Why a sales letter should have a headline

For those of you new to warm prospecting today we’re going to talk about sales letters and specifically headlines. But first a quick reminder…If no one opens your envelope it doesn’t matter what’s written on the paper in the envelope.

So the first and most important lesson for sales letters is you’ve got to get your prospect to open the letter (that’s why I encourage you to use a champion endorser™).

The second most important thing about a sales letter is you’ve got to get them to read the letter!!! This may sound simple but I can assure you most pre-need sellers automatically think if they send a letter to a prospect the prospect is going to gladly open the letter and read it.

It is critical to get them to open the letter and read it.

A headline is important because it needs to get the attention of the reader. If your reader just opened up the envelope and there are thick paragraphs and the letter looks hard to read forget it. Your prospect won’t read it!

A headline captures the attention of your prospect. A headline tells your prospect what you want to communicate in a compelling way.

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The purpose of the headline is to get your reader to read the next sentence. Yes, if you were wondering what the purpose of a paragraph or sentence is….Yes, the purpose of every sentence in a sales letter is to get your reader to read the next sentence.

Make your headlines appealing to your Prospecting Group. Profile who is a likely person to pre-plan with you. Learn all you can learn and communicate a message the way your prospect is comfortable.

Better to have a lousy sales letter going to a likely prospect than to have a great sales letter going to a lousy prospect.

David Dassow