How To Make An Impact With Sales Letters

What’s the first thing you do when you get a sales letter? (That is, if you actually read it?!)

You probably skim it through, read the headings, get a gist of what it’s trying to sell you, and then…?

Well, research has shown that when a customer actually does read a sales letter, they invariably look to the end of the letter fairly quickly, and they are most likely to look at who sent it and then the PS, if there is one.

So my biggest tip to you when you want to make an impact with sales letters or email  is to include at least one PS.

This ‘post scriptum’ or after-thought, can be utilised very effectively, if you know what attracts your prospects.

As it’s often the first thing your customer looks for, get a strong message into it, such as a special offer or time-based reminder.

You might even try two or even three PS’s.

The first one (PS)  is to re-iterate the best benefit your prospect will get from your product or service.

For example:

PS Don’t forget that anyone who attends one of our sales courses also receives 6 months of unlimited email and telephone support from their course leader! After all, it’s after the course when the real work starts! MTD will be there for you whilst you implement what you have covered for any personal help or guidance.

The second one (PPS) is to put an action date or time.

For example:

PPS. Book by the first of next month, and you’ll get a discount when you book on one of our advanced courses!

The third one (PPS) can be used to state what bonuses or free offers might be available.

For example:

PPS. All attendees on our Advanced courses receive a free CD pack on ‘How to take your sales through the roof!”

Utilise the way that your prospect reads letters. Use PS’s to your advantage and you’ll see interest increase in your sales letters. And that can only be good for business!

Happy Selling!

Sean

Sean McPheat
The UK’s #1 Authority On Modern Day Selling
MTD Sales Training

Think About Your Own Headlines When You Sell

You’ve probably heard a million times over that the most important part of an advert is it’s headline.

Why?

Well, that’s because it grabs your attention and makes you want to read on further!

Well, the same can be said for your openings in what you say and the headlines that you write in your prosposals and emails.

It is so important that you get this right because your first impression, the first thing out your mouth, that headline you write in your proposal and the subject topic you write in that email will either make the prospect want more or will turn them off.

So work on your openings. Write down 10 different openings to get that prospect to come in to your trade stand, create some openings for your cold calls, create some headlines for when you reply to enquiries via email.

And make sure they grab the attention of your prospect if you want them to make a grab for their purse strings!

Happy selling!

Sean

Sean McPheat
MTD Sales Blog
MTD Sales Training

Telephone: 0800 849 6732

Want Sean To Speak At Your Conference Or Business Event?

Sales Copy Tips

Here are two effective sales copy tips…

If you are writing a sales letter or a direct mail piece you should always include an attention grabbing headline and a PS at the end of the letter.

A HEADLINE – This grabs the readers attention and makes them curious to find out more. If your letters do not have a headline then I recommend that you change this approach! You have nanno seconds to make the reader read on and an effective headline hooks the reader in.

The best headlines are “HOW TO” headlines.

Here are some examples:

How to reduce your printing costs by 43% without compromising on quality.

How to improve your effectiveness by 2 hours each and every day with a foolproof idea.

How to become a qualified football coach without ever kicking a ball!

Don’t they create curiosity? Especially that last one!

Another top tip is to use a PS at the bottom of your letters. It is one of the first things apart from the headline that your reader will look at so make sure you have one!

So what should you include within a PS?

Well, in my opinion you should include your biggest and best benefit!

It’s a great opportunity to hit your readers with a main USP of your products and services. Here’s what I mean…

Yours Sincerely

Sean McPheat

PS Don’t forget that anyone who attends one of our sales courses also receives 6 months of unlimited email and telephone support from their course leader! After all, it’s after the course when the real work starts! MTD will be there for you whilst you implement what you have covered for any personal help or guidance.

Sometimes, you can put two or three PSs.

For the example above I could recap the offer I was making in the letter…

Yours Sincerely

Sean McPheat

PS Don’t forget that anyone who attends one of our sales courses also receives 6 months of unlimited email and telephone support from their course leader! After all, it’s after the course when the real work starts! MTD will be there for you whilst you implement what you have covered for any personal help or guidance.

PPS If you order by 25th November you will also receive a 13 CD set called “Martini Sales Closing – Anytime, anyplace, anywhere!”

Pay close attention to your headlines and your PSs and watch your response rates soar!

Happy selling

Sean Mc

Sales Copy Nuggets

Here are some top tips when writing sales copy:

“The headlines and sub headlines that you write will make or break your copy. You need to create curiosity and the desire for them to read on!”

“Focus on benefits and what your products and services will do for your prospect/client”

“Use bullet points to explain features and benefits rather than lots of text. It looks better and will be more easily consumed by the reader”

“Great copy focuses on the problems that your readers have and the way that your solution will solve it for them”

“Make sure that you include comments from satisfied customers within your copy. It builds social proof and credibility”

Sean McPheat