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e competition
is doing. Although you shouldn't - and can't, legally - take
directly from them, you certainly can copy the format and general
ideas they project.
If somebody has been selling something successfully for years, do
the same thing. Adapt your product to fit. Of course, you can't
convert a sales pitch for surplus goods to an appeal for a
self-improvement book, but take notice of WHAT SELLS PRODUCTS.
HOW TO PREPARE SALES LITERATURE
The sales letter promotes you as well as your product. It is a
personal appeal to a potential buyer. You want the person to feel
special and have a reason not only to look through the rest of the
literature, but TO BUY YOUR PRODUCT.
The appearance of the sales letter is the most important aspect. It
should be on company letterhead, cleanly printed, and inviting to
read. Although it can be any length, it doesn't have to be more than
one page. But it must be double-spaced and typew ritten in clear,
easy-to-read type.
The most effective sales letters are printed in two colors. The
second color offers eye appeal and provides emphasis in selling the
benefits of your products. The most inexpensive way to product
two-color is to print black on two-color letterhead. Yo u may use
the second color in alternate paragraphs, or as special paragraphs,
indented to catch the eye. Blue, red or green type is harder to
read, so keep the second color areas short and important to the
reader.
Other effective ways to use a second color are as handwritten
remarks in the margins of the sales letter, as underlines, and in
the signatures.
Write the sales letter as though you're writing to a friend - keep
it direct and personal. Present yourself and your product as
worthwhile, honest and desirable.
The beginning of the letter should have a lead line similar to a
classified ad. It emphasizes the benefits of the product and points
out the strongest appeal.
Don't be tempted to use two or three appeals in a row. Choose only
one and save the next best ones to try on other sales letters as you
test the results.
Follow through on the appeal, amplifying WHY the product is
desirable. Emphasize its value to the reader. Build credibility.
Will it make me a better, or richer, or more secure person? Can it
prevent worry, poverty, illness? Why should anyone want to have it?
You might admit what the product won't do, then present several
positive aspects, stating what it will do.
In the next section, mention price and immediately talk about the
money-back guarantee. The reader will be more convinced the product
will do all you claim if you are willing to stand by your product
enough to offer a full refund.
Finally, restate the major benefits or feature of the product and
push for the order. If you are offering a special premium for
ordering immediately, state it here. Include a good reason for why
the person should not wait, but ORDER NOW.
ORDER FORMS
If you have only a one-page sales pitch, you need to provide space
for an order form. It should be well-defined by a line or dotted
line around it, and should be large enough for someone to write in
the information. If you plan to send out a complete p acket with
sales letter and brochure, print up separate order forms.
Mention the benefit, the product name, and the guarantee. You might
want to use the first person in pushing for the ord
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