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The 4-Step Formula for Writing
Sales Letters That Get Results
by Allan Katz There is a simple 4-step formula that will help you create
clear, more powerful sales letters that get results. Most sales letters
forget to involve the reader and drone on and on about how great the company
is, forgetting to talk about the benefits to the reader.
ATTENTION:
To motivate the reader, you must grab their attention quickly. One way
to do this is to ask an intriguing questions that you know is a concern
to the prospect. If you asked the prospect in person, “what concerns
are you facing in your business right now,” what would he say? For
example, some people might procrastinate and leave the marketing of their
businesses on the back burner, to get to later. Well, sometimes, later
never comes. So, to approach this subject you might ask in your letter,
“ Will 2001 be the year you get serious about marketing?”
INTEREST:
Now that you’ve got the prospects attention, you have to keep his
interest by showing him that you understand the problem and you have the
solution to that problem. Restate the problem and then offer a description
of how your company solves that problem to their satisfaction.
DESIRE:
To persuade the reader you must use words that hook the reader into your
message. Many writers make the mistake of simply talking about themselves
at this point and completely ignore the facts and benefits that the reader
needs to know to make an intelligent decision. Be specific and talk about
the details that make your product or service better than your competitors.
Insert comments from satisfied customers here or tell about your credentials
that establish you as the expert in your field. Remember, however, to
always bring the copy back to the benefit to the reader and why he needs
to act now.
ACTION:
If you're selling consulting services, ask for a contract. If you're writing
a fundraising letter, include a reply envelope and ask for a donation.
In short, if you want your letter to get results, you have to ask for
them. In lead generation, you can offer a free benefits analysis or consultation,
or give away a free booklet on the “10 ways to improve your bottom
line profits.” Make it easy to respond. Give them your phone number,
fax number, toll free number, e-mail address and a business reply card.
Tell them what to do and how to do it to respond to you. Don’t assume
the prospect knows what you want from them.
As with any creative exercise, formulas are meant to be broken. The AIDA
formula is a great starting point to structuring your message for maximum
impact and meaningful results.
About the Author
Allan Katz is President of Katz Innovation Resources, dedicated to coaching
and helping retailers and service companies retain their customers and
employees. He is a 21 year direct marketing veteran and the author of
4 books on marketing including, "The Complete Guide to Retail Loyalty
Marketing."
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