“How To Use A Simple Sales Letter To Get Anything You Want!”

by Craig Garber

Sometimes you reach a milestone in your life, that causes you to sit back and think about the circumstances leading up to it, and everything it took to get you there in the first place.

If you're lucky, you can look at your milestones with some sense of pride and accomplishment.

Other times, you might feel a sense of "melancholy"... or "sadness".

I recently had an experience that made me feel both pride and melancholy, and I'd like to share it with you.

Oh, and in case you're beginning to think this week's tip doesn't have anything to do with marketing...

Shame On You!

Because in a minute, I'm going to write a simple sales letter and show you how to use it to make as much money as you want! 

O.K.?

Alright then, let's roll up our sleeves and dig right in here.

I've got 3 children. 

And I don't know your situation, but if you have any children yourself, I'm sure you'll agree, as your children reach different milestones in their lives, you start reflecting on things.

Anyway, my oldest son Nicholas is 14, and... he's a pretty sharp cookie.

He's been a great help to me on a lot of my projects, and the truth is... he's picked up a thing-or-two along the way, about direct-response... and about writing copy.

So when Nick recently applied for a job at our local Publix Supermarket (his first part-time after-school "real" job), I asked him what he was going to do, to make himself stand out head-and-shoulders above the crowd.

After all, there were 297 other kids applying for the same job he was.

And of course, Nick being a chip off the old block, said...

“I'll Send 'Em A Sales Letter Dad!”

And so here's a copy of the letter my son sent to the store manager, immediately after he applied for his job:

August 10, 2004 Mr. Thomas Peters Publix Supermarket “How To Prevent Your Competition From Stealing Your Best Employee, Right Out From Under Your Nose!” Dear Mr. Peters, As you can see, I have attached a nice, crisp one million dollar bill to the top of this letter. Why have I done this? Actually, there are two reasons: First, I have something extremely important to tell you, and with all the junk you get in your mailbox, frankly I needed some way to make sure I caught your attention. And second, since what I have to tell you concerns making money, I thought using a million-dollar bill would be an appropriate "eye-catcher". What's this all about?  Let me tell you. If you want to hire an eager and enthusiastic entry-level employee, who spends more time looking for things to do, than wondering what to do, then this is the most exciting and important message you will ever read! My name is Nicholas Garber.  I'm a 14 year-old student, and life-long Plantation resident, about to enter Faber High School (the public "Faber", not the "private" Faber). For the last 10 years or so (at least that's how long I can remember anyway), I've been going to your store with my mom, usually... at least once a week. And ever since I was 10, I've been telling my mom, "Mom, as soon as I'm able to work, I'm going to get a job working in Publix." Well, needless to say... That Time Is Now Here! You see Mr. Peters, last Friday my dad drove me over to your store, and I spent a half-hour or so, filling out your electronic job application. I realize your staff has loads of applications to sift through in addition to running your store, but I wanted to take this brief moment of your time to let you know, why you'd be losing the employee of a lifetime, if you passed my application by. Here's what I can do, that most other people my age, can't do... and more importantly... here's how it can benefit you: First, I'm a hard-working person!  My dad works harder than anyone else I know.  He's always taught me how important this is... and he's made sure all of us (me, my brother, and my sister) have earned things along the way. So I guess what I'm saying is, I'm not afraid of hard work, and I'm not going to be one of those kids who's always looking for a break.  I know, working hard will help Publix make more money, and this will help me get better positions and more money as time goes on. Second, I know how important it is, to always accommodate your customers!  I realize, if your customers are unhappy... and if they stopped shopping at your store... everyone would be out of a job. And that would not be good! So don't worry -- even though some of your customers may be cranky and frustrated, I don't really take things like that too personally, and I'll make sure to always do my best to make them feel good -- especially the ones who are "having a bad day".  And... Lastly, I’m really excited about the opportunity to earn money!  So, if I'm scheduled to work... outside of serious illness or an act of God, I promise you... I'll be there, and... I'll be there on time! If I sign up to work a shift, you won’t ever have to worry about me not showing up!  This means you'll never be short-staffed and having to run around asking someone else to work late... pay overtime... or banging out the phones to hopefully find someone who can come in early or on their day off, on my account. Anyway, if you want to bring me in for an interview, please call me right now.  My phone number is 954-xxx-xxxx (actually, that's my dad's cell phone), and if I'm not around when you call, I promise to call you the moment I get back. Thank you for reading this letter and I hope to see you, and start working for Publix, really soon! Sincerely, Nicholas Garber P.S. Since school's starting on the 16th of August, I'm in the process of applying to a few different places to work, so I can get my schedule sorted out.  But the truth is... Publix really is my first choice.

