Home Article

Print This Page

Free reprint articles - copywriting & marketing articles

You’re welcome to reprint these articles on your Web site and in your e-newsletters free of charge, provided:

• you don’t change the article in any way
• you include the byline (including a link to our website)
• in doing so you agree to indemnify Powerwriting.com, Power Communications and its members, officers, employees and agents from and against all losses, claims, damages and liabilities which arise out of their use

How to Begin the Response-Getting Sales Letter

When you get a sales letter in the mail what do you read first? If you're like most people you look at the first few sentences. If there's a box at the top or wording over the salutation you certainly read that. And you ALWAYS read the PS if there is one.

Direct marketing copywriters know that these are the most critical parts of the sales letter. If the letter fails in any of these areas, it will fail ... period.

Does the length of the letter matter? No, not really. The rule of thumb is that letters to businesses should be one page ... two at the most. Letters to consumers can be very long.

But in truth, it doesn't matter. The one and ONLY thing that matters is that your letter gets the response you want --- whether that response is a lead or an order or a recruit.

So why bring up the length of the letter at all? To drive home the point that all that matters is the first few sentences, or paragraphs if they're short ... and they should be. And, of course, the PS, if there is one. And usually, there should be one.

Fact is, your sales letter has all of five or six seconds to either gain the prospects interest or get thrown away. Some direct marketers say even less time is given the letter.

That's just not much time to get attention and make your point is it?

One opener I like is the one that says, " It'll take you just two minutes." That gets your attention, doesn't it? What, you wonder, will take you just two minutes and why is it so important.

Another classy opener is, "I'm going to give you something special today." Now, who wouldn't read that? But keep one thing in mind ... you BETTER keep up the pace and keep your promise to deliver on your opener. That's true whether you use this opener or another one. Nothing makes a letter stink worse than a great opener that promises the world and a flat letter that delivers zip!

Here are a few other great openers:

• Isn't it sad?
• Does this seem familiar?
• Let's face it.
• The best just got better.
• We've missed you.

There are hundreds of really great openers. Be sure and use them. A flat letter will get thrown away so fast a rocket from Cape Kennedy couldn't catch it.

What about that PS? Well, I guarantee you that if you put a PS at the bottom of your letter ... in your handwriting ... it will certainly get read. Or, you might use a highlighter. Preferably yellow.

So when you do use a PS, make it powerful. Make that PS cause the reader to read the entire letter.

The beginning of your sales letter and what your prospects will look at first are so important that the content of the letter pales in comparison.

Use words that sizzle. Use words that sell. Use words that motivate. Use words that cause action and create excitement.

Don't worry about appearing dignified. Don't worry about your image. Don't worry about grammar. All that matters in direct mail is the response you get.

So as you plan your next sales letter, study how words effect you, what they cause you to do, how they make you feel. There are lots of words. There are lots of ways to use words. But you only have a brief five seconds or less to make a point. Ah ... so many words, so little time.

Use both wisely if you want your sales letter to get read. Oh, and PS ... The right words will increase your income faster than any investment you can make!