The right piece of direct mail can produce excellent response rates and have an extraordinary effect on business. But why do some sale letters achieve spectacular results whilst others are instantly consigned to the bin? This book reveals the secrets of creating successful sales letters. Containing examples of real sales letters, it includes plenty of advice on what to avoid as well as what to include.Key topics are covered such as: the secrets of persuasion; planning a letter which will get replies; creating offers that get responses and timing mailings for maximum effect.
- Limba : Engleza
- Cuprins : Acknowledgements Introduction Letters that make millions One of your best investments Speak directly to the right people Money squandered by the lazy The personal touch makes the difference How to plan; questions unanswered Study what works and what doesn't Use your imagination 1. Why it's hard to write a good sales letter The wrong point of view How do you make it interesting? Two roads to disaster The good news: people do read and reply No need to be clever: just relevant Allocate your time correctly Five elements in success The most important letter you may ever write 2. Why some letters fail, while other succeed Why are you writing? Describe what you are selling What it is versus what it does Compare strengths and weaknesses Few customers care about technicalities 3. Who is your competitor? Direct and indirect competition At what stage is the market? Compare what you offer carefully Ask what the customer likes The first essential of a good letter 4. A salesman in an envelope
- Data Publicarii : 03 Oct 2002
- Editie : 2 Rev ed
- Format : Paperback
- Numar pagini : 320
- ISBN : 9780749438760