Warning: implode(): Invalid arguments passed in /home/anaheim8/public_html/sign-shop-near-me/wp-content/plugins/Directory-CityPermalink/citypermalink.php on line 176

3 Effective Ways to Start Your Sales Letter

August 12, 2019 4:45 PM — Posted by anaheimsigns — Posted at Anaheim Signs ,Sign Company ,Sign Design ,Sign Installation ,Sign Manufacture ,Sign Shop
How to Start Your Sales Letter
Image source: Depositphotos.com

Your direct mail package clears a major hurdle as your prospect opens the envelope. One hand reaches in and pulls out the letter while the other sets the envelope aside. Unfolded now and in full view, the reader glances down at the first couple of lines.

The moment of truth has arrived. And the next three to five seconds will largely determine whether your marketing effort is a success or failure. Because it’s during these critical first few seconds that your prospect decides whether or not to continue reading.

That’s why the foremost objective of your opening is to capture the prospect’s attention. Every competent sales person knows that this is step one in the selling process, for without attention there can be no —

  • Interest
  • Conviction
  • Desire
  • Close.

“OK. Show Me What You’ve Got.”

Have you ever had this happen to you in a face-to-face sales presentation? You’re escorted into your prospect’s office. And no sooner than you shake hands and settle into your chair the prospect, arms folded across his chest, stares across the desk at you and says: “OK. Show me what you’ve got.”

While this type of “show me what you’ve got” reception is rare in face-to-face sales presentations, speaking from experience I can tell you it does happen. On the other hand, “show me what you’ve got” is likely to be the prevalent attitude you encounter when “selling on paper.” Keep this fact firmly in mind as you craft your letter opening and you’ll avoid the type of dull and irrelevant openers we all see way too much of in our mailboxes. Most importantly, you’ll make the most of those critical first few seconds when your prospect focuses on your letter.

Three Effective Ways to Open a Sales Letter 

There are literally hundreds of effective, attention-grabbing ways to open a sales letter. Here are three that I have found to be particularly profitable, all of which are easily adaptable to any number of direct mail marketing situations:

1. Ask a question – A good question is immediately reader involving; it provokes thought and will draw the reader into your message. Here are a few examples from my client files:

If I could show you a way to slash your health insurance costs by 40% — and still get top-quality care…would you be interested?

A similar version of the same opening:

Fed up with the high cost and burdening state mandates of ordinary health insurance plans?

And here’s another question-asking opening. One nicely set up with a provocative lead-in:

You may regard this as “none of my business.” But I’d appreciate your digesting this information before reaching that conclusion.

Here’s the question: Are you paying too much for payroll services? And getting short-changed on service?

2. Be Direct and To The Point — In many cases, you’re likely to be writing to the classic, type A, dominant-driver personalities that make up a majority of the world’s business owners and top executives. One effective approach with this audience is to open your letter in a very direct and to the point manner such as –

You’ve got enough people trying to waste your time with products and services you don’t really want or need. I’m not one of those people.

Or…

Right off the bat, I want you to know one thing. I won’t waste your time.

This letter — every word of it — is about how my company can help your company make more money and be more competitive.

Are you selling an award-winning product with good reviews? If so, here’s another way you can put your positive press to good use…with this straightforward opening that cuts to the chase and gets right down to business:

Windows User Magazine voted it the Best Windows Utility of 2004. PC Magazine says it’s “…essential…hard to imagine running Windows without it…” PC Computing says it’s “…a lean and mean program-launching machine that should be found on every Windows user’s computer…”

This is what legendary copywriter and direct marketing Pro Herschell Gordon Lewis calls the “here’s what the experts say” opening and no lead-in is needed. Immediately after the salutation, you launch right into it by quoting the favorable comments of industry experts.

3. Build Rapport — As you know, at the beginning of every sales presentation you make a concerted effort to build a rapport with your prospect. You try to find common ground. Interests that the two of you share. You look for opportunities to pay sincere compliments.

Starting your sales letter off in a similar fashion can be a good way to capture the favorable attention of your prospect. For example, you’re a tour guide and your specialty is scuba diving expeditions. You target a list of known scuba divers and this is how your letter opens:

You and I are part of a remarkable group. Someone who’s never been on a scuba dive could never understand it.

