The Secret to a Striking Sales Letter
Do you know which two letters of the alphabet are the most influential in a sales letter campaign? They are often overlooked or regarded as an afterthought - but are powerful sales tools when used correctly.
Guessed yet? OK - here's a clue.
Think what could be one of the most frequently read parts of a letter.
I secretly refer to this tool as something which 'persuades sceptics.
' Any idea? The sales letter technique is, of course, the humble postscript or the PS.
Exploring how to apply this highly lucrative writing device can transform sales letters ...
and encourage your customers to take a leap of faith.
Understand reading habits to help you write better Years spent in the classroom observing how children read, has given me unique insight into how the structure of a piece of writing can affect whether it's read or not.
For example, if you put a long-winded piece of text in front of most people, they will probably switch off after the first few sentences.
Once this text is 'chunked down' into short sections, with bullet points and subheadings, it instantly becomes easier to read.
People naturally:
Because most readers are curious, they'll always want to check out who sent the letter before reading it.
Think of it this way: readers are inherently lazy and will skim a text to see what's in it for them.
If nothing appeals, interest is lost.
So, you must provide plenty of hooks to draw hesitant readers in.
Research shows 95% of readers look at the end of a letter first.
If nothing interests them, the letter will not be read.
This is where having a PS at the end of your letter is essential.
Consequently, if your PS has 'wow factor' the reader will invest time in reading the rest of your letter.
How to use the PS as a sizzling sales tool To ensure maximum effect, always write a short, punchy postscript - no more than two sentences in length.
Make sure you don't simply repeat what you've mentioned before.
If you use the postscript as a reminder, it won't have the impact you are looking for.
The key to a strong PS is to introduce an irresistible offer.
A strong message here acts as a 'nudge' to propel your readers to act.
Provide an incentive to respond and the reader will be tempted.
Ideas for your PS:
An extra bonus, on top of the one already mentioned in the first postscript, can be added with a limited time to respond.
A surprise benefit for those who act now, might just turn your prospect into a paying customer.
Because some people might read a second or even third postscript with suspicion, you will need to use your professional judgement whether to take the risk.
Several postscripts in one letter might smack of desperation to get a sale.
I tend to opt for one postscript, preferring to treat this sales tool with the respect it deserves.
However, many copywriters do use several postscripts successfully.
Make a decision based on your target audience, as well as the style of letter.
Seal the deal with a call to action A compelling postscript should have those prospects sitting on the fence, leaping in your direction! Once you've whetted their appetite, you must tell readers what to do with a final call to action.
'Call now to...
' or 'Email to claim your...
' This call to action is vital as it will help you to close the letter, as well as end on a positive note.
Guessed yet? OK - here's a clue.
Think what could be one of the most frequently read parts of a letter.
I secretly refer to this tool as something which 'persuades sceptics.
' Any idea? The sales letter technique is, of course, the humble postscript or the PS.
Exploring how to apply this highly lucrative writing device can transform sales letters ...
and encourage your customers to take a leap of faith.
Understand reading habits to help you write better Years spent in the classroom observing how children read, has given me unique insight into how the structure of a piece of writing can affect whether it's read or not.
For example, if you put a long-winded piece of text in front of most people, they will probably switch off after the first few sentences.
Once this text is 'chunked down' into short sections, with bullet points and subheadings, it instantly becomes easier to read.
People naturally:
- Skim and scan when they read
- Look for familiar words
- Latch onto layout structures
- Decode meaning quicker if a sentence is shorter
Because most readers are curious, they'll always want to check out who sent the letter before reading it.
Think of it this way: readers are inherently lazy and will skim a text to see what's in it for them.
If nothing appeals, interest is lost.
So, you must provide plenty of hooks to draw hesitant readers in.
Research shows 95% of readers look at the end of a letter first.
If nothing interests them, the letter will not be read.
This is where having a PS at the end of your letter is essential.
Consequently, if your PS has 'wow factor' the reader will invest time in reading the rest of your letter.
How to use the PS as a sizzling sales tool To ensure maximum effect, always write a short, punchy postscript - no more than two sentences in length.
Make sure you don't simply repeat what you've mentioned before.
If you use the postscript as a reminder, it won't have the impact you are looking for.
The key to a strong PS is to introduce an irresistible offer.
A strong message here acts as a 'nudge' to propel your readers to act.
Provide an incentive to respond and the reader will be tempted.
Ideas for your PS:
- A gift or extra bonus
- Money back guarantee
- A no obligation free trial
- A killer benefit, previously not mentioned
- A discounted offer, if the reader responds today
- Your unique selling proposition (USP)
- A price slash for this month only
An extra bonus, on top of the one already mentioned in the first postscript, can be added with a limited time to respond.
A surprise benefit for those who act now, might just turn your prospect into a paying customer.
Because some people might read a second or even third postscript with suspicion, you will need to use your professional judgement whether to take the risk.
Several postscripts in one letter might smack of desperation to get a sale.
I tend to opt for one postscript, preferring to treat this sales tool with the respect it deserves.
However, many copywriters do use several postscripts successfully.
Make a decision based on your target audience, as well as the style of letter.
Seal the deal with a call to action A compelling postscript should have those prospects sitting on the fence, leaping in your direction! Once you've whetted their appetite, you must tell readers what to do with a final call to action.
'Call now to...
' or 'Email to claim your...
' This call to action is vital as it will help you to close the letter, as well as end on a positive note.
