Effective Sales Letters: Persuade and Sell in One Page

1. Communicative WritingWeek 12 – Sales and Fundraising Letters MMC120 Instructed by Hillarie Zimmermann

2. Today’s Class • Sale and Fundraising letters- mini lecture • Begin in-class assignment • Your print ads are due today • Review homework

3. Sales LettersPurpose & Audience • A business letter that attempts to persuade the recipient to buy a product • Audience should be “one person” even if the letter is being sent to many people • A successful sales letter focuses on benefits to the target audience

4. Sales LettersFormat • Business-letter format • Delete the recipient information from the heading • Do not include a date • Utilize design elements • Often exceed one page in length • Often includes a P.S. (postscript) at the end of the letter

5. The Facts of Life • Most people have some form of buying resistance. • People are motivated to buy based on their emotions. • There are two things that truly motivate people … the promise of gain or the fear of lose.

6. Universal Motivators • To be wealthy • To be good looking • To be healthy • To be popular • To have security • To achieve inner peace • To have free time • To have fun

7. Writing Plan • Gain attention (stand out from the competition) – begin with a teaser/hook • Build interest (emphasize the central selling points and appeal to the reader’s needs) – create a sense of need or desire • Present your product as the solution • Ask for the sale!

8. Or There is the 11-Step Writing Plan! • Get attention • Identify the problem • Provide the solution • Present your credentials • Show the benefits • Give social proof • Make your offer • Inject scarcity • Give a guarantee • Call to action • Close with a reminder

9. How Can You Gain Attention? • Mystery • Quotation • Impressive Fact • Striking Image • Thought provoking image • Thought provoking question • Appeal to emotion • Point of Agreement

10. Headlines/Hooks That Work… • “HOW TO _____________________” People love to know how to do things.  When combined with a powerful benefit the “How to” headline always gets people’s attention.  In fact, they’re probably the two most powerful words you can use in a headline.  • “SECRETS OF _________________ REVEALED!” People always want to know “insider secrets.”  We love to know things that other people aren’t privy to.  Knowledge is power and those who have it feel powerful.  Besides that, most of us enjoy a good mystery, especially in the end when the “secret” is revealed. • WARNING: DON’T EVEN THINK OF ___________ UNTIL YOU ___________. Remember that people are motivated by fear of loss more than the promise of gain?  Well, the “warning” headline screams fear.  The word “warning” demands attention and combined with something of interest to the reader, is a very powerful headline.

11. How Do You Build Interest? • Identify a problem then agitate • Examples • Details • Facts and Stats • Expert Opinion

12. Provide the Solution • Introduce yourself, your product and/or your service • Relieve the reader’s mind by telling them that they there’s no need to struggle through all their problems because your product or service will solve it for them.

13. Present Your Credentials • Successful case studies • Prestigious companies (or people) you have done business with. • The length of time you’ve been in your field of expertise • Important awards or recognitions

14. Show the Benefits • Now it’s time to tell the reader how they will personally benefit from your product or service • Don’t make the common mistake of telling all about the features of your product without talking about the benefits.

15. What’s in it for me? • The need for control • Save time • Save money • Simplify a task • Easy to use • The need for companionship • Improve appearance • Increase acceptance and belonging • Be fashionable • The need for confidence • Lead to praise and accomplishments • Improve skills and knowledge • Improve status • Give pride of ownership

16. Give Social Proof • Provide testimonials. • Websites where people have made comments. • Pictures and the names of people who have been satisfied with your product.

17. Make Your Offer • The best offers are usually an attractive combination of price, terms, and free gifts. For example, if you were selling a car your offer might be a discounted retail price, low interest rate, and a free year of gas. • Offer a guarantee to take the risk out of the purchase for the customer.

18. Inject Scarcity Into the Offer • Most people take their time responding to offers, even when they are irresistible.  • To motivate people to take action they usually need an extra incentive.  • You can create a feeling of scarcity by telling your reader that either the quantity is in limited supply or that your offer is valid for only a limited time period.

19. Call to Action • Your call to action must be “action-oriented.”  • You can do this using words like ‘Pick Up the Phone and Call Now!” or “Tear Off the Order Form and Send It In Today!” or “Come to Our Store by Friday and …”  • Be explicit and succinct in your instructions.

20. Make Sure You Communicate Your Strategic Message • Develop a SMP before writing your sales letter • Develop a profile of your target audience • One, strong clear message • “Target audience, you should buy this product because ________”. Incorporate this strategic message somehow in your sales letter.

21. Fundraising LettersPurpose & Audience • An unsolicited business letter sent to potential donors on a mailing list • Used to raise money, identify new donors, increase visibility, boost public relations, and publicize new programs. • The message is emotional and benefit-driven. • It shows that the reader can make a difference.

22. Fundraising LettersFormat • Business-letter format • Delete the recipient information from the heading • Do not include a date • Utilize design elements • Often exceed one page in length • Often includes a P.S. (postscript) at the end of the letter • Can be part of a larger package

23. Writing Plan • Gain attention – begin with a teaser/hook • Present an emotional description of the need – state the cause • Present your organization as a solution to the problem • Ask for a donation • Offer an incentive (optional section) • Re-evoke the sense of need or desire and again ask for a donation – create a sense of urgency • Offer a thank you • Add a P.S.

24. How Can You Gain Attention? • Mystery • Quotation • Impressive Fact • Striking Image • Thought provoking image • Thought provoking question • Appeal to emotion • Point of Agreement

25. State the Cause • The credentials of your charitable organization can also be listed here. • This part is absolutely essential and should be the longest part of your fundraising letter. Use about 150 words in this section. • You should clearly identify a critical need. • Explain how your organization can effectively address that need.

26. Solicit a Contribution • This is another required section. • This part of the fundraising letter should be concise and to the point—about 30 to 50 words. • List the benefits of supporting the cause and then ask for a specific donation amount. • Explain to the potential donor how much charitable contributions in this amount have helped your cause in the past, but that the need is still great.

27. Learn from the Best • Plan Canada • Salvation Army • Food bank • Red Cross

28. In-class Assignment Choose one of three options. Due next class – April 11. Begin working on your assignment now.

29. What to expect next class… No in-class lecture. Spend class time working on your IAP. I want to meet with each group to discuss your project.

30. Homework • Fundraising/Sales letter – due April 11 • IAP due April 18 • April 18 class – IAP presentations