A Stupid Question, but it has to be asked

This is a stupid question but it has to be asked.

Does your sales letter create as many sales as you would like?

What proportion of them respond to your advert?

What is just as important, how many of those that responded actually purchased your product?

How can you improve the response rate?

How many new email addresses did you capture?

Do you have an 'opt in' strategy so that you can mail them later with more offers without being accused of spamming?

Let us look at the sales letter first.

The headline.

Does it stand out? Does it grab your attention?

Does it shout, "READ ME, READ ME, READ ME".

On the other hand: Does it give a tantalising hint at something

interesting inside. Something of real benefit to the reader.

Does it ask a question that can only be answered by reading the

content of the letter?

The letter itself.

Is it speaking to a group of people? Or is it a one to one

conversation? How many times does it say 'You' compared with the number of

times it says 'Me, We or I'.

Your readers are not interested in you or what a marvellous gadget you are offering. No, they are only interested in

what it can do for them. How much better off they will be if they invest their hard earned cash in your enterprise.

Will it help them to become rich, a better person, happier or better looking, Will it make them more attractive to the opposite sex?

Convince them of just one of these, or similar things and the price will not matter.

It all boils down to "What's in it for me."

The old adage: "Sell the sizzle, not the steak" is as relevant now as it was in the old days of door knocking.

Let's go back to the original sales letter. How good was it in the first instance? Were you happy with the initial response? if so, what went wrong? Has it become stale. Would a makeover put it right? Perhaps it just needs a new headline.

If the click through rate is good, it would appear that the headline is doing it's job.

Should the ratio of purchases to clicks-through be poor I would suggest that the text of the letter is not up to scratch.

The problem may not be in the letter, or the headline. It could be that you are not aiming your advertising at the right people.

Whatever you are selling, a very large percentage of the population will not be interested in it.

You must find those who are the most interested in your particular product.

You would not think of advertising fishing rods in a fashion magazine.

It is amazing how many things are aimed at e-zines and other media that have little or no relevance to the product.

Let us assume that we are advertising in a selection of ezines.

How do we know which ones to use?

The surest way is to sort out some likely ones and subscribe to them. Ask for some back issues. Get a feel for the type of readership.

Would they be likely to be interested in your product?

Or have you another product that would interest them? I have had some of my best product ideas from reading an ezine that had no relevance to what I was selling at the time.

I generally try the cheapest adds first, if I am sure that the readership is right for my product and the cheap ad' pulls even a few sales, I then put a similar ad in the best position in the ezine, knowing that if the small ad' works, the bigger ad will surely make a good profit.

Should the cheap ad' not work, don't give up yet. You can generally get a good idea of what is working by studying the other ad's in the ezine, especially those that appear week after week in more than one ezine. Type out a similar ad' but for your product and see how it goes.

Copy other people's methods but don't copy their adverts. As soon as someone has written something, it immediately becomes their copy write and you would need their permission to reproduce it. (The main exception is if you paid that person to write it for you.) In that case it is best to decide who is the owner of the copy write before you start.

Don't give up. If you have faith in what you are selling, you must find the best methods of advertising it.

Then it is up to you to write the best advert that you can. Always remembering that it is the headline that must capture the reader's attention. Without a good headline, the best advert in the world will be overlooked and just a waste of space, time and money.

I hope I have given you something to think about. In this business your adverts are your shop window. The aim is to get their attention and invite them to come in and take a closer look.

I wish you all the best in your business ventures, remember, You are a very important member of the community. Without the small businesses, the world's economy would collapse over-night.

By for now. Bob.....Robjfar


Robert has been on line for over four years and earns a very good living from some of the very best affiliate programs on the web. This is one of his favorites. If you are interested in growing your very own opt-in mailing list in the shortest possible time, take a look now.

http://www.bz9.com/robjfar 'It's free.'

In The News:

The Gun Sales of June  The Wall Street Journal

How to Give Your Customers a Choice Between You and the Competition and Have Them Choose You

Instead of giving your customers or potential customers a choice... Read More

5 Ideas for Writing Effective Sales Letters

Sales letters, sent via e-mail or snail mail, are an... Read More

Store Owners - Five Ideas to Increase Sales

1. Animate your window display.How often do you change your... Read More

How To Set Goals and Achieve Them

We use only 5% of God's given potential, 95% of... Read More

Four Easy Steps To Building A Powerful Employee Incentive Program

Want to build a successful incentive program for your company?... Read More

Selling the Dr. Seuss Way

"I am Sam. Sam I am. Do you like green... Read More

Picture Yourself a Winner

In the work place, the amount of good things that... Read More

Throw Out Your Selling Language - Unlock Your Natural Voice

I was sitting at my desk last week when my... Read More

Why Write a Sales Letter for Each Product?

Authors/publishers are great at getting their books written. Entrepreneurs know... Read More

The Answers (1 - 5) Are Here !!! - Challenge Yourself - Evaluate Your Selling Skills

"THE ANSWERS (1 - 5) ARE HERE!!!"Question 1) List the... Read More

It Isnt A Sale Until Youre Paid

Back in the days when I sold for CTV and... Read More

Your Voice is Your Instrument

On an introductory call, your voice is your instrument. During... Read More

3-Levels Of Successful Selling

Any selling approach that lacks a proven strategy, a practiced... Read More

Create A Killer Product by Writing Your Sales Letter First!

You may not realize this, but when if you are... Read More

Closing Sales Is Not A Problem, It?s A Process

In my opinion, the most overrated topic in sales training... Read More

Peak Performance ? What You See Is What You Get!

Would you like an easy way to track the performance... Read More

Why USPs Dont Work

The USP (Unique Selling Proposition) is based on the assumption... Read More

A Brief History of the Sales Profession

The formula for defining a "profession" is similar throughout many... Read More

Asking The Right Questions

On an introductory call, how do you gather all of... Read More

Persuading Learners to Buy: 7 Groups

There are seven major reasons why adults continue their pursuit... Read More

Creating More Effective Proposals

The need for good proposals - the business kind, not... Read More

Your Direct Mail Sales Letters Must Differentiate You

For two winters I heated my house with an old... Read More

Incentive Dilemma:

Manufacturers and distributors are rolling out more sales incentive programs... Read More

Tips for Increasing Your Profits with Gift Certificates

Offering gift certificates is an excellent way of increasing sales... Read More

Everyones Favorite Topic - 3 Tips for How To

I believe that everyone understands that no matter what business... Read More