エルメス 店舗 About the Author:
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lululemon Writing a successful sales letter is like building a house of cards. The whole thing can come toppling down through a single misstep, through a single error. This is an important point: A sales letter can quote all the facts, statistics, and information in the world, but the reader still has to take most of the claims made on faith. If the reader has any reason to mistrust the statements made in the sales letter, you've just lost a sale. Consider this example: Let's say you tell your spouse that you're going to visit a friend for awhile and that you'll be home by 8:00pm. At 3:30am, you walk in the front door. Your spouse is livid: "Where were you? What happened? Why didn't you call?!!" Then you start into your sales pitch. (The sales pitch you're using to try to avoid being kicked out of the house:) "Well, you know my friend lives halfway up the mountain, and on my way up I blew out a tire and was stuck on the side of the road. My cell phone didn't get any reception up there, and I realized we didn't have a spare tire in the car. I kept trying to flag down other drivers, but no one would stop. It was awful, I was stuck there with no way to contact you for hours..." So far so good, that sounds like a reasonable explanation. Then you go one step too far: "...And that's when the spaceship landed and I was abducted!" -Oops. Pack your bags, the sales pitch failed. When I'm rewriting clients' existing sales copy, what I remove from their existing ad can actually be more important than what I add. Here's a checklist of things you should leave out, or at the very least test leaving out (you shouldn't make any changes to your sales letter without testing the response -It's impossible to predict what will help or hurt an ad, the only way to know for sure is to a/b test it.) 1) Information that doesn't lead to the sale (cut out all sales letter "filler" and just keep the bare-bones info that promotes the sale). -Your sales letter can be as long as it needs to be to give all the relevant facts, but it still has to be concise, and everything in it needs to lead to the sale. Don't include a laundry list of things in the sales letter that don't strengthen your sales process. 2) Questionable claims EVEN IF THEY'RE TRUE, unless you take the time to back them up with unquestionable proof. (In other words, if you really were abducted by aliens in the above example, maybe you should keep it to yourself.) 3) Prompts for the reader to order before you've fully stated your case. You need to have proven the value of what it is you're offering before you throw a price and a prompt to order, otherwise your prospect won't fully understand the value of what you're offering, will probably think your price is too high, and stop reading the sales pitch before you've fully educated them on the value of what you're offering. In Conclusion: Read your sales letter with "new eyes" from your potential customers' point of view, and see what you can REMOVE from your sales letter to increase its effectiveness. Think of it this way: Your potential prospect is like a scared rabbit who has been attacked in the past by all types of marketing predators. Have you ever tried to catch a frightened animal you were trying to help that thought you were the enemy? It's tough! The only way you can hope to succeed is to quietly, carefully convince the rabbit that you're approaching it to try and help, that you're not a predator. It takes patience. It takes soothing talk. Every false or questionable claim, every boorish statement, every push for a sale that's not in step with the natural selling progression will send your "rabbit" high-tailing it for the hills, and for good reason. Happy "hunting". :-) To your success
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