The Ultimate Sales Letter, 4th Edition: Attract New Customers. Boost Your Sales.

• What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling?

Build a List of Product/Offer Features and Benefits (View Highlight)

Figure Out Why They Won’t Respond (View Highlight)

Honestly Assess the Disadvantages of Your Offer and Face Them (View Highlight)

As attractive as this product/service/offer is, our marketing experts tell us that only about X percent of the people receiving it will respond. Although that’s okay with us from a business standpoint, it still bothers me personally. You see, I know how much the owners/users of our product/service/ offer benefit from it. I read their letters; I talk to them on the phone; I see them personally when they visit us; and hundreds/thousands/millions each year tell me that “(strong, brief customer quote).” Because of this, I just hate the thought of someone not getting our product/service/offer due to some error or omission in our explanation.

you are honestly making an offer in which either the primary product or the premium or a discount or rebate is limited by availability, you can try to convince the recipient that “the race is on!” (View Highlight)

is rare for the basic offer to be strong enough in and of itself to inspire immediate response from a satisfactory number of people. Because of this, I am a strong advocate of the use of premiums, and usually prefer a premium over a discount or rebate. It has often been my experience that the right premium offer can make as much as a 50 percent positive difference in response to a sales letter. (View Highlight)

The deadline is the most basic and common urgency-builder. It can stand alone or be used in combination with any of the other strategies. (View Highlight)

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