Taking the edge of the salesletter

How to take the edge of selling by using a salesletterWhen selling products, a salesletter is a good tool to use to warm up the prospect. A few rules should be kept in mind:Who is the salesletter about?A lot of salesletters don't seem to connect with the receiver, and are all about the seller. A potential customer will just think “Nice company, and nice story, but what is in it for me?”. A good tip to circumvent this trivial problem is to count the amount of time you use the word “I” or “us” in the letter. Then count the amount of times you address the receiver. Rule of thumb is that the amount of time you address the receiver must be at least two times as much as the amount of time you have addressed yourself (or your company). Never forget the importance of your customers, and never put yourself first.Finishing the letterA salesletter is basically a conversation to provide enough incentives to the receiver so that he will want to perform an action (e.g. Buy the product). For this reason, you will want to end the letter with an order to perform the action.So you want the prospect to giv you a call? Be direct, use sentences like “Call John now, on phonenumber xxxxx”When the moment supreme is finally there, and you have a list of prospects whom you can call, what do you have to then? A few tips to get you started:Never start off your conversation with “We have sent you a letter, did you get it?”This is not the point, the point of your letter is to encourage the prospects to perform a particular action. Start off your conversation with the possibilities and benefits that you have to offer to your prospects. If the prospect, really is interested he will participate actively in the conversation by replying with “Yes, I read that in the letter” or something similair.Try to keep the conversation on an informal tone. People get hit by direct marketers every single day, so try to be unique by using your own edge.

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