Sales letters - making your first impression

2 April 2009

More often than not, what’s first said to a stranger is either misunderstood or not understood at all. How many times have you had to repeat yourself when asked for directions? First impressions can often mislead.

That’s why most of us prefer to be with people we know, because they have learned to understand what we mean when we say something without lengthy explanation. This does not mean we are good communicators — it’s just that our colleagues have become familiar with our style.

It’s the same with selling and when creating a sales letter. If you look at most sample sales letters you will see a pattern – most sales letters are constructed with similar ingredients.

Your colleagues – and you – will be very familiar with your product because you know it so well. But it needs a fresh look from your buyer’s perspective to be able to communicate what your product is offering new buyers.

When you create your sales letter, try to stand back and see it as others do, before they buy. Are there any reasons why a prospect won’t buy what you are describing in your sales letter? There usually is, and your objective is to remove those objections.

If you can do that, you’ll have a pretty good sales letter!