Author Archives: Marlon Sanders
Author Archives: Marlon Sanders
Most attention in how to write sales letters info products focuses on writing headlines. But your first paragraph is very important.
Here are a few ways to begin. I’m borrowing liberally from John Caples’ classic Making Ads Pay. A lot of people don’t realize that in addition to Tested Advertising Methods he also wrote two other books: Making Ads Pay and How to Make Your Advertising Make Money. Both are awesome in classic John Caples style.
1. Continue the thought of the headline and expand on it
Whatever your main thought in the headline is, continue this in your opening paragraphs and expand on it. The headline is a promise of a result. So you open by elaborating on that result by painting a picture of it or telling a story that illustrates it. Or simply by explaining more about it.
2. The Gary Halbert If You-> Then Opening
This is one of my favorites. Gary didn’t originate it but he sure made it famous. And he always executed it so well.
Back in the day, the opening to Amazing Formula read If you’d like to sell your products by the hundreds or thousands, listen up. This might be the most important letter you’ve ever read.
That’s vintage Gary Halbert style. For those of you who don’t know who Gary was, he was a legend of copywriting and a hero to many entrepreneurs, in spite of his checkered history.
3. Begin with an authoritative quote
The classic sales letter for Dale Carnegie’s timeless book How to Win Friends and Influence People began with a John D. Rockefeller quote.
John D. Rockefeller, Sr. once said: “The ability to deeal with people is as purchasable a commodity as sugar or coffee. And I will pay more for that ability than any other under the sun.”
That’s beginning with an authoritative quote.
4. Hit ’em With a Challenge
This works well in the Internet age of skepticism. Instead of coming across hard sell, begin with a take away right off the bat questioning whether or not the person qualifies.
Here’s a classic quote by Bruce Barton:
“About one man in ten will be appealed to by this page.. The other nine will be hard workers, ernest, ambitious in their way, but to them a coupon is a coupon; a book is a book’ a Course is a Course. The one man in ten has imagination.
And imagination rules the world.”
Wow! What a great opening.
5. Lead off with a blockbuster testimonial
This is another one that works great in the Internet age. Lead off with your best testimonial.
You just can’t provide too much proof of credibility in the Internet age.
6. Spin a story that illustrates the main benefit
That’s another classic way to begin a letter.
John Carlton does this better than just about anyone. He’s the master of leading with a story that pulls you into the letter.
Now, once you get that killer sales letter written, you need a web page for it.
That’s an article I wrote over on Go Articles.
When I was a young copywriter just starting out, I didn’t understand how to adjust my sales letters to the tone of the audience.
I remember once writing a headline for my dad’s TV business that read something like “I double dog dare you to XYZ.”
Now, my dad serviced TV’s for hotels and motels. That was a totally inappropriate communication for his audience. But I thought it sounded cool.
A simpler approach would have been better:
“A picture on every channel of every set for only $1.00 per set.” That happened to be my dad’s USP (unique selling proposition) and would have sold marvelously.
In my current business, I sell to entrepreneurs. So I language that communicates to entrepreneurs. But others in more conservative industries likely feel it’s over the top.
The only way I can respond is to say that I know my customers.
What about your audience?
Are you using words and concepts they identify with vs. what you think is cool to say?
Sales 101 is to get out of your own head and into the head of your target audience.
The King of Step-By-Step Internet Marketing
I created a category or genre of software called Sales Letter Software. It’s what some people use as training wheels to write sales letters with. A pro doesn’t need it. But a newer person sure does.
Here’s WHY I created this software:
1. I created a 12-step formula for writing copy.
What I found is that MOST people didn’t follow the formula, no matter how much I encouraged them too. That’s when I got the idea to practically force feed people the formula.
Push Button Letters was born.
2. It uses a proven formula
There are many formulas for writing sales letters. The oldest one I know and, in my estimation the least useful, is AIDA. Attention-Interest-Desire-Action. That’s a dumb formula because it doesn’t explain HOW to do those things.
My 12-step formula lays it all out.
