Have you ever sat down to write a
sales letter and been at a complete loss
where to start? It happens to all of us.
Sales letters are hard to write.
And writing a good one takes a lot of time,
research and effort. But?a good letter
will make you money.
The best place to start is with
research. You want to know everything you
can about the product or products you're
selling. At this point you're interested
in specific information.
The details are vital. You want
to understand and be able to clearly and
thoroughly describe every aspect of the
program you're writing for.
Print your notes on a few sheets
of paper so you have them when you're ready
to begin writing.
Next you want to do some research
on your target market. Again the specifics
Start by defining the characteristics
of the typical prospect who would benefit
most from your product. Be as thorough as
What problem will your product solve
for your client? Get inside their head.
See the whole loan process from their point
of view. Constantly ask "why would they
want to do this"?
Make another few pages of notes.
Your first set of notes are features.
They're what your product does. The second
set of notes are benefits. They're the reason
the prospect will decide to buy or not.
Now you're ready to write. Start with
the headline. The best place to look for the
theme of your headline is in your benefits notes.
What is the most compelling reason to
buy your product? State it in writing as
clearly as you can. You have a headline.
Now, here's the important part, write another
50 headlines about the same benefit.
Set that aside and start writing your
letter with your lead. Your lead should build
on and restate the theme of your headline.
Focus on the benefit to the prospect.
Next, you want to back up your strong
statement of benefit with details about why
your product will lead to such a benefit.
State the features that support the statement
For the rest of your letter you want
to weave the benefits together with supporting
features. Restate your core benefit often and
in a variety of ways. After every statement
of benefit tell your prospect why you can
deliver on your promise.
You have your rough draft. Now you
need to select the best three headlines you
have and start asking people in your office
which one is better. Use the one that wins.
Now it's time to re-write your letter.
You should do this several times. Make your
letter sound like your talking to a favorite
uncle and explaining why your product will be
so good for him.
Respect your client. Don't ever talk
down to them. Answer every question they might
have. Don't be afraid to go long ? long copy
David A. Wells, owner of http://www.Mortgage-Millions.com and author of The Millionaire Mortgage Broker's Marketing Manual, is a mortgage marketing expert who helps mortgage brokers succeed. He can be reached at firstname.lastname@example.org.