Then, my son stapled the million-dollar bill to the top of his letter, and next we tucked this little gem safely away in a flat-rate U.S. Postal Service Priority Mail Envelope.

After this, we watched "Starsky and Hutch" with the rest of the family.

Monday morning we dropped the letter into our mailbox, and we waited.

Wednesday afternoon around 2:00, I got a telephone call from Mr. Thomas Peters, the manager of our local Publix.  He was looking for Nick.

He mentioned to me how amazing this letter was... that he had never seen anything like this before... and how impressive my son was. 

I agreed on all counts, and after thanking him for his call, I handed my son the phone.

Mr. Peters (a very nice man, by the way) told my son, he really was looking to hire people who could work evenings.  Unfortunately, Nick can't work past 6 p.m., because Publix won't let kids do this until they're 16 years old. 

But because of the letter Nicholas sent, Mr. Peters said he just had to speak to him and bring him in for an interview anyway.

He told him...

They would create a position for
someone who was this impressive!

The next day, Nick went on his very first job interview and "bam", just like that, he's got his first job and he starts training next week!

Now, let's get to what's really important here.  And that is...

How you can use a simple letter
like this, to make you a fistful of rupees!

So let's get right to it!

First of all, the real reason this letter worked so well, is because:

1. It really did make my son stand out.  Trust me, no one else sent in anything, and if they did... it certainly wasn't like this.

2. It evokes an emotional response throughout, especially in the list of the "3 ways" Nick can benefit Publix.

3. And lastly, it works on the "fear of loss" emotion.  If Publix doesn't grab this kid, they're going to get some other lethargic 14 year-old instead!

You'll notice, I've pointed out the 7 Critical Components Of Your Sales Message, in the margin to the left of Nick's letter... to coincide with the list I gave you on your “Now At Last, Here's A 100% Risk-FREE And Guaranteed Way To Take All The "Guess Work" Out Of Your Sales Copy!” web page.

Also, I've highlighted some of the text in yellow.

Let's take a look at each of these components, and see how, with very little modification... you can use a letter almost exactly like this, to sell whatever it is you want to.

O.K.?

1. Your Headline:  Let's say you're selling subscriptions to your internet newsletter. 

Maybe you'd have a headline that says something like...

“5 Proven Ways To Make Money Online In 31 Days
Or Less, Without Working Yourself To Death... Without Having To Be A Computer "Geek"... And Without Having Any Products Of Your Own To Sell!”

That would be O.K., wouldn't it?

2. Your opening Line:  First of all, you should know, that the famous "dollar bill" opening, was developed and perfected by my friend (and the world's greatest living copywriter), Gary Halbert.

And in fact, using a "grabber" attached to your sales letter, along with an opening line like this, is a sure-fire way to dramatically improve your response rates (and your cash-flow, of course).

Here's another thing you can use, if for example... you're one of the best video cameramen around, like my friend Steve Beverly (telephone number 954-771-1607), who's shot footage for the Fox Network... ESPN... and QVC?

Maybe your opening line could say something like:

“If you want to use network-ready video footage that sells like crazy... with edits that are literally seamless... and... that makes you look as attractive on T.V. as a supermodel on the runway, then this is the most exciting and important message you will ever read!”

And what about...

3. Your actual story or sales message:  A client of mine, Ian Kelly, is the owner of an English Candy distributor called "English Delights". 

Ian distributes English "Rock" (which is shaped like a candy-cane here in the U.S., but tastes like no other hard candy of it's kind -- it's simply "lovely" as the British say) and he could open up with something like this:

“Did you know, since 1816 when the first roll of rock candy slid off the old sugar-boiler's press... 14,237,612 rolls of rock have been sold, and each-and-every one of them have been made the exact same way that very first roll was?

It's true!

Each stick of Coronation rock is individually hand-made using the same recipe the Queen once called, "sweeter than the morning dew"”  blah... blah... blah...

That's not a bad way to start a pitch for a somewhat mundane product, now is it?

See, this stuff is easy once you get rolling!

All you need to do is apply a little creativity to your marketing, and before you know it, you've got something to work with!

Here, let's press on before I get thrown totally off-track.

4. Your offer:  What if you sell Petroleum Gas to heat people's homes, like the company my brother works for?

Your offer may say something like this: 

“Why should you switch your gas company?  After all, doesn't each one of us seem to be exactly the same as the last one -- when we want your business, we're smiling ear-to-ear.

And then when you need us, we're nowhere to be found, right?

Well, we're a little different.  See, first of all... we don't pretend to be something we're not.

For example, we don't claim to have the best gas, not by a long-shot.  After all, "gas" is "gas", right?.

That's like saying the tap water on 57th street is better than the tap water on 55th street -- and that just doesn't make any sense, does it?

