The Right Way... And The Wrong Way... To Start Your Sales Letters!
by: Craig Garber
Most people really struggle with figuring out how to start their sales letters. Today I'm going to show you the right way... and the wrong way to start your sales letters so you don't mix things up and wind up losing any sales, O.K.?
We're going to start ripping apart that direct-respone
ad I found right here in little old Lutz, in my local
newspaper.
(And by-the-way, that's pronounced "Loots", not "Luhtz".)
Again, you can check out that original ad (and even print
out a copy of it) right here: http://www.kingofcopy.com/tips/real_estate_ad_071505.htm
So the first paragraph says, "If you're sick and tired of
working 70 hours a week, hate pestering people for busines,
despise wasting time with insincere buyers and sellers, and
are serious about making a six figure income in real
estate without ever prospecting again, this may be the most
immportant call you've ever made."
Good things: Identifying some of the strife and
anxiety-producing items realtors have to deal with... and.
he offers an implied benefit (serious about making a six
figure income)
Bad things:
1. "...this may be the most immportant call you've ever
made."
Important spelled wrong, and... What phone call?
2. This isn't emotional enough. Remember, having a problem
is
great, but you need to empathize with your prospect. Get
them to BELIEVE from the very bottom of their heart, that
YOU know EXACTLY the pain and frustration they are
feeling... that you've walked in their shoes... and YOU are
THEM.
3. "May" be the most important call? First of all, we'll
deal with the "phone call" aspect of this in a second, but
let me tell you this: Brother, if YOU aren't convinced
your product is THE MOST important solution to your
prospect's most
pressing problems, then trust me...
Your prospects aren't going to make that leap of faith for
you.
4. I don't think I'd ever use the word "despise", especially
in my opening paragraph, unless I was selling something
like "ex-wife" repellant or something like that.
Why would you even want THINK about drumming up emotions
like this, when there are so many other empathetic ways of
stirring up emotions that aren't so negative.
Being the bright ray of sunshine in your prospect's life is
what you want to be -- always -- never the glaring edge of
pain and darkness.
Make sense?
So, here's how I might start this ad out. I say "might"
because the order I put these opening items in, depends on
the order of "pain" and relief they give realtors.
The more painful or pleasurable the experience, the higher
up on the list I'd put it.
"If you are a highly motivated real estate agent with a
burning desire to increase your commissions by at least
$100,000 dollars in the next six months -- regardless of
what level you're at now -- and if you're sick and tired
of dealing with buyers and sellers who really aren't as
sincere as you felt they were up-front... and you've had it
"up
to here" with people trying to whittle your commissions down
to
practically nothing... then this is the most exciting and
important
message you will ever read!"
Remember, the purpose of your opening paragraph is to get
them to read the next paragraph.
It's the start of your "greased slide" and you have VERY
little room for error.
If you check out this tip online, you'll be able to see the
italics and emphasis I've placed on certain words for
pausing and sounding purposes.
You can see that here:
http://tinyurl.com/98ojw
Now go sell something,
Craig Garber
http://www.KingOfCopy.com
P.S. Check out all the prior archives you've been
missing, right here at:
http://www.kingofcopy.com/tips/tiparchives.html
About The Author:
Craig Garber is America's Top Direct-Response Copywriter. Uncover hundreds of FREE controversial direct-response copywriting and marketing tips that dramatically boost your sales and your response rates, right here: http://www.kingofcopy.com.
March 2006
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