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Will You Add? - Sales by Letter – Easy as 1-2-3
Ideas, including good ones, come naturally to human beings. As Robert Tucker said: "Anyone who has ever taken a shower has had a good idea." But good ideas are only the starting point for innovation.No less an authority than Joseph Schumpeter put it this way: "to carry any improvement into effect is a task entirely different from the inventing of it, and a task, moreover, requiring entirely different kinds of aptitudes." In other words, it takes work to turn good ideas into something helpful and profitable.G
For my client this was the ‘package’ from the MD explaining more about the offer. It satisfied the people who had read the first letter and were curious to know more – but not curious enough to phone up. It generated enquiries about, and appointments for, the free demonstration he was offering.
3) A follow-up reminder. In each of your messages always refer to the fact that you have written before. This creates consistency of communication in the recipient's mind and they become more familiar with you, your offer and the benefits you intend to deliver.
In my client’s campaign we followed up with a message from the f
Multiple data bases, multiple servers, superbills, synchronization, multiple logins, reports, backups, workstations. Honestly, there is enough to worry about already in managing medical offices. On top of all of that there are multiple codes to remember and refer to?Medical billing software services have been developed to streamline the medical billing process, not simply by allowing practices to connect to multiple locations and databases in one place (which is quite a feat in and of itself), but also by creating si
In previous articles I’ve described how – and what – you say or write affects your message and the results you get. Now let’s have a look at a simple sequence of communication that is effective in getting sales…
You’ve probably heard advertising agencies or publications say you need to run an advert at least 6 or 7 times for people to notice and respond. I tend to disagree with this wide sweeping statement. I believe it all depends upon the type of advert, how well targeted the publication is and how well formulated the advert is. If all of these elements are spot-on you can expect results from the first advert placed.
However - there’s always an ‘however’ isn’t there? ;) The same can’t always be said for direct response communication into a new marketplace, whether by email or letter.
If the person you are writing to does not know you or your business; has never even heard of you – then your first job is to familiarise them with the benefits of what they can get from you. The real reason – from their point of view – as to why they should do business with you. (I’m assuming here that you have done your research and selected only people who have already demonstrated an interest in what you offer).
And – provided you create your message in an evocative, compelling way – it is as easy as 1-2-3! (By the way, it doesn’t matter what medium you use – electronic, postal mail, or whatever – the principle is the same).
This simple process has worked very effectively for my clients…
1) Write an introductory message. This message must be compelling and could, perhaps, give a hint of what’s to follow. For one of my clients we sent a 1-page letter from a staff member telling the prospect, who was specifically targeted, that she thought her Managing Director ‘had lost the plot’ because of the crazy deal he was about to launch to them.
She told the reader to look out for the package from her MD, which should arrive within 2 – 3 weeks. The P.S. said the reader could phone if they wanted to get in ahead of the crowd.
The first letter created a flurry of phone calls. (If you would like to see what the letter contained send an email to letter@aweber.com – you will be asked, by email, to confirm you do want to receive it).
2) Your second message expands further on the first. If you’ve used your first letter as a teaser – as I did for my client – your second gives the full story. It clearly explains all about the service or product you are offering; the benefits the reader will enjoy; testimonials from other customers/clients who have already benefited; bonuses being offered and a call to action (the response you want from your reader).
For my client this was the ‘package’ from the MD explaining more about the offer. It satisfied the people who had read the first letter and were curious to know more – but not curious enough to phone up. It generated enquiries about, and appointments for, the free demonstration he was offering.
3) A follow-up reminder. In each of your messages always refer to the fact that you have written before. This creates consistency of communication in the recipient's mind and they become more familiar with you, your offer and the benefits you intend to deliver.
In my client’s campaign we followed up with a message from the fi
The most powerful headline I ever read and acted upon was a negative headline. It changed my life.Yet most books on direct mail copywriting will tell you to cast your headlines, overlines and Johnson Boxes always in the positive. But sometimes being negative is positively good for business. Or, to say it another way, negative headlines in your direct mail advertising are not always bad.The headline that changed my life appeared in a small display ad in the Daily Mirror, a British daily newspaper. Here’s what i
However - there’s always an ‘however’ isn’t there? ;) The same can’t always be said for direct response communication into a new marketplace, whether by email or letter.
If the person you are writing to does not know you or your business; has never even heard of you – then your first job is to familiarise them with the benefits of what they can get from you. The real reason – from their point of view – as to why they should do business with you. (I’m assuming here that you have done your research and selected only people who have already demonstrated an interest in what you offer).
And – provided you create your message in an evocative, compelling way – it is as easy as 1-2-3! (By the way, it doesn’t matter what medium you use – electronic, postal mail, or whatever – the principle is the same).
This simple process has worked very effectively for my clients…
1) Write an introductory message. This message must be compelling and could, perhaps, give a hint of what’s to follow. For one of my clients we sent a 1-page letter from a staff member telling the prospect, who was specifically targeted, that she thought her Managing Director ‘had lost the plot’ because of the crazy deal he was about to launch to them.
She told the reader to look out for the package from her MD, which should arrive within 2 – 3 weeks. The P.S. said the reader could phone if they wanted to get in ahead of the crowd.
