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Letter To Doctors Gets A Crazy ROI: Full Letter and Reasons Why

by ewenmack
13 replies
Model a proven sales message and you dramatically put
the odds in your favor of making good pay day.

Sure beats starting from scratch with no clue or guesswork.

Here 's a sales letter going out to doctors selling equipment.

An Analysis of A Winning Sales Letter

Can't post it here because of the copyright,
so you gotta exert a bit of energy to get it.

Oh did I mention it got a 3810% ROI?

Anyway, go and keep it for your swipe file

Best,
Ewen
#crazy #doctors #full #letter #reasons #roi
  • Profile picture of the author socialbacklink
    Originally Posted by ewenmack View Post

    Model a proven sales message and you dramatically put
    the odds in your favor of making good pay day.

    Sure beats starting from scratch with no clue or guesswork.

    Here 's a sales letter going out to doctors selling equipment.

    An Analysis of A Winning Sales Letter

    Can't post it here because of the copyright,
    so you gotta exert a bit of energy to get it.

    Oh did I mention it got a 3810% ROI?

    Anyway, go and keep it for your swipe file

    Best,
    Ewen
    Great find. I am working on some stuff right now for a client that I can get some ideas from this for.
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    • Profile picture of the author EricGuimond
      Great share! I'm getting ready for my first direct mail campaign, pretty exited, can take some ideas from this.

      Thank you,

      Eric
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      • Profile picture of the author ewenmack
        Originally Posted by EricGuimond View Post

        Great share! I'm getting ready for my first direct mail campaign, pretty exited, can take some ideas from this.

        Thank you,

        Eric
        Would love to here your results Eric.

        Best,
        Ewen
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    • Profile picture of the author ewenmack
      Originally Posted by socialbacklink View Post

      Great find. I am working on some stuff right now for a client that I can get some ideas from this for.
      Check your email Michael.

      I'll think you'll enjoy!

      Best,
      Ewen
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  • Profile picture of the author lyssa
    That's fantastic! I used to be the one who went through letters like those and I like what I see!
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    • Profile picture of the author Irish Intuition
      Nice find Ewen!

      I wonder if they tested available quantity. So instead of using
      the 2 available they tried 5. Being they mention the piece was
      going out to "1,283 local doctors".

      I've found a lot of people may not be able to respond immediately
      and feel they missed the boat. Sense of urgency is vital in any
      direct response ad, but it can be overdone (not saying it was here).

      I'd love a chance to beat the control
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      • Profile picture of the author Claude Whitacre
        Ewenmack; Thanks so much for the great find!
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      • Profile picture of the author ewenmack
        Originally Posted by Irish Intuition View Post


        I've found a lot of people may not be able to respond immediately
        and feel they missed the boat. Sense of urgency is vital in any
        direct response ad, but it can be overdone (not saying it was here).
        What they could do is fire off another letter asking them
        to go on a waiting list when another limited offer comes along.

        It would be segmenting your list into the warmest leads and they get treated differently.

        Would keep making scarce offers then follow up to get more on waiting list.

        Best,
        Ewen
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        • Profile picture of the author Claude Whitacre
          Originally Posted by ewenmack View Post

          What they could do is fire off another letter asking them
          to go on a waiting list when another limited offer comes along.

          It would be segmenting your list into the warmest leads and they get treated differently.

          Would keep making scarce offers then follow up to get more on waiting list.

          Best,
          Ewen
          Another thing that I have noticed, is that if the offer is good enough, the reader's brain kind of ignores the fact that you only had two in the first letter.
          With a response like this letter brought, I would imagine there were follow ups. I like the idea of a Waiting List. It legitimizes the offer.
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  • Profile picture of the author WeavingThoughts
    Honestly, this is the kind of roi every sales letter should get if a guy really wants to be called a *copywriter*
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    • Profile picture of the author S3Ware
      Nice share ... lots of great points that can be applied in multiple ways. Thanks!
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      • Profile picture of the author TimD
        OK, good letter. Good form. He's very conscious of what he's doing at every step. He's crafting the emotional journey of the reader.

        And look at the underlying offer. At heart, he's selling an $8,000 table for $417, or 95% off. Admittedly, you have to do some math to get there (and file some tax paperwork). But the letter's job is to convince people that that's what is really going on - 95% discount on an $8,000 piece of equipment that everyone medical practice must have.

        So, the take away for me is: how do we each of us, position our services so they seem as compelling as this offer? How do we position our services so they seem like discounted money? or a great deal on something our customers must have?

        Then the rest becomes a lot easier.
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        • Profile picture of the author ewenmack
          Great point Tim, so much easier to sell when a product is well known and
          liked being offered at a deep discount.

          Needs a whole lotta salesmanship to sell at premium prices.

          And most marketers default to price dropping to move product.

          Doesn't take much brain power to do that.

          Best,
          Ewen

          Originally Posted by TimD View Post

          OK, good letter. Good form. He's very conscious of what he's doing at every step. He's crafting the emotional journey of the reader.

          And look at the underlying offer. At heart, he's selling an $8,000 table for $417, or 95% off. Admittedly, you have to do some math to get there (and file some tax paperwork). But the letter's job is to convince people that that's what is really going on - 95% discount on an $8,000 piece of equipment that everyone medical practice must have.

          So, the take away for me is: how do we each of us, position our services so they seem as compelling as this offer? How do we position our services so they seem like discounted money? or a great deal on something our customers must have?

          Then the rest becomes a lot easier.
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