Sales Letters

The same general principles of Direct Marketing apply regardless of the size of business or number of potential customers targeted. One thing to always remember, is that the 'buying decision' is made very rapidly - so the letter needs to be carefully thought out in advance.

Here are some tips of what to look for in a good sales letter. Start a file and when you discover letters that follow these rules, put it in the file for later reference and you will be on your way to creating a library of useable free sales letters.

• 1) Must have a headline. If your sales letters don't have a headline that reaches off the paper and grabs the reader by the throat...you are sunk. Start paying attention to headlines.
• 2) Must clearly demonstrate how the reader will benefit from reading this ad, letter or email. It's amazing how often sales letters will go on about the company or product and how great it is. Your reader doesn't care...they always want to know “what's in it for me?”
• 3) Must have a call to action or offer that makes sense. If a sales letter is well written you will come to the end hoping to reach an offer that you can't resist. Most letters and ads don't really offer anything. Without an offer, even an offer to give some more information, you are wasting your time.

Referral Marketing

Everybody knows that one of the most effective ways to grow any business is through referrals. Yet, when most small business owners are asked what they do to guarantee that they receive a steady stream of referrals, they are hard pressed to give an answer. Referral marketing is the most powerful, cost-effective and targeted marketing you can do. The single most important factor is that you must first expect referrals. If you are not receiving referrals from every one of your clients then this one simple piece of marketing should be implemented immediately.

The next time a new account is opened, the following approach is mad -"Mr or Ms customer, we know that you are going to be so pleased with our products, service, etc. that part of your responsibility as our client is that within 6 months you will provide us with x number of referrals. (At this point, it should be explained exactly who and what makes a great referral). The result from such an approach is that they will agree. You have guaranteed their happiness. They now know that you are going to bend over backwards to make sure they are happy. And of course you will.

This new state of mind will take over your client relationship, keep you from making the world's greatest marketing blunder, and impact all of your marketing. By simply expecting referrals you will get them.