Direct-Marketing Strategies: purpose of a sales letter is…?

On the surface, obviously the ‘big picture’ purpose of a sales letter is to sell, right?

But if you write only to sell, that’s probably not going to be very effective.

Instead, you want to think a little deeper than just “selling.”  See, there are three reasons why you’re writing a sales letter.  And if you keep these in mind when you’re writing, the results are going to be dramatically different than simply thinking about “selling.”  Here goes:

1.  Establish rapport.

This shouldn’t be news, people buy stuff from people they like.  If you can’t establish rapport, nothing’s going on, I can promise you.  This should be one of the main things you put into your sales letter.

2.  Have a conversation.

People don’t think about this because most of the time they haven’t had actual in-person sales experience.  But reality is, if you go up to someone and just start pitching them something, with rare exception… they’re simply going to get pissed off.

But if you engage someone with meaningful conversation, and you in a sense, let them get to “know” you… the end result’s going to be a lot different – much more in your favor.

3.  Give them something.

If you’re only thinking about your sale, you’re being shallow.  Doesn’t matter how much you ‘need cash.’  The truth is, if you’re in this position, that’s you’re problem, not your prospect’s problem.

And mature people don’t make their problems, other people’s problems.

Instead, you need to think about and focus on the value proposition.  The ‘what’s in it for them’ part of the equation.

One of my mentors once told me, “Think about what you want to give… before you think about what you want to get.”

And I’d say that’s as safe a formula for effective selling, as you’ll ever find.

Now go sell something, Craig Garber

P.S.  For more on this, read Chapter 7, “How To Establish Unshakable Trust And Rapport”

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