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WHY ARE YOU WRITING THIS
BROCHURE OR SALES LETTER?
A great deal of money is wasted each day
in putting useless
sales and marketing material. Material that was written for
the wrong reason or the writer forgot its purpose after he
started writing it or fell in love with his own words.
The single purpose of any marketing communications
is to get
the reader to take action... That action may be to request
additional information or to phone in or send in an order.
Before you write any marketing document be sure you are clearly
focused on this point. As you write each sentence and each
paragraph, constantly ask yourself whether what you are
writing will get your prospect to act.
It is easy to get sidetracked but don't
fall into this trap..
Your purpose is not to tell the readers how clever you are or
how great your company is to try to entertain your reader. Your
only objective in writing this material is to get your prospect
to:
1. Send in or call in an order.
2. Obtain more information, if that is your intent.
So, before you write your material, write
down its purpose
and then stick to it. The focus should always be on the
prospect, not the writer!
All of us are barraged with direct mail
pieces every day.
Have you noticed how many of them, even in the opening
paragraph, miss the point which is you the reader and your
needs.
Here are two examples. Both were written
by magazines with
the purpose, I assume, to get the reader to spend advertising
dollars. You decide which one is doing the job.
I. Avertiser's Introductory Special
Advertiser:
The XYZ Magazine is a monthly national
mail order newspaper
which is circulated by mail... Our readership of 1,000,000
are mail order responsive subscribers, Opportunity Seekers,
Investors, Salespeople, etc.
2. Looking Fora A Fresh Start?
Millions of Americans have a dream, and
that dream is to
become rich and successful in an exciting, lucrative business
of their own -- What better way than to start through
classified advertising.
When you receive a sales letter or brochure
that focuses on
you, don't you take notice and get further into the material?
Make it a practice, at least until you
become more experienced
to scan each and every promotional piece that is sent to you.
You will quickly establish the difference between effective and
ineffective material.
Some Research Will be Helpful
Writing the right material but directing
it to the wrong person
is fatal. Don't you often get married, especially direct mail
pieces, which have absolutely nothing to do with your needs or
interests.
Know who you are writing to and what that
person wants.. How can
he benefit by what you have to offer. One way you can accomplish
this is by picking out those classified or display ads that
resemble what you want to sell. Then send in for more
information.. You soon learn how the product is being marketed
by different companies.
The very best way to write material that
reaches the prospect is
by writing to one person rather than writing for mass appeal.. It
will keep your style easy and friendly.
Lethargy is human nature and overcoming
it will be one of your
greatest challenges... Most of us are lethargic by nature.. If
we can do it tomorrow or nest week, why not.. People feel if
they don't take any action they cannot make a mistake. Every
marketer has the formidable challenge of overcoming theses
"Non-action Tendencies."
The anxiety/fear syndrome can be effectively
used to overcome
the above... For example: "This is a limited offer." This
offer
must be exercised by date...Be believable in what you are saying.
Consider using testimonials, government studies, well known
research, etc. to aid you in making your point.
For example, research pertaining to the
start of any enterprise
indicates that before any business can be started, someone
initially has an idea and then at some crucial moment takes the
first step.. It is when he translates the mental commitment into
a physical act. This may be the purchase of a book, report,
franchise, distributorship, going out and looking for a site for
a retail outlet. etc.
This is why you see so many marketing documents
how the marketer
uses this fact in trying to overcome the resistance of inaction.
There are many other ways you will think of in overcoming this
resistance.
Features of you product or service such
as how fast you deliver
something, what color it is,, how it can be assembled are far
less important to the buyer than benefits are to him.
The benefit of sitting on you new outdoor
furniture, on your
patio on a warm summer evening and enjoying a cool beer are far
more important than the fact that this outdoor furniture is
constructed of the finest material,, comes in four different
colors, is delivered in 10 days and has a 30 day money back
guaranty.
All you have to do is to watch the car
commercials, of the
manufacturers, not the dealers. What is the last time you have
seen one that gives you much, if any information on the car.
What do you see in many of these T.V. car commercials? Beautiful
women, healthy looking young men, a beautiful sunset on the
Pacific Ocean, and wonderful background music. The shiny new
car, of course, is part of the scenery. But none of it really
has anything to do with what a car provides, transportation,
reliability, performance, etc.
There are many way in which you can turn
features into benefits
by carefully weaving it all together. The fact that this lawn
furniture you are selling is delivered in just 10 days brings
the benefit of sitting on it, on a summer evening......so much
faster to your buyer.
Making an Offer and Asking for the Order
It is a mistake to leave it up to the prospect
to take action
and when to take it. If you leave it up to your prospect what
to do and when to do it you may never get the order. He will
have many distractions after he puts your offer down. The
more time goes by, the less likely he will send an order. So
give him a reason to take action NOW. You have already told
him why he will benefit by your product.
Your prospect already has decided that
he needs what you are
offering because of the great benefits to him. Now, give him
a compelling reason why he should act, now.
Making the Various Pieces of Your Material
Fit
Your sales letter, your brochure, etc.
must fit. Since you want
to do a better job than your competitor and this takes time and
effort, chances are very good that whatever you create is worked
on over a period of time.. The brochure may be created one week
and the sales letter a few days later.. Make sure that it all
fits and complements each other. Stick to your original outline
which should be written down before you ever get started.
Some Final Thoughts
After it is all done give it one more review.
Wait a couple of
days and read it again. Then ask these questions: Is it directed
to the prospect or is it about me. Is it of benefit to him? Am I
making my strongest benefit. I think that is dead wrong..
Research indicates that the recipient of a direct mail piece
takes about 8 seconds to decide whether to read on. So, give it
your very best shot right at the start.
You are satisfied it is the best you can
create. If you have
come to that point it is important you get someone else confirm
that for you. This should be someone who does not have a
material interest in your offer.
When you create great marketing piece and
it gets you the
results which you planned for -- more orders, more revenue and
more profit-- you will feel very good. Getting there is half as
difficult as it may seem. All it takes is a little practice and
a little more practice.
Wishing you success always
