Many people have asked what’s the secret to writing a
compelling sales letter that sells. Every communication you
send to customers or prospects should have a clear purpose
- and your sales letter is no different.

Now there’s simply not enough space to go into detail about
every aspect of your sales letter, but below is a brief
summary of some of the major points you need to address.

Before sitting down to write a sales letter make sure you
are clear about the product or service you are offering,
the price, any bonus offers, whether there is a time limit,
etc.

Think from the point of view of the customer. What will
make them interested in your product or service?

Do not make the letter about you or your company. You will
not make sales by telling customers about the latest events
in your office or the history of your company’s expansion.
The letter should be about the customer, their problems,
and how you can solve them.

Headlines are the most important part of a sales letter. So
it’s important that you try to come up with at least twenty
different headlines and then select the best.

Generally headlines should be longer than 3 or 4 words, but
less than 17 words. Take a look at newspaper headlines and
other sales headlines for inspiration. Be specific. If you
have a figure of 37% then use it, do not say ‘over 30%’. Do
not exaggerate in your headline to get attention. If it
cannot be believed readers will not bother to look further.

When you first begin writing the main body of the letter do
not edit it as you write. Just write what you think is the
main, important message and do not stop to correct spelling
mistakes or grammatical errors. If necessary stare
determinedly at the keyboard as you write, or better still
turn the monitor off on your PC.

The reason for this is that if you continually stop to make
corrections the words will not flow and the message may
become confused. Don’t get me wrong, it’s vitally important
to make sure that your final copy contains no spelling
mistakes. But this should be done once your first draft is
completed.

Avoid long sentences and paragraphs in your sales letter.
You want to make the letter as easy to read as possible and
the most effective way to do this to “trick the eye” by
creating whitespace.

You can do this by breaking the letter up into subheadings
that refer to the contents of the next section. Your
subheadings should give enough information for someone
skimming down the page to understand your offer.

Once you feel your letter is complete put it aside for a
while before reading through it again. You may spot
mistakes or areas of confusion that you didn’t initially
notice.

If you cannot leave it for a period of time give it to
someone else to read. Ask them to skim through it to see if
they get the main points of the message. If they do they
can then read each sentence and give you their impression
of the letter.

Now as I mentioned at the start, this is only a very brief
summary on the steps you need to follow to create a sales
letter. While it’s by no means a full-blown explanation, it
gives you a place to start.

Have a great week

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Discover how one guy has made over $3.5 million in online
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The 60 Second Weekly Tip…

If you use Adwords as part of your PPC campaign you’ll know
that at times Google can be pretty tough when it comes to
approving minimum bids for certain keywords.

At times your keyword bid prices will be refused by Google
on the basis that they are too low. When this happens
Google will place the affected keywords on hold until you
increase the prices. Hey you can’t blame them for trying as
they are running a business

This happens more often than you think, but before you
accept their request and increase the price of your bids,
here’s a little tip that can save you big dollars over a
period of time…

When you’re asked to increase your bids, do nothing.

Yep you heard me correctly. It may take a couple of weeks,
but after a while Google will get the message and you’ll be
surprise how often they take the view that anything is
better than nothing, so they will just approve your bid
prices.

Now this may not work for all keywords, but it does work
for most.

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For your enjoyment (and information), here is this week’s
quick trivia question…

What is deoxyribonucleic acid?

As usual the answer can be found later in the newsletter.

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Featured Article
=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=

Using “Position Marketing” to Gain an Edge!

Positioning is putting yourself in the right place in the
eyes of your market. You need to convince your market that
you are an expert that can be trusted in your selected
niche. In other words, your seen as a respected and
reliable resource for information.

Positioning is easy created by simply providing quality
information of interest to your market that targets the
problems your niche market may be facing. Your market is
the people who would be likely to buy the services or
products you offer.

Let’s say your niche market is people who like to fish.
What they buy are reels, poles, lure, etc… things they
need to fish with. You could create a free report that
these people would be interested in to help them, such as

- 25 Year Veteran Uncovers His Never Fail Tips to Landing
Monster Salmon…

- Discover The Fine Art of Fly-Tying that Even a Complete
Novice Could Master…

- Learn the Hidden Secrets of the Best Fishing Spots Your
Grandad Never Told You…

- The One Tip That Will Allow You to Cleaning a Bass in
Less Than 60 seconds…

Now these are just an example, but if you create reports
that focuses on aspects of your niche you will attract the
interest from your target market - the people most likely
to buy from you.

Chances are if those readers found something useful in your
report, then they would be interested in reading more…
and they will also want to give it to their friends. So
give it to them by getting them to sign up to your list!

That is how positioning works, and the rewards in utilizing
this technique can be very profitable. Creating a list of
targeted, loyal and responsive prospects is without
question the most effective method of creating a
sustainable and profitable business.

Not only can you show them how to catch more fish with the
least possible effort, you can also explain the benefits of
how your products can best help them to achieve their
goals. Since you will be perceived as an expert, they will
look forward to contact from you to get the latest tips.

