Writing sales letters: 5 Reasons why some people sell effectively… and others fall flat on their faces
Wow, another busy week here at chez Garber…
The older I get (48 next month), the less effort I put into selling and the more effort I put into the trimmings surrounding the sale. And oddly enough, when you do this… it becomes much easier to make your sales.
What I mean is, much of the response of your buyers is going to be driven by your attitude. If you’re stressed… they’re going to feel stressed.
And no one’s in a receptive mood to buy anything, when they’re stressed, right?
Todays ranking on the amazon.com direct response best-seller list: #40 (41, 5-star book ratings doesn’t hurt!)
So here are a few things you can do — in your sales letter, your e-mails, or whatever else you’re sending — to lower stress… encourage your readers… and make sure people are “open” to hearing what you have to say:
1. Be warm and friendly.
As I say in my book, use “cup of coffee” copy. Speak to your buyers as if you were actually talking to them over a cup of coffee, or a Coke. If you wouldn’t say it in person, looking them straight in the eyes… then don’t say it in print, either.
2. Speak from the heart.
If you’re the kind of person who’s sincere and always speaks from the heart, you’re going to be much more preoccupied with what you can do for your buyer, and not what they can do for you. And rest assured, your buyers will appreciate this, since few vendors — and sadly, few people in general — are like this.
3. Speak in the first person, and be consistent with it.
There are some times when you want to speak from, or use, someone else’s voice other than your own. But for the most part, you’re going to be speaking directly to your buyer, one-on-one.
So don’t say things like, “I know you guys aren’t used to doing this,” because it makes no sense. Remember, reading is a very intimate, very isolated activity. Take advantage of this intimacy in how you communicate with your buyers. It’s “Perhaps you’re not used to this.” (just you and them)
4. Entertain your reader.
In my book I talk about this extensively, in Chapter 8, but in a nutshell… be optimistic and somewhat humorous — but don’t be a comedian.
People are dead serious when it comes to spending money — but… they want to know they’re working with someone who understands what they’re going through, and… someone who knows how life works (at least, as it relates to their problems you’re solving).
5. Be a person – not an encyclopedia.
Don’t be afraid to be human! It’s OK to discuss personal issues (within reason), but more than this… make sure you’re emotionalizing your offer and your entire conversation, for that matter.
People make buying decisions based on emotional reasons, but they also buy from PEOPLE, not stoic or sterile corporations, who offer nothing but impersonal thoughts and sales offers.
When you do these things — which are all quite easy, when it comes down to it — you’re going to find YOU will be a lot less stressed out, and your buyers will be a lot more receptive.
The days of ‘hard selling’ are long gone — long live serenity.
Have a great weekend.
Now go sell something, Craig Garber
P.S. Got this in: “It may be the ‘Breakthrough Advertising’ of our time. It’s THAT good, easily one of the best investments I’ve ever made. It’s the best explanation of, building a REAL business and creating lead generation systems I’ve had the pleasure of reading. More solid than courses I’ve paid 10x the price for. Motivating, inspiring… and a million dollar lesson in marketing.” Scott Murdaugh – Springfield, Missouri
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