To be effective your sales letter must be opened, read, believed and acted upon. In order to do this it must attract attention, warm the interest of the reader, create a desire for your product or service and cause your prospect to take positive action.
An effective sales letter, not surprisingly, achieves the same objectives as an effective salesperson and just as there are certain mistakes a salesperson wants to be sure to avoid in the selling process, the same holds true for the writer of sales letters.
So today I present Five Deadly Sales Letter Mistakes. Eliminate one or more of the common blunders described here and it’s a good bet your response rates will improve.
Deadly Sales Letter Mistake # 1 — Writing Your Letter For the Hundreds or Thousands of People You Will Be Mailing It To Instead of One Special Person. One sure way to generate an apathetic response to your sales letter is to write for the group or list of people you will be mailing it to. Approaching your letter with a “crowd mentality” instead of focusing in on a single, real, living, breathing prospect will greatly impair the ability of your letter to make a genuine connection with the reader. The sales letter is the most personal, one-to-one form of advertising there is. As is often said, it’s the only form of advertising that begins with the word “dear.” So it should read like one person sitting
down writing to one other person.