Like everyone else, I can remember at an early age my parents telling me, “Never forget to look both ways before crossing the street.” Later on I listened as my eight-grade teacher, Sister Mary Coleman, counseled us boys to, “Never forget that a gentleman always gets the door for a lady.” From my high school football coach I can recall, “Never forget that there is no “I” in team.” And to this day I can still hear the resonant baritone voice of my first sales manager, Ed Harwick, saying, “Son, never forget that people don’t buy features, they buy benefits.”

So it is, with a figurative tip of the hat to these good people, that I offer you five never forgets for sales letter success. And I’ll start by echoing the words of Mr. Harwick.

1. Never forget that people don't buy features, they buy benefits - For example, we've all heard or read the expression, "People don't buy a post hole digger, they buy a post hole." Now let's say you're a real estate agent with 20 years of experience. The fact that you're an experienced real estate agent is analogous to "post hole digger." But your documented 20-year track record showing that you -- on average -- will move a property within 36 days of listing it...and move it for no less than 5% of the original asking price, that's the post hole/benefit.
2. Never forget that specifics are what give your benefits power, punch and persuasiveness - Note the specifics in the preceding example. The agent has a documented track record (a paper trail to back up her claim) and the track record shows (a) she moves a property within 36 days of listing it and (b) within 5% of the original asking price. Without specifics your copy has no backbone, nothing to make it stand up and stand out in the reader's mind.
3. Never forget that a sales letter is the most personal and direct form of advertising you will ever create - As such, your success depends largely on your ability to make your customer or prospect feel as though you sat down at the keyboard…and carefully and thoughtfully composed a letter just for him or her. Freelance direct mail writer Harry B. Walsh puts it this way, “The tone of a good direct mail letter is as direct and personal as the writer’s skill can make it. Even though it may go to millions of people it never orates to a crowd but rather murmurs into a single ear. It’s a message from one letter writer to one letter reader.” Mr. Walsh suggests telling a story as one effective way of making a personal connection with your reader. That's good advice. Take our real estate agent. She no doubt has accumulated many unique stories over the years that convincingly illustrate the benefits of using her services. And she would be wise to include a few of them in her sales letters.

    

    

4. Never forget to use the magic words - In Denny Hatch's excellent book, Method Marketing, he writes about the time early on in his career when his boss gave him a half-hour lecture on direct mail. According to Mr. Hatch, at one point his boss pulled out a column from the old Saturday Review wherein the writer, humorist Goodman Ace, listed what he considered to be the twelve most powerful and evocative words in the English language.Those words are - you, save, money, easy, guarantee, health, proven, safety, discovery, new, love, results. To these twelve Hatch adds one more -- FREE -- citing legendary direct marketer Dick Benson who said, "‘Free' is a magic word." So, for that matter, are the other twelve. Look for every opportunity to use these thirteen magic words in your sales letter copy. Use them properly and they will work magic on your response rates.

    

    

5. Never forget to make an offer - Your offer mimics the power of the salesperson and it's the stimulus for ACTION. The stimulus isn't your product or service, it's the DEAL. The quid pro quo (literally "this for that" in Latin). For example, you offer your customer or prospect a free trial, free demo, a Free Special Report or White Paper, a limited time special price, a free gift. In exchange for accepting your offer they agree to do something of value for you. NOTE: Your offer must match the commitment you're asking the prospect to make.