But, here's where we are a little different:  First of all, when we tell you we're going to make your delivery between 9 and 11...

We're actually there between 9 and 11!

And we also guarantee, if your heater breaks, one of our 23 "Mobile Service Squad" cars, will be there within 24 hours -- or else your next month's gas bill is on us!

And finally, we're so confident you'll be pleased with our service, we're willing to make you the most irresistIble offer you've ever heard!

In fact, my boss over at corporate wanted my head on a platter, the first time I offered this -- but now, he calls me twice a week to congratulate me!  And here it is:

"Use our service for 3 months.  If we don't hold up our end of the bargain, we'll go away and never bother you again...

Plus... we'll reimburse you for all
the gas you've paid for during that time!"

Sounds nuts right?”  Yadda, yadda, yadda...

See, that's the kind of knock-you-off-your-socks offer that's going to attract new customers like a brand new attraction at Disney World attracts visitors.

Make sense?

Good then.  Let's move on.

5. Your compelling reason to act now:  Let's say your my client Ewen Vile, over in Auckland, New Zealand... and you're trying to get people to use your lawn-service.

Maybe your compelling reason could be this:

“If my offer sounds even remotely appealing, I urge you not to hesitate signing up.  Right now, I've got 5 time slots left open in your area, and once they're gone...

That's it!

You'll have no other way of taking advantage of this offer ever again!  (I've had a 100% customer retention rate since 1998, so no time slots in your area are very likely to be open for quite some time, if ever.)”

See, that's a very believable reason, and by backing it up with "reason why" copy as well, you make your case an iron-clad one.

6. Your call to action:  This one's easy:

“To order our famous ex-spouse repellant, grab your Mastercard, Visa, or American Express credit card, then pick up your telephone and call my toll-FREE 800 number (1-800-xxx-xxxx) right now.  Operators are standing by to take your order anytime, 24 hours a day - 7 days a week.

And don't forget to ask for your FREE book, "How To Make Sure You Never Ever See Your Ex Mother-In-Law, Ever Again!", if you are one of the first 17 callers.”

7. And lastly... your P.S.:  One of the safest things to do when you write your P.S., is to re-state one of the strongest benefits of either your offer... your guarantee... or your actual service or product you're selling.

Sort of like this: 

“P.S.  Remember, time is not on your side here. You will not "magically" lose weight simply by thinking about it... hoping for it... or praying for it to happen.

And remember, with your 6-month 100% better-than-risk-FREE money-back GUARANTEE, you have literally absolutely nothing to lose -- except your anxiety... your fears... and your sense of powerlessness!  But...

Ordering this package, may very well... change... your life!”

Anyway, like I said... if you want a more in-depth and candid explanation of the 7 Critical Components Of Your Own Sales Message, check out this web page, right now: “How To Dramatically Boost Your Sales Copy:  A Risk-FREE And Guaranteed Way To Take All The "Guess Work" Out Of Your Sales Copy And Give It An Instant "Overhaul"!”

As far as my son goes, I'm really proud of him.  He's taking his next step and going off into the world, learning how to make his own way in life... and in business.

Of course, at the same time... I'm terrified because of all the bumps in the road I know he's going to come up against.

But, if I were a betting man... I'd bet heavily, he's going to handle things just fine.

The exciting, and yet somewhat "sad" part of this is, I know Nick will be around the house a little less now. 

And for all the excitement that goes on around here (and Lord knows some days I wish it were less), I'm really going to miss that he's not here as much, very dearly.

P.S.  Remember, if you do want me to review your sales copy (it's 100% risk-FREE and Guaranteed), your $200 dollar cash savings will expire in just 26 more days.  After that, I do NOT envision running another special like this for quite some time -- I'm simply way too busy.

P.P.S.  I still haven't finished going over the figures, but as soon as I get the final results in, I'll explain why I needed you to re-sign up as a subscriber to my website the other week.

P.P.S.S.  I'd like to thank one of my subscribers, Olga Farber-Becker.  Olga's a very bright young lady and a rising star who's living in Israel now.  And she was nice enough to point out several spelling errors on my website.

If you'd like to see Olga's website, you can check it out here: www.notrivia.com.

Any comments?

Send them to me by scooting over to the contact form on my "Here's How To Contact Craig" page, and maybe I'll publish them -- I appreciate your feedback!

You can reprint, or link to this article, or to any article on this web site, as long as you include the following text-box:

“Craig Garber is America's top direct-response copywriter.  Join the ranks of Garber's swelling list of global VIP's who subscribe to his unconventional weekly marketing moments, and discover how to dramatically boost your sales and improve the response to your sales copy, on his website at http://www.kingofcopy.com. Copyright © Craig Garber.  All rights reserved.”