Regardless of what you're trying to sell, you really can't
          sell it without "talking" with your prospective buyer.  And
          in attempting to sell anything by mail, the sales letter you
          send out is when and how you talk to your prospect.
 
 

          All winning sales letters "talk" to the prospect by creating
          an image in the mind of the reader.  They "set the scene" by
          appealing to a desire or need;  and then they flow smoothly
          into the "visionary" part of the sales pitch by describing
          in detail how wonderful it will be and, how "good" the
          prospect is going to feel after he's purchased your product.
          This is the "body or guts" of a sales letter.
 
 

          Overall, a winning sales letter follows a time-tested and
          proven formula:  1) Get his attention  2) Get him interested
          in what you can do for him  3) Make him desire the benefits
          of your product so badly his mouth begins to water  4)
          Demand action from him - tell him to send for whatever it is
          you're selling without delay - any procrastination on his
          part might cause him to lose out.  This is called the "AIDA"
          formula and it works.
 
 

          Sales letters that pull in the most sales are almost always
          two pages with 1 1/2 spaces between lines.  For really big
          ticket items, they'll run at least four pages - on an 11 by
          17 inch sheet of paper folded in half.  If your sales letter
          is only two pages in length, there's nothing wrong with
          running it on the front and back of one sheet of 8 1/2 x 11
          paper.  However, your sales letter should always be on
          letterhead paper - your letterhead printed, and including
          your logo and business motto if you have one.
 
 

          Regardless of the length of your sales letter, it should do
          one thing, and that's sell, and sell hard!  If you intend to
          close the sale, you've got to do it with your sales letter.
          You should never by "wishy-washy" with your sales letter and
          expect to close the sale with a color brochure or circular.
          You do the actual selling and the closing of that sale with
          your sales letter - any brochure or circular you send along
          with it will just reinforce what you say in the sales
          letter.
 
 

          There has been a great deal of discussion in the past few
          years regarding just how long a sales letter should be.  A
          lot of people are asking:  Will people really take the time
          to read a long sales letter.  The answer is a simple and
          time-tested yes indeed!  Surveys and tests over the years
          emphatically prove that longer sales letters pull even
          better than the shorter ones, so don't worry about the
          length of your sales letter -just make sure that it sells
          your product for you!
 
 

          The "inside  secret" is to make your sales letter so
          interesting, and "visionary" with the benefits you're
          offering to the reader, that he can't resist reading it all
          the way through.  You break up the "work" of reading by
          using short, punchy sentences, underlining important points
          you're trying to make, with the use of subheadlines,
          indentations and even the use of a second color.
 
 

          Relative to the brochures or circulars you may want to
          include with your sales letter to reinforce the sale -
          providing the material you're enclosing are of the best
          quality, they will generally reinforce the sale for you.
          But, it they are of poor quality, look cheap and don't
          complement your sales letter, then you shouldn't be using
          them.  Another thing, it will definitely classify you as an
          independent home-worker if you hand-stamp your name/address
          on these brochures or advertising circulars.
 
 

          Whenever possible, and so long as you have really good
          brochures to send out, have your printer run them through
          his press and print your name/address - even your telephone
          number and company logo - on them before you send them out.
          The thing is, you want your prospect to think of you as his
          supplier - the company -and not as just another mail order
          operator.  Sure, you can get by with less expense but you'll
          end up with fewer orders and in the end, less profits.
 
 

          Another thing that's been bandied about and discussed from
          every direction for years is whether to use a post office
          box number or your  street address.  Generally, it's best to
          include both your post office box number, AND, your street
          address on your sales letter.  This kind of open display of
          your honesty will give you credibility and dispel the
          thought of you being just another "fly-by-night" mail order
          company in the mind of your prospect.
 
 

          Above all else, you've got to include some sort of ordering
          coupon.  This coupon has to be as simple and as easy for the
          prospect to fill out and return to you as you can possibly
          make it.  A great many sales are lost because this order
          coupon is jut too complicated for the would-be buyer to
          follow.  Don' t get fancy!  Keep it simple, and you'll find
          your prospects responding with glee.
 
 

          Should you or shouldn't you include a self-addressed reply
          envelope?  There are a lot of variables as well as pro's and
          con's to this question, but overall, when you send out a
          "winning" sales letter to a good mailing list, a return
          reply envelope will increase your response tremendously.
 
 

          Tests of late seem to indicate that it isn't that big a deal
          or difference in responses relative to whether you do or
          don't pre-stamp the return reply envelope.  Again, the
          decision here will rest primarily on the product you're
          selling and the mailing list you're using.  Our
          recommendation is that you experiment - try it both ways -
 
 
 
 
 
 

       Do you know what the most important, yet rarely talked
              about aspect of Internet marketing is?

       Your sales copy.

       That's right! No matter what kind of methods and techniques you use to get traffic to your site,
       if you don't have an effective sales letter, you're not going to make any sales.

       Yet, virtually all the info you find on this subject is, at best, general info: "Use benefit packed
       statements," "Talk TO your reader, not AT him," "Use bulleted lists," etc. etc. This kind of
       advice really doesn't help you.

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