"The Biggest Money-Making Letters and Adverts Are No Less Than Salespersonship In Print"
If you know how to create powerful, compelling headlines and why they are so important to your letter or advert you are already on the road to success because now you've got your prospect's attention - he's curious, intrigued or just plain nosy - it doesn't matter - you've got him hooked.
But you've got to keep him on the hook. He'll be like a wriggling fish, if you don't keep his attention he'll just 'drop off' and go do something else.
And don't think an itsy-bitsy short letter is going to do the trick. It won't!
There's a myth out there that's bandied about by business people all over the place. "You can't send a long letter, people won't read it!"
Really! How do you know? Have you tested it?
John Caples, one of the greatest copywriters of all time said:
"The more you tell (factually) the more you sell"
And it's true!
If the person you are writing to is attracted to your offer he wants to know as much as possible about it. He wants all the info so he knows he's making the right decision; an informed decision. If your offer doesn't appeal to him it won't matter how short or clever your letter is -- it won't get a qualified response.
A short letter containing a minimum number of words is like putting a gag on your best sales person 30 seconds after he/she gets to an appointment with an important prospect.
You wouldn't stop your salesperson explaining about your product or service, the benefits the prospect would gain and how you would deliver them, would you?
In fact, I'd bet you would expect your salesperson to demonstrate how effective what you offer is, the advantages the prospect could expect to receive and why your company is the best supplier.
It's true, isn't it?
This is the same job your letter is doing - it is 'Your Salesperson in Print'.
In 1905 the copywriter, John E. Kennedy, told Albert I. Thomas
"Advertising is 'Salesmanship in Print'"
If you want to know what to put in your letter listen to what your best salesperson is saying, if he or she can persuade people to do business with you - ethically - then so will your letter if you use the same explanations and informative descriptions.
(You can see an example of long copy that works at http://www.CarolBentley.com/offer)
SUPPLY ALL THE FACTS AND FIGURES - GOOD AND BAD
Be honest with your prospect. When you approach him (or her) you can make life so much easier for him by supplying all the facts and figures, all the details he needs to make a decision. After all, we all know it is better to buy something with your eyes open.
When you tell your prospect the 'not so good' stuff he feels more confident about believing the good details you are describing. So, if it takes 2, 3, 16 or even more pages in a letter to explain the offer, the benefits, anything it cannot do or resolve, the downside of not taking it and all other relevant information, this is what you must do.
The only 'cardinal sin' would be if you made your letter very boring. That is unforgivable!
So how do you avoid making it boring? Surely if it is all facts and figures it's going to be boring - except for the few people who like excessive detail?
A boring letter is a trap you should avoid at all costs and it's very simple to do...
EXCITING AND COMPELLING LETTERS CREATE THE DESIRE TO BUY
Whatever length your letter (or advert) is, it must be vibrant, exciting, interesting - even intriguing - and compelling but NEVER boring. How?
Write as you would speak and use stories (or case studies) to demonstrate how your product or service has benefited others.
Stop and think for a moment; when you are chatting with friends how often does someone come up with a story or anecdote? A snippet about something that happened to them or something they heard about? That's what makes conversations interesting. That's what makes your letter compelling.
Use the right language for the people you are sending your letter to. Don't be 'pompous' or over formal, write your letter as if you were holding a conversation with someone, be enthusiastic and write as you would speak.
Be careful - don't 'write down' to people. Treat your audience with respect and consideration.
PRACTISE WRITING 'AS YOU SPEAK'
If you find it difficult to 'write as you would speak' because you have been educated to write correctly, with the right grammar and in full sentences, then try this little trick:
Record yourself describing your product or service to a close friend, with all the enthusiasm you can muster. Now transcribe the conversation and use it as the base of your letter.
USE STORIES...
Use stories and anecdotes to demonstrate how your product or service has helped other people or companies. Explain the problem they faced before buying your service or product and what you did for them. Or describe how you improved their life, made things easier for them or made them more successful when they bought from you.
Include testimonials from satisfied customers - not the usual 'excellent service, would recommend', make sure the testimonial tells WHAT YOU DID FOR THEM and, more importantly, what was the REAL RESULT they received.
Your testimonial should describe why they needed the solution you offered. It should be anecdotal.
ANSWER THE QUESTION IN YOUR PROSPECT'S MIND
When writing your letter keep in mind the main questions everyone asks; "What's In It For Me?" (WIIFM) and "So What?"
"The prospect doesn't give a damn about you, your company or your product. All that matters is, 'What's in it for me?'
Bob Hacker
This is what is possibly running through your prospect's mind...
* Why should I bother to read this letter?
* What will I gain?
* What are the benefits of this offer?
* What results will I enjoy?
* What problem does it solve for me?
If your letter starts off with a sentence stating how long you have been in business, the reaction from your audience might be 'So What?' Unless you turn your statement into a tangible benefit for the reader, they won't be interested.
Nobody cares about you or your business, except you, your family and the people who work for you.
Write your letter with your reader in mind. Change 'I's, 'my', 'mine', 'our', etc. to 'you', 'yours' - write about the result from the reader's point of view - not from yours.
And always remember to write as if you were writing to a single person. Even if you are sending the letter out to thousands of people, only one person is reading each individual copy.
If you are not used to writing letters in this way write your letter as normal, then go through and change the emphasis and include real benefits for the reader.