The first letter created a flurry of phone calls. (If you would like to see what the letter contained send an email to letter@aweber.com – you will be asked, by email, to confirm you do want to receive it).
2) Your second message expands further on the first. If you’ve used your first letter as a teaser – as I did for my client – your second gives the full story. It clearly explains all about the service or product you are offering; the benefits the reader will enjoy; testimonials from other customers/clients who have already benefited; bonuses being offered and a call to action (the response you want from your reader).
For my client this was the ‘package’ from the MD explaining more about the offer. It satisfied the people who had read the first letter and were curious to know more – but not curious enough to phone up. It generated enquiries about, and appointments for, the free demonstration he was offering.
3) A follow-up reminder. In each of your messages always refer to the fact that you have written before. This creates consistency of communication in the recipient's mind and they become more familiar with you, your offer and the benefits you intend to deliver.
In my client’s campaign we followed up with a message from the f
You spend a major chunk of your life in your office. That’s the very reason why efforts are made to make offices of today as comfortable as possible for the employees who work in it. Of all the things that you require at your workplace, office supplies and stationery are the most important and useful items, working without which is an absolute impossibility.Office supplies and stationery have an unbelievably huge market in UK. The high street is choc-a-block with such vendors who cater to businesses of
This simple process has worked very effectively for my clients…
1) Write an introductory message. This message must be compelling and could, perhaps, give a hint of what’s to follow. For one of my clients we sent a 1-page letter from a staff member telling the prospect, who was specifically targeted, that she thought her Managing Director ‘had lost the plot’ because of the crazy deal he was about to launch to them.
She told the reader to look out for the package from her MD, which should arrive within 2 – 3 weeks. The P.S. said the reader could phone if they wanted to get in ahead of the crowd.
The first letter created a flurry of phone calls. (If you would like to see what the letter contained send an email to letter@aweber.com – you will be asked, by email, to confirm you do want to receive it).
2) Your second message expands further on the first. If you’ve used your first letter as a teaser – as I did for my client – your second gives the full story. It clearly explains all about the service or product you are offering; the benefits the reader will enjoy; testimonials from other customers/clients who have already benefited; bonuses being offered and a call to action (the response you want from your reader).
For my client this was the ‘package’ from the MD explaining more about the offer. It satisfied the people who had read the first letter and were curious to know more – but not curious enough to phone up. It generated enquiries about, and appointments for, the free demonstration he was offering.
3) A follow-up reminder. In each of your messages always refer to the fact that you have written before. This creates consistency of communication in the recipient's mind and they become more familiar with you, your offer and the benefits you intend to deliver.
In my client’s campaign we followed up with a message from the f
Are you wracking your brains trying to come up with some fundraising ideas for your charitable organization? Here are four food-related fundraising ideas to whet your appetite:Sell candy bars. Who doesn't love to open the door to kids selling chocolate bars, even if they are over-priced? Most people have a weakness for chocolate and for the sweet-faced kids selling them, so this type of fundraiser works great for schools and sports teams.Hold a food concession and sell hot dogs, soda pop, coff
The first letter created a flurry of phone calls. (If you would like to see what the letter contained send an email to letter@aweber.com – you will be asked, by email, to confirm you do want to receive it).
2) Your second message expands further on the first. If you’ve used your first letter as a teaser – as I did for my client – your second gives the full story. It clearly explains all about the service or product you are offering; the benefits the reader will enjoy; testimonials from other customers/clients who have already benefited; bonuses being offered and a call to action (the response you want from your reader).
For my client this was the ‘package’ from the MD explaining more about the offer. It satisfied the people who had read the first letter and were curious to know more – but not curious enough to phone up. It generated enquiries about, and appointments for, the free demonstration he was offering.
3) A follow-up reminder. In each of your messages always refer to the fact that you have written before. This creates consistency of communication in the recipient's mind and they become more familiar with you, your offer and the benefits you intend to deliver.
In my client’s campaign we followed up with a message from the f
How a Simple Packaging Product Can Greatly Enhance Your BusinessModern manufacturers are under more pressure than ever to make their operation run smoothly, efficiently and economically. An increase in the number of competitors, higher supply prices, and a growing emphasis on cost cutting have all led manufacturers to seek new, ingenious methods to increase the productivity and profitability of their business.One such method is lean manufacturing, a revolutionary business philosophy that focuses on enha
For my client this was the ‘package’ from the MD explaining more about the offer. It satisfied the people who had read the first letter and were curious to know more – but not curious enough to phone up. It generated enquiries about, and appointments for, the free demonstration he was offering.
3) A follow-up reminder. In each of your messages always refer to the fact that you have written before. This creates consistency of communication in the recipient's mind and they become more familiar with you, your offer and the benefits you intend to deliver.
In my client’s campaign we followed up with a message from the first sender asking if they’d received the package because she hadn’t seen their name on the demonstration list and she was concerned that they’d missed it.
Sending a reminder is perfectly acceptable and many people will thank you – especially if the offer has a time-limit they might have missed because they got too busy.
When sending your ‘missives’ test using different media – we used a letter for the first contact, then a package which included an audio CD / CDRom presentation; followed by a reminder postcard.
The other elements of contact could just as easily have been an email, a newsletter or a phone call.
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