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!”
A GREAT sales letter for your business will pay untold dividends for years to come. I have sales letters I wrote 15 years ago that are as bankable as a vending machine. In other words, every single time they are mailed they produce many times their cost in profits for my clients.
A seven-letter “Thunderbolt Campaign” (a series of sales letters sent over a short time span) we designed for a resort doubled their income for five straight years, generating over $5 million in highly profitable sales. This from a total investment of well under $100,000 in printing, mailing, and copywriting fees.
Another single-page sales letter I wrote produced $1.7 million in sales for a sports organization and was sent to under 200 prospects. A four-page letter I wrote for a golf club in California that was dying on the vine produced 198 new members while raising the dues!
A great sales letter will also double as:
• website copy (most sites have impotent copy incapable of stimulating buying action.)
• great brochure copy (most brochures contain politically correct corporate speak—i.e., crap)
• a script for a video, audio, DVD, or webinar presentation
And last, but by no means least, as:
• a great sales pitch when you meet a prospect in person
By all means skimp on graphics, skimp on web design, skimp on branding, skimp on print ads, but do NOT skimp of writing a great sales letter.
A great sales letter will ultimately produce more money for your business than any other single marketing investment.