Sale - They are one of the most cost effective and powerful ways to open doors with a referral network, prospective clients and the media, yet sale letters continue to be under leveraged by professional practices and other small to mid-sized businesses.
Don't let the fact that a sale letter doesn't require programming or graphic design fool you. It is a key marketing tool. No different from a website, brochure or newsletter, sale letters that open doors are not simply thrown together. They are carefully crafted to deliver a compelling and believable promise that is consistent with the rest of your marketing program.
Here are 8 essentials of sale letters that open doors for professionals and other small to mid-sized businesses:
1. Establish credibility and build trust with clear and concise messages about your expertise.
2. Get to the point quickly with a believable and client focused promise.
3. Include helpful tips or reference information that demonstrates your commitment to solve problems for the reader.
4. Brand your stationery in order to create a professional and memorable first impression.
5. Use a reader friendly layout that invites the reader to skim your letter.
6. Include a call to action that lets the reader know what you want them to do next and motivates them to do just that e.g. book a complementary information session or consultation.
7. Personalize your sale letter. Address your sale letter to a specific individual and deal with their unique business requirements.
8. Build the relationship rather than the sale.
Once you have written your first sale letter, you will have a template that is quite easy and quick to adapt to the requirements of other audiences. < Sale >
By Sandra Bekhor
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