If you know how to create powerful, compelling headlines and why they are so important to your letter or advert you are already on the road to success because now you've got your prospect's attention - he's curious, intrigued or just plain nosy - it doesn't matter - you've got him hooked.
But you've got to keep him on the hook. He'll be like a wriggling fish, if you don't keep his attention he'll just 'drop off' and go do something else.
And don't think an itsy-bitsy short letter is going to do the trick. It won't!
There's a myth out there that's bandied about by business people all over the place. "You can't send a long letter, people won't read it!"
Really! How do you know? Have you tested it?
John Caples, one of the greatest copywriters of all time said:
"The more you tell (factually) the more you sell"
And it's true!
If the person you are writing to is attracted to your offer he wants to know as much as possible about it. He wants all the info so he knows he's making the right decision; an informed decision. If your offer doesn't appeal to him it won't matter how short or clever your letter is -- it won't get a qualified response.
A short letter containing a minimum number of words is like putting a gag on your best sales person 30 seconds after he/she gets to an appointment with an important prospect.
You wouldn't stop your salesperson explaining about your product or service, the benefits the prospect would gain and how you would deliver them, would you?
In fact, I'd bet you would expect your salesperson to demonstrate how effective what you offer is, the advantages the prospect could expect to receive and why your company is the best supplier.
It's true, isn't it?
This is the same job your letter is doing - it is 'Your Salesperson in Print'.
In 1905 the copywriter, John E. Kennedy, told Albert I. Thomas
"Advertising is 'Salesmanship in Print'"
If you want to know what to put in your letter listen to what your best salesperson is saying, if he or she can persuade people to do business with you - ethically - then so will your letter if you use the same explanations and informative descriptions.
(You can see an example of long copy that works at http://www.CarolBentley.com/offer)
SUPPLY ALL THE FACTS AND FIGURES - GOOD AND BAD
Be honest with your prospect. When you approach him (or her) you can make life so much easier for him by supplying all the facts and figures, all the details he needs to make a decision. After all, we all know it is better to buy something with your eyes open.
When you tell your prospect the 'not so good' stuff he feels more confident about believing the good details you are describing. So, if it takes 2, 3, 16 or even more pages in a letter to explain the offer, the benefits, anything it cannot do or resolve, the downside of not taking it and all other relevant information, this is what you must do.
The only 'cardinal sin' would be if you made your letter very boring. That is unforgivable!
So how do you avoid making it boring? Surely if it is all facts and figures it's going to be boring - except for the few people who like excessive detail?
A boring letter is a trap you should avoid at all costs and it's very simple to do...
EXCITING AND COMPELLING LETTERS CREATE THE DESIRE TO BUY
Whatever length your letter (or advert) is, it must be vibrant, exciting, interesting - even intriguing - and compelling but NEVER boring. How?
Write as you would speak and use stories (or case studies) to demonstrate how your product or service has benefited others.
Stop and think for a moment; when you are chatting with friends how often does someone come up with a story or anecdote? A snippet about something that happened to them or something they heard about? That's what makes conversations interesting. That's what makes your letter compelling.
Use the right language for the people you are sending your letter to. Don't be 'pompous' or over formal, write your letter as if you were holding a conversation with someone, be enthusiastic and write as you would speak.
Be careful - don't 'write down' to people. Treat your audience with respect and consideration.
PRACTISE WRITING 'AS YOU SPEAK'
If you find it difficult to 'write as you would speak' because you have been educated to write correctly, with the right grammar and in full sentences, then try this little trick:
Record yourself describing your product or service to a close friend, with all the enthusiasm you can muster. Now transcribe the conversation and use it as the base of your letter.
USE STORIES...
Use stories and anecdotes to demonstrate how your product or service has helped other people or companies. Explain the problem they faced before buying your service or product and what you did for them. Or describe how you improved their life, made things easier for them or made them more successful when they bought from you.
Include testimonials from satisfied customers - not the usual 'excellent service, would recommend', make sure the testimonial tells WHAT YOU DID FOR THEM and, more importantly, what was the REAL RESULT they received.
Your testimonial should describe why they needed the solution you offered. It should be anecdotal.
ANSWER THE QUESTION IN YOUR PROSPECT'S MIND
When writing your letter keep in mind the main questions everyone asks; "What's In It For Me?" (WIIFM) and "So What?"
"The prospect doesn't give a damn about you, your company or your product. All that matters is, 'What's in it for me?'
Bob Hacker
This is what is possibly running through your prospect's mind...
* Why should I bother to read this letter?
* What will I gain?
* What are the benefits of this offer?
* What results will I enjoy?
* What problem does it solve for me?
If your letter starts off with a sentence stating how long you have been in business, the reaction from your audience might be 'So What?' Unless you turn your statement into a tangible benefit for the reader, they won't be interested.
Nobody cares about you or your business, except you, your family and the people who work for you.
Write your letter with your reader in mind. Change 'I's, 'my', 'mine', 'our', etc. to 'you', 'yours' - write about the result from the reader's point of view - not from yours.
And always remember to write as if you were writing to a single person. Even if you are sending the letter out to thousands of people, only one person is reading each individual copy.
If you are not used to writing letters in this way write your letter as normal, then go through and change the emphasis and include real benefits for the reader.
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