The sales letter has been around as long as the letter. Some of the
killer sales letters of all time were written by Robert Collier in the
first half of the last century.
His most famous letter begins, "Will you do me a favor?"
"Will you do me a favor? For twelve years now, you know, we have
been selling the famous "Keepdry" coat direct to the customer, at a
saving of many dollars from the usual price. This year I want to
vary the line a bit… So I've come to you as a customer of the
house: Will you try out one of these new "Any Weather" topcoats
for me for a week—WEAR IT—see how it feels, how it looks,
how it compares with topcoats… And then write me?"
Already, Collier’s reader is deeply involved. He’s been
reminded of the company’s quality (which of course testifies to
the reader’s own good taste since he’s an ongoing
customer), and he’s been asked to try a new coat as a personal
favour to the manufacturer and to share his opinion of it. Those hooks
alone might have made the sale, but Killer Bob is just getting warmed
up.
"Needless to say, I'll send you a coat you can be proud to
wear anywhere… If you will fill in the three simple measurements
called for on the enclosed card, I'll get one of these new
"Any Weather" coats off to you at once by pre-paid Parcel
Post—to be worn for a week at my risk and expense—FREE!...
At the end of the week, if you should like the coat so well that you
want to keep it, you can pay—NOT the $25 or $30 that you are
accustomed to paying for coats in stores, not even our
low-direct-to-the-user "Keepdry" price of $16.85—BUT OUR SPECIAL
INTRODUCTION PRICE TO YOU, ONLY $14.85! Otherwise just send it
back at our expense, and in payment for the week's wear, tell me
frankly your honest opinion of the coat and its saleability."
That letter sold 20,000 raincoats. After all, people like to help.
Collier was far from alone in writing great copy back then. In
1921, Publisher A.W. Shaw collected 5,063 letters that had made big
sales. The publisher whittled the list down, published 72 of them, and
analyzed and dissected them.
The result was "72 Letters and What Made Them Pay." This classic text
shows how sales letters turn prospects into your friends. It shows how
letters can pull 20% returns—in one case a 61% return.
Here’s the opener of the 61% letter… "There is a man in
Boston who has a unique way of making a living." What would you give
for a hook like that? What would you give for returns like that?
Maybe you’re thinking, OK, that was really smart over 70
years ago, but it’s long since outmoded. Well, here’s a
recent killer letter from Boardroom Reports, one of the top direct
marketing companies in the world. It opens…
"Our records show that you're one of our best customers, and that's
why I'm writing. Frankly, I need your help. I'm asking you to take part
in a little marketing trial I've put together. Our company has a
lot riding on the outcome, so I'm really hoping you'll
participate… "
Get the point? Involvement, establishing a relationship, giving
real importance to the reader… These “tricks of the
trade” are eternal, and they’re not really tricks, because
they’re how people communicate and how they do business. They
worked then, they work now, and they’ll work forever. Try
Collier’s technique on your prospects—I bet they do you a
favour.
About The Author
coach who helps business owners and independent professionals who are
frustrated that they're working too many hours for too little reward.
Sign up for his free tips on earning more and working less at http://www.MindPowerMarketing.com
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Distributed by Hasan Shrek, independence blogger. Also run
online business ,matrix,internet marketing solution ,online store script .
Beside he is writing some others blogs for notebook computer ,computer training ,computer software andpersonal computer,Cyber Forest,internet weapon,talk about business ,business is my blood ,hasan's blog ,cyber business
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