Sales Letter Success...Turning your words into wealth

Class #1

Casino’s Near Death Experience... and what it means to your future promotions

Did you know these facts about powerful marketing &advertising?• 60% of people read only headlines. • Captions under photos get 200% greater

readership• Ads with sale prices draw 20% more eyeballs• Half-page ads pull about 70% of full-page ads...

quarter-page ads pull about 50% of full-page ads.

• Total mail volume dropped by 9 billion pieces last year—the largest single volume drop in history. NOW is the time to MAIL - anything!!

Things You Will Learn

• How to “write like a crazed arsonist and edit like a supreme court judge” Gary Bencivenga

• How To make it look and feel like anything BUT advertising

• How to pile on the proof so you don’t have to sell as hard

• How to make a lot more money in your business... Anytime you want

• To Attract More Clients and Improve Your Cash Flow• Eliminate the need for cold calls – the letters do the work for you• Get referrals from your existing clients and contacts• Covert your letter to a 2 or 3 column display ad – leverage existing marketing dollars• Create retail or web traffic with simple mailings• Sell direct to consumers without any middlemen (or to find middlemen to help you sell more)• Reduce refunds• Find joint venture partners and put together campaigns that make everyone money• Email campaigns that sell and educate (articles, blogs, Tweets)• Web page sales copy - Autoresponder sales campaigns• Product launches• Phone and video scripts• Collect on outstanding bills• Get warm leads from “cold lists”• Fill seminars • Build an online database• Customer Appreciation events• Upsell your present customers on upgraded versions

18 Ways You Can Use These Tools

10 Steps to Becoming a Better Writer• Write.• Write more.• Write even more.• Write even more than that.• Write when you don’t want to.• Write when you do.• Write when you have something to say.• Write when you don’t.• Write every day.• Keep writing.

I guess the following is how I personally did it...1) studied all the masters2) hand wrote out hundreds of letters3) wrote lots of ads for myself, pretend clients, newsletter articles, reports, books (everything

to do with writing)4) took on lots of free work to get my experience up5) took on piddly paying jobs to get work that at least paid7) my 1,000 square secret 8) kept plugging away despite all the naysayers and negative people out there9) studied the basics of direct mail also as you will need to know this as well as the writing

side12) wrote articles13) read, read read14) write, write, write, write, write15) persist, persist, persist

• You shouldn't start writing a piece of advertising copy until you have hit upon some idea, fact, or statement that is both intellectually exciting and emotionally stimulating for your reader.

• Think in movies and stories... build them through your awareness

• Think of your life as a movie or tv show... make it happen in your mind and write about it

The ONLY 2 things to master(1) How to open the sale(2) How to close the sale

• This applies in your lead generation, in your customer follow up, in your conversions, online, offline... EVERYWHERE

• Master the opening and sucking them in to your copy

• Master the closing to get them to take the desired action

STEP #1 – Market Research• Most rookies ignore it• Need to start thinking like the fish... Not the

fisherman• Go through... – Who are you?– What do you sell?– Why are you in this biz?– What do you do for your customers?

• Resources (www.amazon.com, www.spyfu.com,

• Who are you selling to?• What are her needs, where does it hurt, and...• What does she need to hear from you to feel

good about buying?• One of the best headlines to a market you

know (and that knows you) is “I need your help...”

The 5-Step Buying Process

• Awareness of the need or want.

- You need to be aware of EXACTLY who you are targeting- You need to be aware of their needs and wants- You need to be aware of what exactly your competitors are doing, offering, bundling

• Fulfill the need to solve their problem.

• Why YOU are the best one to fit the need --- your USP

• How do you justify your price?

• Your call to action and irresistible offer

People, pets, plants or things you can usein your writingSpouse Staff Kids SuppliersCustomers Cats Dogs Pizza guyMaid Celebrities Snakes Computer Car Boat GardenerDoctor Fish dentist printerCoach Hamsters realtor neighbo cartoons

fictional character

Creativity Sparks For Idea Creation• What subjects do you enjoy reading about?• What are your favorite kinds of people?• Do you doodle? What do you draw?• What tasks have brought you the most success?• What television or radio programs do you most enjoy?• What are your favorite hobbies or pastimes?• What type of volunteer activities do you prefer?• What are your favorite toys?• What subjects do you enjoy discussing with friends?• What subjects come to mind when you daydream?• What have been your favorite jobs? Least favorite?• What were your favorite school subjects?• What are your pet peeves?• If you ran the world, what changes would you make?• How would you like to be remembered after your death?• How would you describe your political beliefs?• Who do you most admire in life and why?• What are your favorite movies?• If you could be any superhero, which one would you be? Why?

Assignments

• Write out 2 letters by hand• Cosmo / Enquirer Headlines – Write 20 about

mothers day themes – pick your top 5 – email your top 5 to me

• Apologize• Promote• Read Scientific Advertising• Levenger – review the email – 3 reasons why it

works so well?