| HOW TO WRITE A BETTER SALES LETTER by Brian Konradt
Too many sales letters are shaped into paper airplanes and flown into trash cans because writers write sales letters that sell their services or products. These writers have never listened to the quietly-whispered secret that says their sales letters
should sell solutions, not services or products, to yield the best results.
Solutions are jewels; they shimmer in sales pieces.
Prospects will peruse your sales letter if they discover you have a solution (or solutions) to their existing or future problem or problems.
To write a "solution-savvy" sales letter follow the copywriters adage: write "client-centered" copy. Zero in on the prospect, his business, his needs, his problems. Then pitch yourself as the person or company who can fulfill his needs and solve his problems. Crown your claims with clients whom
youve worked for and specific results youve achieved on solving similar problems.
Here are four softly-whispered secrets to write a solution-savvy sales letter:
SECRET #1: FOCUS ON THE CLIENTS NEED OR PROBLEM
As a writer writing for this clients business and industry, you should know the type of needs and problems the client faces regularly or could face in the future. Zero in on a specific need or problem that is hurting the clients profitability or productivity. (Note: prospects are more motivated to contact you if you
pitch yourself as a writer who has a solution to a present problem, rather than a future or potential problem).
SECRET #2: FOCUS ON THE BENEFITS OF SOLVING THE PROBLEM OR MEETING THE NEED
Tell the prospect what he and his business can gain if his problem is solved. Usually, it means an increase in profitability or productivity. Maybe both. Also stress the possible consequences of not taking action now to solve this problem.
SECRET #3: WHAT IS THE SOLUTION?
Here is where you present your solution. First, describe the service you are
recommending. A press kit? Direct mail package? A series of ads?
Tie it into the clients needs. The client may have a new product to promote; he needs a low-cost marketing method that will produce lucrative results.
Stress your uniqueness to undertake this task. Why you and not someone else? What qualifications do you brandish and what type of specific results have you achieved for similar businesses with the same type of problem?
Offer secondary solutions that also may work to solve the clients problem.
These secondary solutions also may be alternatives that the clients competition is using; if this is the case, point out their weaknesses and emphasize why your primary solution is better.
SECRET #4: THE "CLIENT-CENTERED" CONSUMMATION
The closing of your sales letter should show the client that the benefits predictably outweigh the costs. If the client is investing $6,000 for you to write a DM package, the client doesnt just get a DM package; he receives exposure for his new product, generates new leads and sales, targets specific segments of his market,
increases his companys profit, etc.
Secondly, recommend a call-for-action schedule. Tell the client when youre available, how long the project will take, and when he can expect it by.
Heres a list of common solutions that clients often seek.
Your solution is the:
Your solution offers:
the most flexibility
the highest return for the clients investment
the highest quality
the most competent
controls to measure results
Your solution saves time
Your solution will produce the highest customer/client satisfaction
Your solution eliminates or automates the most labor-intensive operations
Your solution profits on new or emerging trends
© B. Konradt