The following is a letter in response to a question about
how to write sales letters. This is something you could
model in layout, tone, and ideas, to write your own letters.
By the way, this is where your letterhead should go.
Dear Fellow Chicago Seminar Attendees,
Jerry Jenkins asked me to tell you how to write letters that
get read and get results. That's a tall order! Well, here's
what I think the "laws" are:
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1. Know what's in it for your reader.
Get out of your ego and into your reader's ego. Complete
this sentence: "Get my book so that you can...(fill in the
blank)." Your book (or whatever you are selling) is the
feature. What people get as a result of having your book is
the benefit. Focus on benefits. Always! Without this, your
letter will bomb.
2. Write a headline that telegraphs the key benefit to your
reader.
ALWAYS use a headline. There is only ONE exception to this
rule. When you personalize your letter, the "Dear (whoever)"
opening becomes your headline. There are few headlines more
powerful than the reader's own name. The headline is THE
most important part of your letter! Spend nearly all of your
time on it.
3. Be brief.
Say what you have to say in terms of the reader's self
interest and shut up. This does NOT necessarily mean a short
letter. If you are trying to make a sale, and the reader has
never heard of you or your item for sale, you may have to
write four or more pages to get your message across. If all
you want is a return call, a one page letter may do. Don't be
afraid of length. People will read any length of copy AS
LONG AS IT'S INTERESTING!
4. Always use a PS.
Always. Why do copywriters who charge upwards to $15,000 to
write a sales letter and have weeks to draft it always use a
PS? They are always read. Always.
5. Look good.
Visual attractiveness accounts for 70% of your letter's
impact. Use short sentences, short paragraphs, bulleted
points, indented paragraphs, subheads, etc. Some people will
just skim your letter, so engaging subheads and bulleted
points help reach them instantly.
6. Outline first.
Use a planning tool to help you think through your message.
Or talk to a friend. Or to a tape recorder. Or to yourself.
This also helps you get comfortable with speaking your
letter rather than writing it.
7. Write first, edit last.
Turn your inner editor off. You can rewrite later. For now,
write spontaneously and quickly to get your ideas on paper.
8. Ask for something.
Why are you writing? You want a call. Or an order.
Something. Say so!
9. Get a reader.
Find one person to read your letter OUT LOUD in front of
you. If he (or she) has trouble reading your letter, if he
wrinkles his brow or stops to reread a sentence, rewrite
those places. Don't skip this step! It's the secret of many
professional writers.
10. Rewrite your letter again.
Is it the best you can do? Be honest! If not, throw it away
and call the person instead. Or hire a copywriter to write
it for you. Why waste your time or your reader's with
something that doesn't communicate in a persuasive and
interesting way? (I rewrote this letter 24 times!)
Well, there you have it. Of course, there are more rules,
laws, ideas and suggestions for writing letters that get
results. You should always guarantee whatever you are
selling, for example, and always offer proof for all of your
claims. But the above will get you rolling.
Sincerely,
Joe Vitale Hypnotic Writing
(ALWAYS Identify yourself. People look here to see who the
letter is from.)
PS -- Notice that you read this PS?
PPS -- Notice that you read this one, too?
