Regardless of what you're trying to sell, you really can't sell it without "talking" with your prospective buyer. An in attempting to sell anything by mail, the sales letter you send out is when and how you talk to your prospect.
All winning sales letters "talk" to the prospect by creating an image in the mind of the reader. They set "the scene" by appealing to a desire or need; and then they flow smoothly into the "visionary" part of the sales pitch by describing in detail how "wonderful" life will be and, how "good" the prospect is going to fee after he's purchased your product. This is the "body or guts" of a sales letter.
Overall, a winning sales letter follows a time-tested and proven formula:
1) Get his attention
2) Get him interested in what you can do for him
3) Make him desire the benefits of your product so badly his mouth
begins to water
4) Demand action from him - tell him to send for whatever it is you're selling
without delay, any procrastination on his part might cause him to lose out.
This is called the "AIDA" formula and it works.
Sales letters that pull in the most sales are almost always two pages with 1 1/2 spaces between lines. For really big ticket items, they'll run at least four pages - on an 11 by 17 sheet of paper folded i half. If your sales letter is only two pages in length, there's nothing wrong with running it on the front and back of one sheet of 8 1/2 by 11 paper. However, your sales letter should always be on letterhead paper - your letterhead printed, and including your logo and business motto if you have one.
Regardless of the length of your sales letter, it should do one thing, and that's sell, and sell hard! If you intend to close the sale, you've got to do it with your sales letter. You should never by "wishy-washy" with your sales letter and expect to close the sale with a color brochure or circular. You do the actual selling and the closing of that sale with your sales letter - any brochure or circular you send along with it will just reinforce what you say in the sales letter.
Great information on the AIDA formula. Works closely with Problem-Aggravate-Solve-Prove-Call To Action.
One thing I will always believe - the length of a sales letter is determined by how long it takes to tell the story. Never worry about saving costs, or "they won't read all that", if they're interested, they'll read. I sold a $600 ebay marketing course with a 32 page sales letter which converted at up to 10%. I could never have told the whole story in fewer pages.
thanks for sharing that AIDA Formula and pointers how to create a good sales letter
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