When is the last time you revisited your sales letter? If you’re like most, you haven’t looked at it in months, possibly years … if you have one at all. It tends to be one of those things that’s produced by someone in “marketing” and gets little attention from the CEO or business owner.
This is a mistake and is likely costing you money.
Things change at the speed of light these days. Consumer (both B2C and B2B) purchasing habits, influences, and needs change constantly. It’s imperative that you have a master sales letter that speaks to them.
Go ahead and get yours out — let’s revisit it using John Jantsch’s model from his book, “Duct Tape Marketing.” It’s a simple and wonderfully effective model for the foundational piece of your marketing materials.
He calls it the “Sticky Sales Letter Formula” — and your sales letter should have an element from each of the following:
- A great headline.
To create a great headline, try asking a compelling question, stating an offer that provides real value, or identify your target (e.g. “Most small business owners find that …”). Pick up a copy of John’s book for some great headline writing tips – it’s a must!
He suggests you place your headline directly under the salutation in 18- or 24-point type.
- State the problem.
Make it clear to your prospect that you understand the frustrations they are experiencing.
- Agitate the problem.
Paint a picture of what the problem may be costing them in terms of money, time, or status.
- Paint a hopeful future.
Reveal what life could be like if they worked with you.
- Outline a solution.
Be sure to include the benefits of your solution.
- Address objections.
You know they have them … address them here.
- Make an offer.
Provide a free report or informational product, invite them to a workshop, or offer them something else of value.
- Create a call to action.
Tell them why and how to contact you to get the offer.
- End with a P.S.
This is sometimes called the second headline and it’s the most important part of the letter. Restate your offer and primary benefit.
John suggests creating an outline against this model, then writing a rough draft in one sitting. Set it aside for a day, then edit your language for impact. Have someone proof read. Then edit one more time for passion. Finally, run it by a 12-year old to ensure clarity. If the 12-year old says, “Huh?”, you might revisit the language in the letter for jargon and words that cause confusion.
Revisiting your sales letter against this highly effective model will likely result in significant improvement to what you are using currently, and result in more sales!
This book was brought to the table by one of our members at a recent LXCouncil meeting. Being around the table with other leaders, listening to their concerns and challenges, along with solutions and best practices can help you take your business and leadership skills to the next level.
If you’re ready to take your business and leadership skills to the next level, and if you think your business could benefit from more insights like what’s offered in this article, let’s start a conversation. LXCouncil may be the perfect next step!
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