21 SALES LETTER TACTICS
1. Write as if you had 5 minutes to stand face to face and sell
your product or service to the customer. 2. Write down all
issues important to your market. 3. Avoid anything that would
offend anybody like specific religious reference or curse words.
4. Always place the customer first (a guy actually tried to sell
me a vacuum cleaner once emphasizing that if I bought it, HE
would get a trip to Florida - not smart). 5. Sell the benefits,
tell success stories, mention your associations with the big
shots. 6. Don't sell multiple products in a letter. 7. Do not
confuse people in any way. 8. Display a picture of the product
if possible. Show a "screen shot" of a web site, disk or CD-Rom
if possible. 9. Show someone enjoying the product. 10. Don't
mention the possibility that they might now buy. 11. Be
refreshingly honest. 12. Don't overdo technical information
unless it's at the level of your specific market. 13. Learn any
necessary "lingo" to speak to your market. 14. Don't bombard
people with exaggerated benefits, lies or even cliches. 15.
Include a very long guarantee - 10 years or even lifetime. 16.
Offer a free bonus, pile on the bonuses and benefits. 17. Make
your letter long enough to get the reader to spend time with it
instead of making it look and feel like a garage sale or flea
market flyer. 18. Always mention the price (I hate it when
people don't do this). Mention the price up front if it is the
focal point of the letter, but hold off until later if it is a
costly item. 19. Offer rush delivery, remember that the product
is the star, not you! 20. Cleverness kills sales (you want
people buying, not laughing). 21. E-mail to your prospect six
times, vary the letter on repeat mailings, make follow up
letters flow together.
53 words and phrases to use in your salesletters and ads:
Just arrived, save, breakthrough, send no money, bonus, gift,
free, bargain, now, improved, you, introducing, valuable,
priority, unique, rush, the truth about, miracle, easy, hurry,
today, how to, at last, limited, opportunity, yes, charter,
secrets, new, amazing, only chance, announcing, revolutionary,
guaranteed, discount, first time ever, special, instantly,
discover, forever, premium, sensational, remarkable,
revolutionary, startling, miracle, offer, quick, easy, wanted,
challenge, compare, bargain, hurry.