To make your direct mail offer work, you have to have a good sales letter. A strong sales letter is the cornerstone of a rock solid plan and you should invest time to develop a good one for the product that you are selling. Even though there are 2 other factors that play a role in your direct mail success, it’s the actual words on the paper that will get you the sales you need to stay in business.
The other 2 factors that I’m talking about is your mailing list and the actual offer itself. It’s pivotal that these 2 factors are on target so that you don’t waste money sending your message to a group that won’t hear you. This is called “marketing on deaf ears” – if your list is bad, how do you expect to make any money?
Similarly, if your list is good, but your sales letter can’t convey your prospect to buy, then what is the purpose of it? One of the best things that you can do for yourself is to gain an understanding of who it is that you’re selling to. You want to know their wants, needs, and problems so that you can address them in your sales letter.
A good strategy for getting your readers interested in your sales letter is to inform them more about the problem that they are having. When you educate your reader, you remind of their problem and allow them to get roused up for your message. This is a great way to turn your prospects on to your letter and to get them interested into what you have to say.
When educating your readers, you will want to mention to them the options that they have available to solve their problem. All winning direct mail sales letters does this, and you should position your product as the best solution for the problem. You can do this in a variety of ways. You can offer comparisons, you can give them testimonials of previous customers, you can show them the value in terms of cost, and a whole lot more.
You will stand out in your prospect mind because very few business owners go out of their way to help their prospects. You will be perceived as someone who is helpful and who is really looking out for their best interest. This educating of your reader is a great way to separate yourself from your other competitors, and to gain a receptive ear from your prospects.
Another thing that your direct mail sales letter has to do is to eliminate all barriers that stand in between you and your prospect. Your prospects will have some doubt in their mind especially if this is the first time that you’ve sent your letter out to them. You have to do whatever it takes to remove this doubt, and one of the best ways to do it is with customer testimonials.
With testimonials, you allow your customers to do the selling for you. Testimonials show that you stand behind your word 100% and that you deliver on what you promise. This is a good way to scare competitors off also and to gain a receptive ear with your prospect.
Another thing that you can do to remove doubt is to offer a guarantee. Letting your prospects know that they take no risk is a huge move in removing all doubt from their mind. All prospects want to know that if they wanted to, they can get their money back from you. So give them what they want and they will give you what you want – sales.
All of these tips for making your direct mail sales letter a success is pivotal to your business operations.