3. You need to start with structure
A little structure to start with is good. Before you learn to break the rules, learn to follow them.
This video starts slow but delivers big by the end.
Be smart and consider the 3 most important criteria for a successful sales letter software purchase. Since I created the category of products called “sales letter software” generators, I’m pretty qualified to give you a few tips:
Key criteria #1: Look for software that is built on a tested, proven sales letter formula
Believe it or not, from what I’ve seen a lot of the software programs weren’t created by copywriters or anyone with much sales letter writing experience. They’re created by someone who threw up an ad for a programmer and hired a designer to do some pretty graphics.
The formula I developed has 12 steps and was the first codified 12-step formula I know of. I taught it in over 120 seminars around the world.
Key criteria #2: Realize the purpose of sales letter software is to help you WRITE a sales letter, NOT to design a pretty website
What I’ve noticed is a lot of people confuse the two. I believe the reason is it’s obvious if a site looks pretty or not. But whether or not the site will get people to buy or take an action isn’t readily apparent without access to sales figures.
This means people tend to judge software programs for writing sales letters based on what looks pretty vs. what creates effective copy.
Key criteria #3: Avoid saving 20 bucks on the cheapest program that could cost you thousands or hundreds of thousands in lost sales
It’s surprising how many people are short sighted. They have thousands, tens of thousands or hundreds of thousands in sales up for grab. And they want to buy the cheapest sales letter creation software they can find. Unbelievable but true.
If you’d like to see the sales letter software I created, click that link.
The text below is supplemental to the video, so watch it first. Then read what follows.
As you know, there are 3 basic steps in my marketing method (5 if you want to use the full Amazing Formula). But the 3 basic ones are:
1. Target buyers
2. Get them on a list
3. Make sales
To make the most money from sales, you want to get a premium price. The way you do that is by differentiating. Let me explain.
The way you win in product marketing is by getting a premium price for your product or service. But how do you do that? Today’s Marlon’s Marketing Method video covers that topic.
Watch the video then read the below:
There are many methods to DIFFERENTIATE your product or service. Some people call this “positioning a product.” The method I want to talk briefly about and have you think about is called “differentiation by product attribute.”
What that means is you differentiate your product from others by a single ATTRIBUTE. What’s an attribute?
Think of it this way. Many years ago Stephen Pierce came out with a product called THE WHOLE TRUTH. That was a product attribute. If you wanted to know the Whole Truth, then that was the product to get.
I later created a positioning for an amazing product by Tinu called the Evergreen Traffic System. Evergreen = product attribute. Since then, other marketers have grabbed the evergreen attribute and ran with it.
Your product or the product you promote as an AFFILIATE may be the most complete or the fastest method. Or one of a million other product attributes. The thing is, there are thousands of attributes available. Almost an infinite number.
Go to your grocery store or drugstore and look at the hair color products. Look at Shampoos. Look at deodorants. Many of these differentiate on an attribute like “shine” or “color” or “longest lasting.”
This is important even if you promote as an AFFILIATE because you STILL need to KNOW the attribute and differentiate based upon it.
If you do NOT differentiate what you sell, whether your own product or on a pre-sell page as an affiliate, then you’re just competing on the basis of a commodity where every product is just as good as another.
There’s no price premium in that Game. And no marketing advantage.
The way you gain an advantage is by differentiating and getting a price premium.
There are many ways to differentiate but one of the easiest to use and apply is differentiation by product attribute.
Is there some attribute YOU could differentiate by? For example, early on the differentiation on Amazing Formula was that it was a FORMULA. That was more or less the attribute. Now, you may feel you don’t know of any ideas. But just think of products you yourself have bought. Why did you buy them? What made them unique, different and valuable to you?
Now, how could you make whatever you sell or promote — a product, service, business, group, idea or organization UNIQUELY VALUABLE? Is there an attribute people highly value that you can emphasize in your marketing and promotion? If you’ve listened to or read old Jay Abraham stuff, you know he always gives the Schlitz USP example. That example was really about PURITY. That was the trait they differentiated on by explaining the elaborate process they used to brew their beer. It was all about differentiating on the attribute of purity.
