Why Sales Letter Matter

We haven’t spoken a lot about the idea behind sales letters.

Usually the two big questions I get are how to start selling pre-need from scratch and what type of information do I send prospects?

Once you’ve gotten out of the habit of cold calling and door knocking for new business you must rely on the informational approach when prospecting.

Most of you know I refer to warm-fuzzy prospecting as TWO-STEP-PROSPECTING.  The idea is to get your Prospect to raise a hand in interest. 

The two most successful systems I use to sell pre-need are:

The follow-up system

The Stay-in-Touch program.

The stay-in-touch program is the long-term follow-up system you use to contact your Prospects over a long period of time.  I stay-in-touch with my prospects monthly through a newsletter.

The follow-up program is more important because you are contacting your Prospects over a specific period of time and will use sales letters in the process.

The follow-up program is where you’ll use sales letters the most.

Let me tell you what a sales letter is:

1. It is used to generate leads
2. It must be conversational
3. It must not look like a Madison Avenue advertisement
4. It must be simple and concise
5. It must be written to your specific audience (niche)
6. It must be long enough to say what you need to say
7. It cannot be boring
   The better you target your letter the better the response

You must have testimonials in your sales letter.

Let me tell you some myths about sales letters:

Myth Number 1
It has to be one page in length

Truth Number 1
The longer my sales letters the better the response

Myth Number 2
Use company letter head/envelopes

Truth Number 2
Plain white envelopes get higher responses

Myth Number 3
People won’t read long letters

Truth Number 3
People want the info that is applicable no matter how long

Myth Number 4
Mailing only one letter to your prospect

Truth Number 4
Mailing only one letter to your prospect will not work.  You must send multiple mailings sequenced/linked together

I’ll be covering each of the above myths over the next couple of days and how you can use sales letters to increase your close rate, response rate, and referrals.

Until next time, Happy Selling!

David

Click here to see a previous post on Sales Letters.  Why a Sales Letter Needs  A Headline:

http://howtosellpreneed.com/referrals/why-a-sales-letter-should-have-a-headline

.