What do you want from your sales letter? You want someone to make an appointment so you can show off your work or your widget, OR you want someone to buy your work or your widget. You want your customer to DO something. You want action.
The way to get the action you want is to be persuasive. You have to motivate your client or potential client to make a move and give you a call or pull out the checkbook. How do you do this? One word – benefits.
You persuade a client by explaining the benefits of your product. Many people mistakenly describe their product in minute detail. We know the caliber, the color, the weight, etc. But what we really want to know is this: What will it do for me? How will it improve my life? What is my benefit?
Let’s look at cars. Although a … Read More