See how the writer creates an immediate rapport with the prospect? The core message here is, “you and I are part of a very exclusive and very cool group.” What if the writer had started off instead by saying, “You are part of a remarkable group.” The impact wouldn’t have been nearly as strong, would it? That’s because “You and I” infuses the line with the magical element of rapport.

Here’s another example from a B-to-B mailing:

If you’re like I am before you make a big decision you make sure you have all the facts. Just logical, isn’t it? When the stakes are high, there’s no such thing as “too much information.” (But too often we get too little information.)

The subtext here is, “You and I are smart guys. Before we make a big decision, we do our homework.”

Paying someone a sincere compliment can also be an excellent rapport builder and letter-starting technique. Just be sure there’s some basis for the compliment. (This speaks to the importance of good list selection.)

Here are a couple of examples, the first from a subscription solicitation letter for Bon Appetit Magazine:

Congratulations!

You know more about sound nutrition and smart consumer shopping than any generation before. You cook with more imagination. You serve with more style.

The next example comes from a letter sent out by a collision repair shop to build new referring relationships with insurance agents.

You didn’t get to be as successful as you are by accident. Far from it. You got there by knowing your business. And by knowing what’s important to your clients.

Before you write your sales letter think long and hard about what type of opening will work best. Because those critical first few seconds when your prospect is at point blank range with you and your company — in the form of your letter — will largely determine whether:

  • checks come in
  • the phone rings
  • your follow-up phone call gets through.

Quick Sign Quote Form

powered by Advanced iFrame free. Get the Pro version on CodeCanyon.

powered by Advanced iFrame free. Get the Pro version on CodeCanyon.

 

RSS Sign Company Orange County California

  • Sign Shop Blog - Irvine & Irvine CA — Local Sign Shop Near me
    The veteran utility player batted fifth for the second time in his career Friday against the Arizona Diamondbacks.
    Local Sign Shop Near me
  • OSHA News Release
    OSHA News Release https://www.osha.gov/news/newsreleases.xml Current OSHA News Releases en U.S. Department of Labor Reminds Employers About Submitting Injury and Illness Data to OSHA https://www.osha.gov/news/newsreleases/trade/08092019 August 9, 2019 Contact: Office of Communications Phone: 202-693-1999   Fri, 09 Aug 2019 08:00:00 -0400 U.S. Department of Labor Reminds Employers About Submitting Injury and Illness Data to OSHA https://www.osha.gov/news/newsreleases/trade/08092019 […]
  • Business – UCI News
    Now in its ninth year, the weeklong summer outreach effort is hosted by the business school’s Center for Investment and Wealth Management. It’s dedicated to teaching underserved, Southern California ninth- and 10th-graders with the potential to be first-generation college students the value of higher education, budgeting and saving. Additionally, the teens – who stay in […]
  • YouTube Algorithm: The Constantly Updated Guide to YouTube's Updates & Changes
    Since marketers are at the mercy of algorithms on nearly every publishing channel, knowing how each of these unique algorithms work is crucial to attracting and maintaining an audience. Luckily, while some channels are rather reserved about the secrets of their algorithms, YouTube, the most popular video platform, has been remarkably transparent.
  • 14 PowerPoint Presentation Tips to Make More Creative Slideshows [+ Templates]
  • The Ultimate Guide to UX Design
    Think about a website or app you love. What do you love about it? The ease of gathering relevant information? How you can buy something in one-click (and have it delivered tomorrow)? Or how quickly it answers your questions?
  • How to Create Your First Web Form (Tutorial)
    Forms are often an integral part of a buyer's journey, and most companies already use web forms as part of their marketing strategy.
    Caroline Forsey
  • The Ultimate List: 57 Online Local Business Directories
    What is a business directory? A business directory is an online list of businesses within a particular niche, location, or category. One way local businesses can get found by online searchers is through inclusion in business directories.
    Jamie Pitman
  • Orange County Sign Company from Desig...
    Orange County Sign Company from Designing to manufacturing of lighted signs, to installation and finalize local cityapprovals of them for you. Our focus on creativity and professional service has made our organisation vary from all the other business signs service. A devoted building signs crafter leads a team of building signs professionals on every job. […]
    Anaheim Signs
  • I make electric signs, channel letter...
    I make electric signs, channel letters, electric signs, monuments, pole signs and much more. We're the building sign business with a distinction. We likewise understand that the majority of you handle electric signs as an afterthought or, at best, as a last-minute option. https://maps.google.com/maps?cid=12322849628333271063 Custom sign making is an age old art-form which takes time, […]
    Anaheim Signs
  • I make custom signs, building letters...
    I make custom signs, building letters, electrical signage, monuments, pole signs and far more. We're the electric sign business with a difference. We likewise understand that most of you deal with custom signs as an afterthought or, at best, as a last-minute option. https://maps.google.com/maps?cid=12322849628333271063 Sign making is an age old art which takes some time, […]
    Anaheim Signs
  • I make signage, channel letters, elec...
    I make signage, channel letters, electric signage, monoliths, mall signs and a lot more. We're the sign company with a difference. We also comprehend that the majority of you handle signage as an afterthought or, at best, as a last-minute option. https://maps.google.com/maps?cid=12322849628333271063 Electric sign making is an age old art-form which takes some time, persistence […]
    Anaheim Signs
  • I make custom signs, channel letters,...
    I make custom signs, channel letters, electrified signage, monoliths, pylons and a lot more. We're the signage company with a difference. We likewise comprehend that many of you deal with custom signs as an afterthought or, at best, as a last-minute choice. https://maps.google.com/maps?cid=12322849628333271063 Business sign making is an age old art which takes time, persistence […]
    Anaheim Signs
  • 3rd Annual Signs.com “Design Your Success” Scholarship Awarded
    We're excited to announce the winner of the 3rd annual "Design Your Success" scholarship. 3rd Annual Signs.com “Design Your Success” Scholarship Awarded
    Michael Peterson
  • Signs.com to Acquire Large-Format Printer Ferrari Color
    “From the beginning, our goal at Signs.com has been to provide the best sign-buying experience available.” -Nelson James, Co-Founder and Chief Operating Officer We are extremely excited to announce Signs.com’s acquisition of Ferrari Color, a prominent large-format graphics provider in the United States. Through this acquisition, Signs.com will gain ownership of the Ferrari Color brand, […]
    Nelson James
  • Difference Between Decals and Stickers – Signage 101
    If you’re asking what’s the difference between decals and stickers, you’re probably looking to buy one. The trick is figuring out which one is right for you. Decals and stickers are very similar. Oftentimes, they are used interchangeably. Decals, stickers, and labels are all comprised of two layers: a paper backing and an adhesive layer. […]
    Austin Money
  • Standard Poster Sizes – Signage 101
    What is the standard poster size? The standard size of a poster is 24” x 36” (24” wide and 36” tall). Before we continue, it is important to note the majority of poster sizes will display the width of the poster as the first measurement and the height of the poster as the second. Posters […]
    Calvin Tuttle
  • How to Apply Decals
    When it comes to applying decals, there are a number of things to consider: type of decal, wet or dry application, surface, location, etc. Today we’ll break all these factors down and give you a one-stop shop on how to apply any decal you may have. Generally speaking, the steps to install a decal are […]
    Austin Money