My corporate name is Higher Response Marketing. Originally, my idea was to differentiate on the basis of response. Of course, that was a long time ago when I still wrote copy fully or partially for a living. So response was a valuable attribute to clients. I still think it’s one I might dust off and use again.
That’s your product marketing lesson for the day. Your comments are welcome.
If you believe what you hear in the news, many countries of the world have gone through a bit of a recession.
Let’s say that you want to boost sales without spending a lot of money. How can you do it? You already know the answer. Marketing. More marketing.
Here are the steps:
1. Ask yourself, “What do my customers really want?”
Even if it’s something not directly related to your product or service, perhaps you can find a way to tie it in. I remember reading a great story about how one marketer for a minor league baseball team in Hawaii needed to drum up attendance. It seemed that everyone loved attending picnics.
So this enterprising marketer created a picnic night at the ballpark. People ate it up.
2. Target a specific segment or group of your customers
You can’t develop a great offer for a nebulous blog of people. Instead, select a sub-group of your customers, so you can create a great offer for them.
For example, in my business I have a segment of customers who are under age 30, have graduated from college but are disillusioned with the corporate world. For these people, I could put together a special package called the “Up-And-Comer’s Kit For Escaping The Corporate World and Finding Fulfillment.”
What OFFER could you put together for a specific group of people that would uniquely meet their needs? Maybe you get a few other businesses to throw in a few things to make your package more attractive. And in return, you give those businesses something of yours they can package in.
For a specific group or segment of customers, you’re creating the ideal offer.
3. Create a sales letter, teleseminar, webinar or web page that systematically gives the benefits of taking advantage of the offer today.
I’ve always felt that good sales letters are me-to-you communications. In other words, a good sales letter sounds just as though we were sitting down over coffee and I was explaining the offer to you, casually and without sales pressure or hype.
That’s what a great sales letter does. It’s a conversation. Now, that sales message can be printed on paper, put on a web page, sent in an email or delivered via fax. The VEHICLE that sends the sales message is far less important than the message itself.
Anyone who uses email knows about these letters. Almost every day you get a few and they are not that long but you do not bother to read. There is a reason for that. They have come to the wrong place. When you write a direct mail you must remember few things get results from them. If not the letters will end up in the waste bin and your effort will be in vain.
It is not easy to get a letter of this nature delivered to the people concerned. Once you achieve the difficult feat you must get the maximum out of that.
In the first place your direct mail sales letter should go to the target. When you write the letter you must write to the procurement manager and not to the company CEO. If it goes to the procurement people you stand a chance to sell your product to them. Your letter has to be very concise and to the point. If the reader has to read a long introduction he probably will not read it at all.
When you write about the product you are going to sell you need to describe about the merits of your product but never try to explain the different features of the product. Instead try to explain the benefits the customer is going to derive from your product. Try to convince that your product is the best out of the lot.
Don’t try to be too official. Write in simple language as if you are talking to the reader. Make it more personal looking. This type of direct mail intends to build up a relationship rather than making a sale. So, try to establish connection rather than selling.
While writing your mail in simple language, make it short. One page letters are the most effective. You can offer something to the recipient and make it an offer with no risk. Give them discounts with deadlines. Make you letter a reply paid one. This eliminates the expenditure for your customer.
When you offer a product it is always good to give a guarantee. There are various types of guarantees. Guarantee will give the confidence for your customer to develop trust towards your product.
Testimonials are a must for any product to persuade a customer to buy it. When a customer reads a testimonial he will notice that your product has been used by others and it looks trust worthy. This will help you build up a relationship with your customer.
Your letter could go to the recipient through email or the ordinary post. If it doesn’t bring results the first time don’t just give up. When you send mails to 100 people there are only five people replying. This is a good figure for a no cost campaign.
IF you can get your mail delivered to the right person it is not difficult for you to get him to read it if you follow these simple tip which will make a big difference in your letters.
