Creating Persuasive Compelling Results - Generating Sales Letters

Creating Persuasive Compelling Results - Generating Sales Letters
Creating Persuasive Compelling Results - Generating Sales Letters A cost-effective and incredibly powerful way to generate new clients is through Direct Marketing. When performed properly, it creates a sales force of thousands. And for small businesses without the resources to hire a sales team, this can be ideal.

The great thing about direct marketing is that it can be used for many business-building activities, including lead generation, reviving inactive or lost customers, increasing customer loyalty and retention and even "warming" a prospect prior to receiving your sales call.

A packaging company I know of reclaimed 40% of their old, inactive clients through direct marketing. An insurance salesman created a seven-figure income from phone, email and mail direct marketing! I've seen people in Network Marketing use direct marketing to grow a business of over 5000 members.

If you've started thinking, "oh, but I already use direct marketing", that's fine and I acknowledge you for that. But let me make myself very clear. I'm not talking about merely sending out a brochure, a catalogue or even your company profile. I am talking about a well-crafted sales pitch that is intentionally structured to generate you a return on your investment.

As I have seen hundreds of poorly structured direct marketing pieces that never work, I thought this Shoestring Marketing article should shed some light on the appropriate direct marketing structure and formula proven to succeed.

The Basic Formula:

  • 1. The headline - the promise

  • 2. The body copy - progressively list all benefits

  • 3. Initiate action

  • 4. Urgency factor

  • 5. Risk reversal


  • 1. The Headline:

    Your headline is effectively an ad for your letter. It must grab your reader's attention and compel them to read on. It must be totally benefit oriented and use what we call power words, such as 'you', 'how to', 'FREE' 'announcing' etc. It can also contain numbers, dates and percentages because these tend to attract the eyes. It should leverage your Unique Selling Proposition.

    For example: "NEW Panadol! - Twice As Fast! Or "When you buy a compact disc from us, you get a 90-day, 100% money-back guarantee".

    2. The Body Copy

    The body should commence with the biggest benefit offered by the product / service. It emphatically answers the readers' question: "what's in it for me?" Then progressively disclose additional advantages and benefits that further elaborate on the headline. Use imagery, scenarios and stories to illustrate how the reader stands to benefit from your product / service. Now validate your claims with facts, statistics, comparisons and testimonials. This will help reassure the reader they are on to a great thing.

    3. Initiate The Action

    You need to get your prospects to act while they're still "hot". Tell the reader exactly how & when you want them to act. For example: "email me now on", "pick up your phone and contact us now!" or "click on our website urgently!"

    4. Urgency Factor

    Give your readers a reason to act NOW! No one likes to miss out or feel they are about to make a mistake. So, explain exactly why the reader must take advantage of this offer immediately. Communicate it: 'stocks are very limited', 'offer ends in 5 days', 'available only to the first 50 callers', 'introductory offer' etc.

    5. Risk Reversal

    People don't like to waste money. Buying something one is not familiar with represents a major money-wasting risk. So if you want your reader to act, take all the risk off their shoulders and carry it yourself. One of the most powerful ways to reverse the risk is to offer money back guarantees. Giving away samples of your products / services is another way and it allows the reader to experience your product without risk. Testimonials are also an effective way to instil more confidence in your prospect.


    The next absolutely critical step is to test your letter on a sample audience. Test various offers, headlines or approaches. You may find that offers with a high price actually outperform the cheaper alternatives, so TEST.

    There you have it. That is the basic structure of creating a powerful direct mail piece. It grabs the reader's attention, presents claims on the benefits the reader can expect and substantiates these claims. It provides specific instructions on how the reader should act, when they should act and why to act now. Most importantly, it tells the reader they have absolutely no risk.

    As you can appreciate, direct marketing can get quite complex. Remember that all you are trying to do is create a persuasive conversation between you and your prospect and build a case about your product or service.

    Written by Daniel Rechnitzer of ChildsPlay Marketing

    Daniel is the creator of ChildsPlay Marketing, a brainstorming kit whereby- mixing and matching 3 decks of cards has you create over 125,000 unique marketing campaigns. Visit now!