You can see who we've worked with near you that you might know for a reference by browsing our hierarchical portfolio directory below. For local sign shop, cities we serve include Anaheim, Carlsbad, Corona, Costa Mesa, Downey, East Los Angeles, El Monte, Fontana, Fullerton, Garden Grove, Glendale, Hollywood, Huntington Beach, Inglewood, Irvine, Long Beach, Los Angeles, North Glendale, Norwalk, Oceanside, Ontario, Orange, Pasadena, Pomona, Rancho Cucamonga, Riverside, San Bernardino, Santa Ana, Torrance, and West Covina. For local sign company, cities we serve include Anaheim, Carlsbad, Corona, Costa Mesa, Downey, East Los Angeles, El Monte, Fontana, Fullerton, Garden Grove, Glendale, Hollywood, Huntington Beach, Inglewood, Irvine, Long Beach, Los Angeles, North Glendale, Norwalk, Oceanside, Ontario, Orange, Pasadena, Pomona, Rancho Cucamonga, Riverside, San Bernardino, Santa Ana, Torrance, and West Covina. For local sign maker, cities we serve include Anaheim, Carlsbad, Corona, Costa Mesa, Downey, East Los Angeles, El Monte, Fontana, Fullerton, Garden Grove, Glendale, Hollywood, Huntington Beach, Inglewood, Irvine, Long Beach, Los Angeles, North Glendale, Norwalk, Oceanside, Ontario, Orange, Pasadena, Pomona, Rancho Cucamonga, Riverside, San Bernardino, Santa Ana, Torrance, and West Covina.
%d bloggers like this: