by: Peter Geisheker

Sending out sales letters to prospective customers or potential clients can be one of the most effective ways to create loyalty and get your market to buy. But so many sales letters are regarded as junk mail by today’s consumer – and they are right. When was the last time you opened a sales letter in the mail and actually read it? Why not? Because the bulk of today’s sales letters don’t entice you, they don’t speak to you, and most importantly, they don’t give you any reason to bother. Here are ten mistakes that you might be making now that is costing you thousands of dollars:

#1. Your letter doesn’t speak to anybody in particular.

Okay, you bought a mailing list and you shipped out a letter. Who is receiving it? Is it a specific gender? Do they have a particular career? How much money do they make?

Companies fail to get to know their market, and it cripples not just their sales letters, but their marketing in general. Take some time to study your target – what makes them tick? Then you can craft a sales letter that speaks directly to their wants and desires.

#2. It’s missing a headline.

Sales letters need to attract the eye. Without a headline, a sales letter is just a block of words that can easily be ignored. Just look at the headline of this article: it speaks directly to YOU, doesn’t it? It speaks in the present tense, and it implies that there is information in this article that you need to read now (and it’s true, too!). That’s a big reason why you are reading this, isn’t it? Motivate your readers to keep reading!

#3. You don’t know the difference between FEATURES and BENEFITS.

This is the biggest, most common mistake that companies make in their sales letters. If somebody writes me a letter and says, “Hey! Look at what we’ve got! Look what we’ve done! Aren’t we great?!?”, I’m going to throw it away in a heartbeat.

What do people want to hear about? They want to hear about themselves. It’s simple human nature. We all have egos, and they need to be stroked. So talk about them: “Hey! You know that problem you have? This is how we can help you out…”

If you are writing about your business, you are writing a FEATURE. That’s not what you’re supposed to be writing. If you are writing about the consumer, you are writing a BENEFIT. That’s what people want to hear about – what’s in it for me?

#4. Give them a reason to respond.

If your response rates are down, you may not be giving your market enough of a reason to contact you. Where’s the offer? If the consumer reads your entire sales letter, but they are not motivated to take action IMMEDIATELY, you did it wrong.

Give them a discount or some form of special offer for responding to the letter. You need to motivate them.

#5. You are assuming they’ll take your word for it.

You need proof. That means statistics that show it works. That means testimonials from people who have enjoyed the benefits. People won’t just listen to you based on what you say – show them what others are saying.

#6. Your letter is unpleasant to look at.

Beyond the headline, how have you formatted your letter? Is it just a bunch of words? Then forget it. You might as well have mailed them a 700-page Charles Dickens novel, because that’s what they will relate this to. You don’t have to put in pictures necessarily, but at least put in some sub-headlines or lists. They need something they can easily scan to get the gist of the letter beforehand. It will increase the odds of them reading the whole thing.

#7. You didn’t break down the barriers.

Barriers are things that keep the consumer from buying from you. Most of the time, this refers to risk: they worry that they are investing their time or money in something that won’t work. You need to guarantee them that it will be worth it. Offer them a 30-day, money-back guarantee. Give them a reason to take the plunge, risk-free, and there’s a good chance they will.

#8. You don’t have a “P.S.” at the end.

The “P.S.” is a great way to hit the last few skimmers – people who aren’t reading. Sum up your biggest benefit, combine it with your offer, and throw it in as the last line in your letter. Watch those response rates grow! For example:

“P.S. Stop wasting your time resharpening those old knives! Order your complete set of 6 Revolution Steak Knives and use them for 60 days at no cost!”

#9. Nothing makes you stand out.

Who are you targeting and why? You need to position yourself as something unique. If you are just like the others, then no one will buy. Remember that when you make your offer and explain your benefits. They need to have something different about them to motivate your specific target market.

#10. They’re not even opening the envelope.

If your letter comes in a plain white envelope, you’re going to lose. Put a killer headline on the outside of the envelope. Consider hand-addressed envelopes. Or, as many companies do, take advantage of the “lumpy mailer”, where you put something in the envelope that makes it feel bulky – so people will tear it open just to find their free gift. Your envelope needs to stand out from the rest of the mail in their mailbox. How is your sales letter standing out?

