised you could get a power table for only $417 and
here's how...
------Side Note Comments------ I answer an anticipated objection
here since I promised they could get the table for only $417.
------End Comments------
Here's How To Get That New Power Table For Almost "Zip" By
buying a power table, you can qualify for a 50% tax credit under
section 44 of the Americans with Disabilities Act. That's right
Fifty Percent! All because a power table will glide up and down
to accommodate disabled and handicapped patients.
And here's what else. You can also take the amount of the power
table and deduct it off your taxes using Section 179. (That is
if you haven't spent over $18,000 on capital equipment this
year.)
That's not all, here are a few more incentives for you: We will
give you a $150 trade-in for your old table (or you can donate
it to charity for another tax break). And add an extra 2-year
warranty ($1,000 value), plus, we'll pick-up your old table and
deliver the new one all for free!
Pretty good, right? Wait, I have even better news for you...
------Side Note Comments------ Here I've explained each of the
incentives and how they can really get the table for such a low
cost. Plus added in a few extra bonuses and now I'll another
bonus to really increase their desire. ------End Comments------
You Can Pay In 3 Easy Installments With Zero Interest We'll
break up your payments into 3 easy installments, spread thirty
days apart.
Why You Must Act Before July 15th First, I doubt if these tables
will still be around until July 15th because the first 2 doctors
that put their deposits down will take them. And when they're
gone this offer expires.
But even if they are still here (highly unlikely at this bargain
price) this offer has to expire anyway because we will be
shipping out these tables to other dealers in the area.
------Side Note Comments------ I bring back the deadline here
and scarcity again. So not only do they have a limit on the
number of units available, but there is also a time deadline.
This is a double whammy to get people to take action
immediately. ------End Comments------
Here's What You Should Do Now
Pick up your phone and dial xxx-xxxx and reserve one of these
last 2 tables with your credit card. Or in case, you're still
undecided call us and ask for some more information to be faxed
to you.
Otherwise, you'll be giving up the ease and convenience of
having a power table at this bargain price. I really hope you're
one of the 2 lucky doctors who decide to take advantage of this
golden opportunity.
------Side Note Comments------ In this closing paragraph I give
readers a little pain by mentioning what they'll be missing if
they don't act on this offer. ------End Comments------
Sincerely, XXXX
P.S. Hurry! This letter is being sent to 1,283 local doctors and
this offer is strictly limited to the first 2 people who
respond.
------Side Note Comments------ The P.S. is your last place to
help prospects make a buying decision. People go from the
headline in a letter to the signature to the P.S., so your P.S.
should be powerful.
Here I introduce even more scarcity. I let them know exactly how
many people (specifics sell) are receiving this letter and it
makes the limited quantity seem even more limited since so many
other people are getting this same announcement.
------End Comments------
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I guarantee by using the same elements, I just illustrated,
you'll see your next sales letter produce incredible results