How to Sell Massive Amounts of Pre-Arrangements By Using Sales Letters Page 3

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May 10, 2009 by David Dassow 

A reminder that we’ve been working through how to write a sales letter.

Today we’re talking about the look of the sales letter overall.  Eliminate the formal and make your letter informal.

I know what you might have learned in school but sales letters work better when they are less formal and look like you wrote it even if there are misspellings.

I did an interesting test once when several Prospects called me to say I had a misspelled word in a sales letter.

The folks who called me ended up doing business.  I fixed the misspelled word and much to my surprise the overall response to the letter decreased.

Why argue I thought.  I put the misspelled word back into the sales letter and my response went back to normal.

The rule of thumb is to eliminate any Madison Avenue look.  Make all of your correspondence look like you wrote it.  Slick is out.  Obviously you don’t want to have tons of misspelled words but be sensitive to the reality that the less formal your letter looks the better your response will be.

Another rule of thumb is to use what’s called a “dual-readership-path”.  Some of us are detailed and some of us are scanners of letters.

The detailed person will read every word of your letter while the scanner will scan the letter.  It is important to put in subheads in addition to your headline for the scanners.  Subheads should tell the story of what’s in the sales letter.

Subheads allow your reader to skim the entire letter by reading your bolded subheads.  Next time we’ll get into frequency and sorting mail by the trashcan.

Happy Selling!

David

P.S.  Below pdf file for Page 3, I’ll leave the files up until June 1st, so hurry and download the files.

P.P.P.S.  This series of articles will not only cover sales letters but also give you a sample look.  Each posted article will have another page of the sales letter.  The file is in pdf format and FREE. 

Click here a limited time offer: 

SPECIAL OFFER

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