One you’ve built trust and a relationship with your list,
you can then begin to offer your list exclusive deals, deep
discounts, holiday specials, even the chance to sign-up for
a paid subscription service where they get the meanest down
and dirty underground secrets of fishing success where the
fish don’t stand a chance in Neptune.

The secret to positioning is to communicate with your
market and giving them what they desire. But above all,
look for answers and innovations. Then find a way to use
them in your marketing and advertising. People will always
be interested in new and better things and are drawn to
those who have them.

This will not only help in positioning yourself as an
expert, but also in finding ways to position your products
or service as having unique benefits. You do this by
finding unsolved needs and thinking up solutions. Being the
first at something also affirms you as an expert par
excellence.

If you do these things, you and your business will be
positioned. You will have the marketing edge.

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This Week’s Trivia Answer
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Here’s the answer to the trivia question I asked earlier…

What is deoxyribonucleic acid?

Answer: DNA

CSI fans would have got this one right easy

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Off-Line Marketing Strategies
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Using Classified Advertising for Maximum Benefit!

If you haven’t done it yet, prepare a press release for all
the local newspapers in your area. When it comes to
actually placing your classified ads avoid your larger
metropolitan newspapers. Classified advertising in large
newspapers is fruitless for a small business owner unless
you happen to rent or sell real estate.

The smaller weekly, bi-weekly or monthly papers are usually
easier to work with and cheaper to advertise in. If your
business specializes in a particular niche, look for
specialty newspapers.

For instance, some cities have newspapers that targets
senior citizens. Another example might be one that
specifically appeals to women. So your first step would be
to prepare a list of all the newspapers that you feel would
be a good resource for your business.

Your next first step should be to call or visit each of
them and request a “media kit.” What you receive as part of
this kit can vary from a single page “rate sheet” to an
elaborate portfolio.

Try and avoid speaking to the sales person and whatever
happens, do not place any advertising at this point. You
are on a fact finding mission only.

Your next step is to review the material in the media kit.
At the very least you should receive a copy of the
publication, a rate sheet and a list of upcoming seasonal
specials. You may very well receive two separate rate
sheets. One will be for “classified ads” and the other will
be for “display” ads.

Once you have reviewed all the material you’ve gathered,
create a list of those publications that meet your
criteria. One thing to note is the difference in rates
between classified and display advertising, as display
advertising rates are normally substantially higher.

Once you have your list ready, now is the time to call and
ask to speak to the sales rep that covers your area. A
sales rep wants your advertising, so they will try to sell
ads, but a good rep will take the time to help you put
together an ad campaign that will meet your budget and
expectations.

Negotiate with the sales rep to have your press release run
concurrent with a paid display ad. It needn’t be a huge ad,
just make sure that they are both on the same page and it’s
large enough to be noticed.

If you can afford it, make a deal for a multiple week run
of a smaller display ad. This will give you “leverage” and
they will see you as a potentially serious advertiser that
could generate substantial ad revenue in the future.

Pick up any print media and you will see that text is
usually above the fold, so if you are given a choice of
below the fold outside or above the fold inside, take below
the fold. If they know what they are doing, they won’t put
ads above the fold anyway.

Ads run from left to right and right to left depending on
the page. If you begin at the outside edge of the page to
the center (whether it’s the left page or the right), the
ads will generally be tiered like a pyramid from outside to
center sloping downward.

We read from left to right. So if you are on the left side
of the paper, you want your ad to be seen first, BEFORE the
eyes read the text to follow.

If you are on the right side of the paper, you want to be
the last thing they see at the end of a line. So outside is
always best. Outside ad placement is reserved for larger
sales and are almost always read.

Another thing to remember is to always ask about “seasonal”
specials. Most publications have one or several special
inserts or, in some cases, entire issues that are published
during specific seasons.

Keep these tips in mind and you should be on your way to a
successful newspaper advertising strategy.

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Have You Got Any Comments?
=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=

This is your chance to speak out.

Comment on articles I’ve run in the newsletter, give me
your thoughts on changes or your ad testing results or
questions relating to your business, etc.

In other words, just talk to me about what you think I
need to do to improve the newsletter.

Be sure to include your website address too, because if
I use your comments in a future issue of the newsletter,
I’ll thank you by posting your address so that you can get
additional free traffic to your site!

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That’s a Wrap for this Week
=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=

That wraps up another week’s newsletter and I hope you
enjoyed this issue.

Don’t forget to send me any comments or questions you
may have to the Feedback Loop. I would be only too happy to
help you in any way that I can.

From time to time I’ll send you important updates
that will provide information that has the potential to
greatly improve your online business… and of course
your profits!

However, you can rest assured that I will only ever
recommend products that are considered to be of HIGH value
and will provide indisputably benefits to help you grow
your business… that’s my guarantee!

Your friend,

Gilles Rais

Categories: Newsletter Issues