Most of the sales letters your prospects receive sound well-nigh the same:"I'm writing to introduce myself and my visitor; we're the leading supplierof Widgets, and y'all should practice business with me. Phone call if you have anyquestions." Messages like this are irksome and self-serving. There is littleincentive for prospects to read them, let solitary respond.

The ideal sales letter has just four short paragraphs:

1. Briefly discuss a specific issue/problem
Choose one which is common among the prospects y'all are writing to. Example: Ifyou're selling hurricane shutters in Florida, talk near the new law whichrequires upgraded window protection, and the potential loftier price of achievingit. People who are concerned about these bug are now hooked.

2. Describe a solution yous offer that addresses the consequence you raised
Example: Yous have a window movie which goes over existing glass and provides theprotection required by the new police at much lower cost than metal shutters. Nowpeople understand that you are the potential solution to their problem.

3. Tell your credentials
Examples: How long your company has been in business in the expanse, yourspecial areas of expertise, quality of your people, etc. No demand for pufferyhere (skip words like "leading" and "best"); just presentthe facts.

4. Specify the adjacent action
Tell them what to do next and why. Example: "We have a bookletthat describes the new building lawmaking in detail, plus the various alternativeways to comply with the law. For your free copy, call this number."

E'er make the phone call to activity very specific--tell your prospects exactlywhat should happen next, not only an offer to answer their questions or toprovide "free data."

The entire letter should fit on just one page, loosely spaced for easyreading. Use divide enclosures for additional information you want to provide.

Whatever you sell, you tin adapt this simple, four-paragraph format to createa sales letter that gets attending and results. And by taking this single-issueapproach in each letter, yous can send a series of letters over fourth dimension, each with afresh issue/trouble that yous are prepared to solve.

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