Pay Someone to Write a Great Sales Letter for Your Business

Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera. - David Ogilvy

Once you have amassed a large database of prospects, the single most important weapon in your marketing arsenal is a GREAT sales letter. This is a FACT lost on the vast majority of people who think that no one reads anymore (despite the fact that in the last decade, the size of the average bookstore has grown from about 3,000 square feet to 60,000 square feet).

Someone must be reading!

Top direct-sales copywriters don’t come cheap. I charge a minimum of $15,000 for a series of single page sales letters or one long one. Others like Dan Kennedy and Jay Abraham charge far more. Of course, you can hire a cheap copywriter or one with no history of direct-sales success, but that’s a big mistake. Ninetynine percent of professional writers—people who may write excellent prose—cannot write sales copy. It’s the difference between reading a travel magazine article and saying “That sounds like a nice place” and “Honey, bring my wallet. I’m going to book our vacation at this new beach resort right now!”

Don’t Burst the Prospect’s Bubble

It’s the strangest thing, but every prospect who ever walked into one of my karate studios had a bubble over his head, just like you see in comic strips when people are dreaming of something. My job was to find out what was in that bubble. Here’s the problem. When I first meet someone, I can’t see what’s on the inside of the bubble on account of the fog! I know what is in there though—it’s the alter ego of the person right under the bubble!

The big question is how does the young man who just walked into my studio see himself in that bubble. Is he Bruce Lee, Chuck Norris, or Jean Claude van Damme throwing bad guys out of ten-story windows? If it’s a child, the person in the bubble might be the Karate Kid, a Ninja Turtle, or a Mighty Morphin Power Ranger. The child’s parents also have bubbles above their heads filled possibly with A’s on a report card or a vision of little Erica taking out the trash and cleaning up her room.

Others Like ME?

Very often when buying a product or service, people want assurances that others just like themselves—Jewish, Catholic, black, young, old, experienced, inexperienced, whatever—have also bought and are enjoying the experience!

Objection:

Are there any other families renting in the complex?

Solution:

Yes, actually there are lots of couples about the same age as your family. [Give some examples of real renters.]

Objection:

I don’t see anyone my age [like me] around the club.

Solution:

We have lots of members like you and part of my job as membership director is to make introductions. Not only can I think of five people right now who are in your field, but we have lots of people with handicaps like yours. And we can line up games for you with just a little notice. [Provide sample names here and get back to them with more.]

Objection:

I am really inexperienced with computers. I am afraid this software will be way over my head.

The Best Way to Use Local Publications and Media Is to Start a Relationship

No, this is not a sales pitch for your local paper. In fact, I am often critical of how people squander money in local publications. The upside is that local publications are…local. They have a loyal readership and you know that everyone you do reach is in your actual market area. The mistake many make is to run ads that basically say “Here We Are! Stop By!” or they use a discount only mentality. That may work in some businesses, but it is by no means always the best way to reach your customer.

The best way to use local publications, indeed most publications, is to use them as lead generators. Think of them as the first stage of a two-step process, not a direct sale. In other words, instead of judging the response to your ad based on the actual sales you make, base it on how many new relationships you are able to start. Most sales these days are based on some kind of prior relationship and that takes a little time.

Gaining a new customer for most businesses costs a great deal of money. In my business, I figure it costs me an average of $750-$1000 to get a new client. In some businesses, like car dealers, it might be $250, in others that sell high-end products like homes, it might be as high as $15,000 or more per sale.

Run an ad that makes it easy and painless to start a relationship with your company. Don’t run image ads; run lead-generation ad.

Simple Marketing from the Sign Man

"Good advertising does not just circulate information. It penetrates the public mind with desires and belief." - Leo Burnett

While driving home from a meeting in Orlando, I came off the I-75 exit at Wild Wood and was stopped at the light to make a left onto Hwy 44. As usual, there was a panhandler on the side of the road with a homemade sign begging for money. I have seen a person there a hundred times and, although it occasionally crosses my mind to make a donation, I seldom get past thinking about it before the light changes. On top of that I am a bit of a skeptic when it comes to beggars. On more than one occasion I have offered to hire a man holding a work-for-food sign, only to be turned down. This time, perhaps because it was the Christmas season, I not only stopped, but I gave and laughed as I did it. The difference was all in the man’s marketing.

As I pulled up to the light, a thin man of perhaps 50, with a stubbled beard and shaggy clothes, stood up with his cardboard sign. As he did his face lit up into a smile, which despite numerous missing teeth turned his face into the face of a man who didn’t seem to have a care in the world. As I made eye contact, he pointed at the sign and his smile grew, as his face lit up with the expectation of a child on Christmas morning. His smile and body language had already stirred my hand towards my wallet. When I read the sign it was a done deal. It said in large black letters: “Why Lie? I Need Beer!”

Want Massive Growth? Then Train Your People How To Sell!

"A minute’s success pays the failure of years." - Robert Browning

Recently I had a call from a major resort asking what one idea I could give them to instantly improve revenue. The answer was easy and would have been the same had the caller wanted to sell more cars, computers, furniture, suits, consulting, or widgets: Train your people how to sell!

Nowhere in this entire blog will you get faster results in terms of pure income than in this and the following section on how to sell. Few people in business genuinely “love” selling. Fewer still are good at it. In many ways, it’s not surprising that most people don’t like to sell. Selling not only has a bad image in many people’s minds, it often deserves it. Telemarketing calls at dinner time, pushy salespeople who won’t take no for an answer, and products and services that don’t live up to their sales claims. These have all contributed to the bad image that sales has today.

In defense of sales, almost everyone sells in their everyday lives. Teachers need to sell students on the benefits of paying attention. Spouses sell their ideas to each other. Children sell their parents on staying up for that special TV show, and so on. Practice with sales will make it more comfortable if you have the right attitude.

Increasing your sales skills by even a few increments can dramatically increase your profits. Imagine if you closed two out of ten leads instead of one—you have just doubled sales at NO cost. Even small improvements in how you answer the phone, handle objections, and close can have massive impacts on your bottom line. Yet few businesses engage in the meaningful and ongoing sales training needed for entrepreneurial success.

A good sales training system must cover the following areas:

• how to get mentally ready to sell

• how to develop instant rapport

• how to qualify prospects

• how to give quality presentations

• how to handle objections

• how to close

• how to follow up

Having a documented sales training system for your business will be the best investment you ever make.

For more great sales, marketing and business growth advice read or listen to

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