Peter Geisheker is the CEO of The Geisheker Group of marketing companies. The Geisheker Group performs strategic marketing and copywriting for mid-to-large companies. For more information, please call (920) 471-1638 or visit us at http://www.geisheker.com.

by: Robert Greenshields

The sales letter has been around as long as the letter. Some of the killer sales letters of all time were written by Robert Collier in the first half of the last century.

His most famous letter begins, “Will you do me a favor?”

“Will you do me a favor? For twelve years now, you know, we have been selling the famous “Keepdry” coat direct to the customer, at a saving of many dollars from the usual price. This year I want to vary the line a bit… So I’ve come to you as a customer of the house: Will you try out one of these new “Any Weather” topcoats for me for a week—WEAR IT—see how it feels, how it looks, how it compares with topcoats… And then write me?”

Already, Collier’s reader is deeply involved. He’s been reminded of the company’s quality (which of course testifies to the reader’s own good taste since he’s an ongoing customer), and he’s been asked to try a new coat as a personal favour to the manufacturer and to share his opinion of it. Those hooks alone might have made the sale, but Killer Bob is just getting warmed up.

“Needless to say, I’ll send you a coat you can be proud to wear anywhere… If you will fill in the three simple measurements called for on the enclosed card, I’ll get one of these new “Any Weather” coats off to you at once by pre-paid Parcel Post—to be worn for a week at my risk and expense—FREE!… At the end of the week, if you should like the coat so well that you want to keep it, you can pay—NOT the $25 or $30 that you are accustomed to paying for coats in stores, not even our low-direct-to-the-user “Keepdry” price of $16.85—BUT OUR SPECIAL INTRODUCTION PRICE TO YOU, ONLY $14.85! Otherwise just send it back at our expense, and in payment for the week’s wear, tell me frankly your honest opinion of the coat and its saleability.”

That letter sold 20,000 raincoats. After all, people like to help.
 
Collier was far from alone in writing great copy back then. In 1921, Publisher A.W. Shaw collected 5,063 letters that had made big sales. The publisher whittled the list down, published 72 of them, and analyzed and dissected them.

The result was “72 Letters and What Made Them Pay.” This classic text shows how sales letters turn prospects into your friends. It shows how letters can pull 20% returns—in one case a 61% return. Here’s the opener of the 61% letter… “There is a man in Boston who has a unique way of making a living.” What would you give for a hook like that? What would you give for returns like that?

Maybe you’re thinking, OK, that was really smart over 70 years ago, but it’s long since outmoded. Well, here’s a recent killer letter from Boardroom Reports, one of the top direct marketing companies in the world. It opens…

“Our records show that you’re one of our best customers, and that’s why I’m writing. Frankly, I need your help. I’m asking you to take part in a little marketing trial I’ve put together.  Our company has a lot riding on the outcome, so I’m really hoping you’ll participate… “

Get the point? Involvement, establishing a relationship, giving real importance to the reader… These “tricks of the trade” are eternal, and they’re not really tricks, because they’re how people communicate and how they do business. They worked then, they work now, and they’ll work forever. Try Collier’s technique on your prospects—I bet they do you a favour.

Robert Greenshields is a marketing success coach who helps business owners and independent professionals who are frustrated that they’re working too many hours for too little reward. Sign up for his free tips on earning more and working less at http://www.MindPowerMarketing.com

by: Holistic Sales Marketing

Chefs are famously temperamental. There is a lot that can go wrong in a kitchen and all the chefs put their reputations on the line at every service. If they also happen to own a restaurant it could also mean they lose even more. So we should understand why chefs get angry in the kitchen. The pressure is on and the temperature is high.

One thing a chef does not want to worry about is the quality of their chef clothing. They expect their chef whites to cope with everything that is thrown at it. While concentrating on delivering the best food they can for their customers the last thing they need is for their restaurant clothing to let them down.

