Assembling a sales letter is just like assembling any other piece of equipment. And Dan Kennedy is here to provide the method for writing the ultimate sales letter that will help you attract new customers and boost sales.
Get the Knowledge
You will not be able to create the most effective sales letter until you have gained the knowledge relevant to the opportunity. The goal is understanding. To persuade someone, to motivate someone, to sell someone, you need to understand that person. The more in touch you are with that person, the more probable your success.
To do this, establish these facts about your customer:
- What keeps them awake at night?
- What are their top three daily frustrations?
- What trends are occurring and will occur in their businesses or lives?
- What do they secretly, ardently desire most?
- Who else is selling something similar to their product, and how?
A great way to establish these facts is to visualize your letter's recipients as living, breathing, thinking, feeling, walking, talking human beings. Try to become one with the recipients of your letter, so you can anticipate their thoughts and reactions.
Envisage the Moment
Visioning the action can prepare you for real-life and anticipate what needs to be done to achieve success. A key part of this is thinking about getting the finished letter into the hands of people who can respond. If it screams “junk mail,” it tempts recipients to bin it without a second thought. If it appears to be important or desirable, it is less likely to enter the recycle bin unopened.
Picture the person you've sent your sales letter to with a stack of mail in his hands, sorting through that stack, standing next to a wastebasket. How do you get your sales letter opened? No one is sitting around hoping and praying that he will receive your sales letter. When it arrives, how do you make sure it’s welcomed?
Here are some ideas
- Use superior quality paper and envelopes
- Avoid stuffing too many advertising enclosures in the envelope
- Incorporate prestige appeals in your sales letter
- Consider offering a free initial consultation or a free package
Black Pen, Red Pen
Up until now, the steps of the system have put you through a great deal of preparatory work. Now you can start doing what you wanted to do in the first place—write. Let your creativity flow and just write.
After it’s finished and you’ve begun the editing process, focus the most energy on the relative minority of the letter recipients who will be interested in the message. The letter appears should also be easy to read—use everyday language
One final important thing to remember to include is that you should respond to every possible question or objection. The answers to most objections or questions should include most of these items: a direct answer to the question or objection, a verifying testimonial comment, case history, or story, and a restatement of or reference to any guarantee/free trial offer made.