By Drayton Bird
The fitting piece of unsolicited mail can produce very good reaction charges and feature a rare influence on enterprise. yet why do a little sale letters in achieving remarkable effects when others are immediately consigned to the bin? This e-book finds the secrets and techniques of constructing winning revenues letters. Containing examples of genuine revenues letters, it comprises lots of recommendation on what to prevent in addition to what to incorporate. Key subject matters are lined similar to: the secrets and techniques of persuasion; making plans a letter for you to get replies.
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Additional info for How to Write Sales Letters That Sell (2nd Edition)
First, I presented the Iine of credit in an almost throwaway fashion. No use beating the drum about something the reader could get else' where. Yet I knew it was an important lure. It is often good to flatter the reader by implying they don't want something you know they do and this is particularly true with money. Second, I did not attack the competition aggressively. This rarely pays. Polite dismissal usually does much better. Lastly, I did not assume the readers knew all the advantages of the Gold Card and reminded them: never assume your reader knows as much as you do - or even recalls what vou offer.
Everybody looks at an attractive woman in a sports car. And if the car in question is rarely seery they look even harder. I imagine she got a tremendous feeling when she put her foot down and shot ahead of everyone else when the lights changed. On a practical level, she could accelerate quickly when overtaking or to get out of trouble. She still misses the car. Its only disadvantage was revealed when an eager Frenchman followed her all the way on the autoroute from Calais to Cannes one sununer.
Mr Ogilvy, being one of the two or three best in the world, would surely be no exception. However the problem as with anything else was: would he believe me? To overcome that I did two things. First,I sent him five pieces of work I thought displayed my talent. I sent five because I had seen an advertisement for creative people he had run some years previously. In it he specifically requested respondents send in five pieces of work. I told precisely the circumstances and the results of each advertisement, to heighten his interest.
How to Write Sales Letters That Sell (2nd Edition) by Drayton Bird