Need help in writing your sales letters?
If you are searching for that effective tool to assist you in creating effective sales and marketing letters then you should consider reading this article, for there are some tips you must consider when writing a marketing and sales letter to grab readers interest towards your product and services. Essentially, you must know how to target the market you are trying to reach- for this the key to gaining potential customers. And to target the market, you must first know to write effective sales and marketing letters.
The first tip you can utilize on when writing sales and marketing letters for your online business is a ‘sales letter generator’. The software type will simply show you the steps you can use when writing sales letters. Additionally, not only does it shows you exactly how to write sales and marketing letters, but it is guarantee to help you in writing the most powerful and effective letter that is necessary for online business success.
If you are wondering how to go about using this particular software, well it is very simple. All that is required from you is to enter some simple information regarding your particular product and service, and this sales letter generator software does the rest of the work. Whether you are looking to create professional or simple looking sales letters, this particular soft ware can help you create just this. Additionally, this program has been used by numerous online businessmen who have successfully gained optimum results and increased sales through this soft ware. So if you are wondering whether the sales letter generator is effective enough when used, well it is proven to give you the best sales and marketing letters that your online business require.
We all know that marketing expenses for your online business can be very straining to bear, and marketing can take a lot of time to get started. However, if you know how to locate the best tools to assist you in getting started to increase your sales level, then you can automatically witness an increase and popularity in your online business. And the sales letter generator can help you with this endeavour! Within a few minutes, this particular software will create the best looking professional sales letter for your potential customers and targeted market. Whether you are looking to increase your sales, or aiming to target that specific market, the sales letter generator software can help you with this goal.
So if you have used numerous tools and was not able to see an increase in your marketing sales, then you should consider opting for the sales letter generator soft ware. Even if you are inexperienced in creating sales and marketing letters for your online business, you can still use the sales letter generator to help you target your specific market or prospective customers that you trying to reach out to. And within a few minutes you are presented with the most powerful and persuasive sales and marketing letters which is guarantee to help increase your business sales.
Instant sales letters are needed by all business owners to help introduce their products to potential customers in the market today. And it is still considered to be an effective and valuable means of advertising for all business owners. When writing instant sales letters however you must first follow these essential tips.
You must ensure that you have a post script and proper introduction as most potential customers are likely to check these two parts of the letter before actually deciding to read the overall letter. Thus, you must ensure that your introduction and opening statement are precise while at the same time displaying the general message of your sales letter.
Secondly, you must pay attention to the letter’s layout. That is you must ensure that your paragraphs are properly structured, as the more organized and detailed your letter is, the more comfortable the customer will feel when reading the letter. You must also avoid writing confusing letters, as this will result in your letter heading straight to the trash.
Keep your sales letter short and simple. Sales letters should be at least one page long. The longer the sales letter content is, the more bore some it might be to customers, as no one like advertisements which are lengthy.
You must also avoid jargon writing. Business owners, who use immense amounts of “jargon” with the aim to impress readers, are more likely to confuse customers with this sort of fancy language. Thus, it is recommended that you try to be simple and avoid sounding like a con man out to impress customers.
You must always go for the bottom line and stick to point. Whatever point you are trying to make, just say it plain and simple. The more complicated your sales letters are, the more customers will be irritated and confused. So try not to beat around the bush as we all know where that can lead to.
Consequently, you must remember you are aiming to sell a particular product or service via this sales letter, so emphasize about the benefits that this product can offer to potential customers. Do not stress on pointless details such as high tech materials, research and new creations that went into the making of other products- for this is irrelevant!
Proper communication is also necessary when writing instant sales letters. This simply means that you should keep your tone light and conversational. Your approach and tone of your letter must suit the type of customers it is intended for. If your sales letters are targeted for high income business people, then you should use corporate jargon within your sales letter.
Try not to push for a sale as customers would lose interest in your company. You should instead aim at receiving the customer’s interest. Additionally, you should offer special deals and guarantees as this can convince and persuade customers to purchase your products even more.