At Next Day Catering chefs can get the best quality chefs whites for excellent prices. As the UKs number one catering equipment supplier they understand what is required for catering clothing that has to survive everyday in the special atmosphere of a professional kitchen.

If they can a chef wants to remain as cool as possible. Next day have some remarkable chefs jackets that will help to keep them cool. With tiny vents which allow cool air to circulate these chefs jackets draw heat and moisture away from the body. This wonderful CoolVent fabric is also durable and machine washable.

With all the movements a chef makes during a long service rushing around a kitchen during a busy service catering uniforms have to be able to cope with it all and allow the chef to feel comfortable. A kitchen is a dangerous place and a chef has to have complete freedom of movement within their catering clothing.

There are things in a kitchen that a chef cannot control but by providing high tech, comfortable and durable chefs whites and restaurant clothing Next Day Catering allow the chef to feel in control. Because if a chef feels completely out of control in their own kitchen that’s when the blood pressure can rise and they can reach boiling point. So it is a good thing that the chefs whites from Next Day Catering will not let any chef down.

However, they still can’t promise though that even if a chef is wearing chef clothing from Next Day they won’t lose their temper. All chefs lose their cool. What they can deliver is high quality, well-priced catering clothing.

SEO and Online Marketing by Holistic Sales Solutions Ltd
Nextday Catering
Suite 16
Bridgewater house
Surrey Road
Nelson
Lancashire
BB67AF
0870 161 2002

The author invites you to visit: http://www.nextdaycatering.co.uk

by: Kathleen Ann

What sets direct marketing apart from mass marketing and image based advertising is the one-on-one customer relationship that is the foundation of this marketing approach a.k.a. relationship marketing.

So it doesn’t start or stop with a sale which is more in line with the catch and kill methodology. A sale at any cost. Where turnover is king and little regard is given to the purchaser beyond their purchase.

In fact, because of it’s very nature relationship marketing is all about the long term value of the customer. Where making sales is an integral part of the process and not the only goal. And there’s no better way to maximize the value of each and every sale than by strategic follow up with after sales service.

The good news is this whole process can be automated. With a series of auto responders you can efficiently and effectively communicate information that will not only reduce refunds but will increase the potential for future sales.

Follow these 7 simple steps to automate after sales follow up using auto responders.

Day 1 – immediately: Confirmation of the order and thank you. Let your customer know you appreciate their business. Restate the benefits and remember to praise their good decision to purchase. Also state the action you want them to take with specific instructions on how to access their purchase as well as how to contact you if they have any problems.

Day 2: Check if they have successfully accessed everything. Encourage them to download their purchase and begin using it. Re-enforce the benefits to be gained and why they should do that now.

Day 3: Connect with your customer and invite interaction. Ask if they have any questions. Let them know they have purchased from another human being and not a machine.

Day 4: Offer helpful suggestions to get the most out of the purchase. Point out specific usage you want to encourage.

Day 5: Restate how to get help, and offer answers to the most frequently asked questions which besides being useful will overcome any unvoiced objections.

Day 6: Ask for testimonials. This will consolidate their belief in why they purchased and also give you valuable customer endorsements to use in your ongoing marketing.

Day 7: Send an unexpected bonus gift. A surprise gift will be appreciated and valued and enhance your relationship while simultaneously reducing the chances of a return of the current purchase.

Of course you can really power up your marketing if you, or one of your team, mix a little high touch with this high tech system and simply pick up the phone and welcome your new customers personally.
Small business marketing expert Kathleen Ann is the “Marketing Champion for small Business and entrepreneurs.” As a Certified Money, Marketing and Soul Coach Kathleen delivers breakthrough marketing strategies so soul-inspired entrepreneurs can Brand, Package and Price their services to quickly create more money, time and freedom in their business. For free articles, free resources and to sign up for her free audio and transcript “7 Must Know Secrets to Business Branding Success”, essential Branding strategies to help you attract qualified ideal clients in droves, visit www.powerupyourmarketing.com

The author invites you to visit: http://www.powerupyourmarketing.com

by: I. M. Andrews