Many people say
they can spot a good letter when
they see it, but the problem is when it comes down to writing one, they
simply freeze up. That's why I want to take you behind the scenes of a
successful sales letter I wrote and illustrate the thinking that goes
into writing a killer letter that generated a healthy 3810% ROI. This
letter sold all of the clients overstock merchandise and they even
created a waiting list.
You'll find my comments in the side notes below.
Can You Get A New $8,000 Power Table For $417?
------Side Note Comments------
First off, the headline is a grabber and makes people want to read
more. Anyone interested in your product at a bargain price would
certainly continue reading.
------End Comments------
Read The Amazing Facts To Find Out How...
------Side Note Comments------
Next, the subhead tells prospects that the answer is right inside this
letter if they keep reading.
------End Comments------
Dear Doctor,
Yes, it's absolutely true. You can really
replace your old, worn-out exam table and only pay $417 out of your
pocket (But only if you are
one of the first 2 people to respond to this letter.)
Let me explain.
------Side Note Comments------
Your first sentence is absolutely critical to your letter. If your
first sentence doesn't make people want to keep reading, you can expect
your letter to end up in the circular file. So make sure it keeps their
interest piqued and follow up on the headline promise in the first
sentence.
In the first sentence I reiterate the fact that yes they really can get
a brand new power table for such a low price. The second sentence I
throw in a little scarcity right at the beginning of the letter so they
won't just toss this letter aside for further reading.
------End Comments------
Last April, our little company took a big
gamble and signed up for a
power table promotion. In order to get on the promotion we had to agree
to take 3 power tables - nearly $15,000. (And for a small company like
us, that's a lot of money to be tied up in inventory). Only one of
those 3 tables were sold - so there are still 2 left.
------Side Note Comments------
The next paragraph I begin to explain the story of why we're selling
this product at such a bargain price. I've discovered that telling
people the truth and giving a reason why is actually one of the most
powerful psychological motivators to action.
------End Comments------
And My Problem Is Your Opportunity
------Side Note Comments------
This subhead turns the letter back around to what's in it for the
reader. Everyone is always silently asking themselves "So what?" and
"Who cares?". You've got to keep the focus on what the reader will gain
from the letter.
------End Comments------
In order to move these last 2 tables I've
decided to do something
somewhat bold and a little daring. First, you should know that the
manufacturer's promotion of these power tables ends June 30th. And any
unsold inventory I have could be sold to another dealer at wholesale.
But instead of doing that, I would rather sell you the table at a
wholesale price and gain your goodwill.
------Side Note Comments------
Here I explain how and why I'm willing to make a sensational deal.
------End Comments------
The regular price for a XXX power table is
$8,000 but during this
promotion they were on sale for $5,375 (which is a pretty good deal
anyway).
But until July 15th (I've extended the offer 2
weeks), you can buy one
of our last 2 tables for just $4,897. That's a savings of over
$3,100.00
------Side Note Comments------
I introduce the special offer and the reason why we're selling the
product at such a discount. That's a key point, because unless you give
people a believable reason for the reduced price they won't believe
you. Nobody thinks you're lowering the price because you're "such a
nice guy" so let them in on the reason behind your offer.
------End Comments------
What? I promised you could get a power table
for only $417 and here's
how...
------Side Note Comments------
I answer an anticipated objection here since I promised they could get
the table for only $417.
------End Comments------
Here's How To Get That New Power Table For
Almost "Zip"
By buying a power table, you can qualify for a 50% tax credit under
section 44 of the Americans with Disabilities Act. That's right Fifty
Percent! All because a power table will glide up and down to
accommodate disabled and handicapped patients.
And here's what else. You can also take the amount of the power table
and deduct it off your taxes using Section 179. (That is if you haven't
spent over $18,000 on capital equipment this year.)
That's not all, here are a few more incentives for you: We will give
you a $150 trade-in for your old table (or you can donate it to charity
for another tax break). And add an extra 2-year warranty ($1,000
value), plus, we'll pick-up your old table and deliver the new one all
for free!
Pretty good, right? Wait, I have even better news for you...
------Side Note Comments------
Here I've explained each of the incentives and how they can really get
the table for such a low cost. Plus added in a few extra bonuses and
now I'll another bonus to really increase their desire.
------End Comments------
You Can Pay In 3 Easy Installments With Zero
Interest
We'll break up your payments into 3 easy installments, spread thirty
days apart.
Why You Must Act Before July 15th
First, I doubt if these tables will still be around until July 15th
because the first 2 doctors that put their deposits down will take
them. And when they're gone this offer expires.
But even if they are still here (highly unlikely at this bargain price)
this offer has to expire anyway because we will be shipping out these
tables to other dealers in the area.
------Side Note Comments------
I bring back the deadline here and scarcity again. So not only do they
have a limit on the number of units available, but there is also a time
deadline. This is a double whammy to get people to take action
immediately.
------End Comments------
Here's What You Should Do Now
Pick up your phone and dial 123-4567 and
reserve one of these last 2
tables with your credit card. Or in case, you're still undecided call
us and ask for some more information to be faxed to you.
Otherwise, you'll be giving up the ease and convenience of having a
power table at this bargain price. I really hope you're one of the 2
lucky doctors who decide to take advantage of this golden opportunity.
------Side Note Comments------
In this closing paragraph I give readers a little pain by mentioning
what they'll be missing if they don't act on this offer.
------End Comments------
Sincerely,
Joe Schmoe
P.S. Hurry! This letter is being sent to 1,283
local doctors and this
offer is strictly limited to the first 2 people who respond.
------Side Note Comments------
The P.S. is your last place to help prospects make a buying decision.
People go from the headline in a letter to the signature to the P.S.,
so your P.S. should be powerful. Here I introduce even more scarcity. I
let them know exactly how many people (specifics sell) are receiving
this letter and it makes the limited quantity seem even more limited
since so many other people are getting this same announcement.
------End Comments------
I guarantee by using the same elements, I just
illustrated, you'll see
your next sales letter produce incredible results.
(c) Surefire Marketing, Inc.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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