The Ultimate Sales Letter - Boost your sales with powerful sales letters
How much do I want to read more? 7/10
It may looks a bit outdated. But still relevant though. I like his personl self-help wisdom touch. He's a self made man, and there's no filter in what he says, it just happened like he tells. It's plain from experience.
I find the techniques to get into the buyer's shoes excellent. It's like the psychology of being a detective solving a murder's case.
I like the author's style and truth, it reasonate with me. It's the kind of book I can read without any problem, even though the topic is not directly relevant to me.
INTRODUCTION TO THE FIRST EDITION - Greg Renker
it requires you to think about the customer's needs and desires well in advance.
when you master the skill of moving a potential customer to action.
Section 1 - Before you write a word…
What to do before you start writing
First, you presumably know more about your business, product, service, and customer than anybody else.
This is a tremendous advantage and you, my friend, possess it.
Second, anybody can copywrite. I am a high-school, not a college, graduate.
- I got books like this one, devoured them
- I used my own insight, intuition, powers of observation, and common sense
- I translated what I knew (and what I kept discovering) about sellingand communicatingin person to the task of selling and communicating in print
- I built up huge "idea files", to swipe ideas from. You do not need much creativity to write letters; you only need to be adept at recycling and reorganizing ideas, themes, words, and phrases.
you have ultimately to go from your first read of this book to the act of following its steps, getting sales letters prepared, and into the mail.
- Don't be intimidated by the idea or process of writing. There's no magic or genius or Harvard degree required
- Recognize the value and power of your unique understanding of your business, products, services, and customers
- Assemble and organize ideas and samples in a "swipe file"; assemble and organize good reference materials
- Think "selling". If you don't have a "selling mentality," get one! Get some good books on selling. Never forget that a sales letter is a sales presentation in print.
- Write. A lot of great sales letters are eventually put together with scissors and tape.
- Avoid perfectionism.
Remember, the more you write, the easier it will get.
about everything you do easily now was once difficult to do. From fear to confidence; difficult to easy; incompetent to competent- that's a movement we repeat over and over again throughout our lives. It's the process that gives life meaning, that prevents boredom, burnout, and depression.
It builds healthy self-esteem, which prevents unhealthy addictions and destructive behavior. Gaining new competence in any skill, such as writing sales letters, automatically enhances your confidence in all other areas!
Section 2 - The System
Step 1 - Get into the customer
An old adage says that you can't understand someone until you've walked a mile in their shoes.
The goal is understanding. To persuade someone, to motivate someone, to sell someone, you really need to understand that person.
MY "10 SMART MARKET DIAGNOSIS AND PROFILING QUESTIONS"
- What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling?
- What are they afraid of?
- What are they angry about? Who are they angry at?
- What are their top three daily frustrations?
- What trends are occurring and will occur in their businesses or lives?
- What do they secretly, ardently desire most?
- Is there a built-in bias to the way they make decisions (Example:engineers = exceptionally analytical) ?
- Do they have their own language?
- Who else is selling something similar to them, and how?
- Who else has tried selling them something similar, and how has that effort failed?
So, Step 1 in our system is to analyze thoroughly, understand, and connect with the customer.
You might (and probably should) know the ages, incomes, hobbies, and political affiliations of the people you're writing to-even what magazines they read regularly. You can gain a "feeling" for these people.
if you can really see your prospect, you can communicate successfully with him in print.
I use those techniques-like "Theater in Your Mind-to visualize my letter's recipients as living, breathing, thinking, feeling, walking, talking human beings. I visualize their day's experience. How did it start out? What did they do when they first arrived at the office? Do they get their mail presorted? Opened? From an "in" basket? Hand-delivered? When do they get it? Where will they stand or sit when going through it? At that time, what else are they thinking about? Preoccupied with? What do they worry about, complain about, secretly wish for, enjoy? Through this stretch of my own imagination, I try to become one with my letter's recipients, so I can anticipate their thoughts and reactions.
Once you've begun that process of identification, you'll be in a good position to determine what your letter's recipient wants. Write these items down in order of priority.