The Role Your Sales Letter Plays In Your Direct Mail Campaign
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When it comes to direct mail marketing, your sales letter plays a pivotal part in the success of your campaign. Your list and offer are important also, but it's the words on the paper that will determine whether or not someone will buy from you.
Before you send your letter out, you should know that your prospects are stuck in an emotional state. They have a problem and know that they need to solve it, but they have no idea as to how to solve their problem. So it's your sales letter's job to alleviate this confusion and introduce them to the product or service that will take care of their problem for them.
To do this, your direct mail letter should educate your readers. Give them more information about their problem and the answers available to them. And when you give them this information, you want to structure your offer in a way that is the clear winner out of all the other choices.
Because very few businesses go out of their way to help their prospects, you will be perceived differently and it will help your business to stand out from the crowd.
After you've educated your reader, your letter has to now remove all doubt from your prospect's mind. They may be doubtful of your claims of being the "best" and "number 1" - because they here it all the time on a daily basis. So your letter's goal is to remove all doubt so that it can be a sure bet that they will choose you over anybody else.
The best way to remove all doubt is with a money back guarantee. With a guarantee, your prospect will know that if the product doesn't live up to its claims, they can return it for a money back guarantee. This is almost like a risk-reversal - where you take all the risk and put it on yourself. When you do this, you remove all burdens that may stand in the way of making the sale - and you will get lots of orders because of it.
Now that you have doubt removed from your prospect's mind, one more barrier stands in the way of making a sale: fear. All prospects have fear before they meet you and your products. They're fearful of their problem; they're fearful of the solutions out there available to them; and they're fearful that if they spend their money that a product won't live up to its promises.
At this point, fear is clouding the mind of your prospect and it's your direct mail letter's job to take all of the fear away. To alleviate this fear, you can do a few things.
You can let them know that there won't be any pressure on their decision. You can let them know that there's no obligation whatsoever. You can explain everything to them in simple to understand language. And you can let them know that you are there with them every step of the way. All of these things need to be explained in your direct mail letter, and be explained in simple and easy to understand language.
If your direct mail letter can do these things, then the chances of your campaign being a success will increase dramatically. Keep these tips in mind when creating your direct mail campaigns.
ABOUT THE AUTHOR: Randall Magwood is one of the most respected and highly-regarded online marketing experts on the internet. He has a website about internet marketing that helps small business owners learn how to market their business online simply and easily. To learn more, visit his website here: http://www.internetmarketing-rules.com
Before you send your letter out, you should know that your prospects are stuck in an emotional state. They have a problem and know that they need to solve it, but they have no idea as to how to solve their problem. So it's your sales letter's job to alleviate this confusion and introduce them to the product or service that will take care of their problem for them.
To do this, your direct mail letter should educate your readers. Give them more information about their problem and the answers available to them. And when you give them this information, you want to structure your offer in a way that is the clear winner out of all the other choices.
Because very few businesses go out of their way to help their prospects, you will be perceived differently and it will help your business to stand out from the crowd.
After you've educated your reader, your letter has to now remove all doubt from your prospect's mind. They may be doubtful of your claims of being the "best" and "number 1" - because they here it all the time on a daily basis. So your letter's goal is to remove all doubt so that it can be a sure bet that they will choose you over anybody else.
The best way to remove all doubt is with a money back guarantee. With a guarantee, your prospect will know that if the product doesn't live up to its claims, they can return it for a money back guarantee. This is almost like a risk-reversal - where you take all the risk and put it on yourself. When you do this, you remove all burdens that may stand in the way of making the sale - and you will get lots of orders because of it.
Now that you have doubt removed from your prospect's mind, one more barrier stands in the way of making a sale: fear. All prospects have fear before they meet you and your products. They're fearful of their problem; they're fearful of the solutions out there available to them; and they're fearful that if they spend their money that a product won't live up to its promises.
At this point, fear is clouding the mind of your prospect and it's your direct mail letter's job to take all of the fear away. To alleviate this fear, you can do a few things.
You can let them know that there won't be any pressure on their decision. You can let them know that there's no obligation whatsoever. You can explain everything to them in simple to understand language. And you can let them know that you are there with them every step of the way. All of these things need to be explained in your direct mail letter, and be explained in simple and easy to understand language.
If your direct mail letter can do these things, then the chances of your campaign being a success will increase dramatically. Keep these tips in mind when creating your direct mail campaigns.
ABOUT THE AUTHOR: Randall Magwood is one of the most respected and highly-regarded online marketing experts on the internet. He has a website about internet marketing that helps small business owners learn how to market their business online simply and easily. To learn more, visit his website here: http://www.internetmarketing-rules.com