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by: ScottNelson
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One of the biggest mistakes made by business people is operating with prejudice based on ignorance. In the crucial areas of sales and marketing, this mistake is made most often by neglecting the absolute most effective vehicle for obtaining new customers and reigniting the interest of existing ones. An important mentor of mine, Dan Kennedy calls it "writing your own check". This vehicle is known commonly as a sales letter.

By definition a sales letter is something in print that is meant to influence someone to buy your product. Without getting caught up in formality, a sales letter just has to work to earn the title of good sales letter. Most businesses never get around to even writing a bad one.

Failure to make use of the power of good advertising copy and it is noticeable in lost profits. Just so it is clear, there is no set "format" for a sales letter to work to create customers. No reason to worry. Take the attitude that even bad copy is close to your goal because there are very specific things you can do to make it good, fast.

First: Hit the library and go to the magazine area. You want magazines from the categories of sports, fitness, health, fashion and entertainment. From each category, pick a specific title and a more general title. For example, in beauty pick up Cosmopolitan and one of the magazines on hairstyles or something. Browse through them lightly and make note of the ads.

You'll know the sales letters because they are usually full or half page, but not always. They frequently offer a free report if you contact them. Very often the focus is on the product or service and there is almost no mention of a company name. Trutfhfully, the big corporation advertisers you see during the final episode of Seinfeld or whatever, don't have a clue about sales letters or how to use them.

When you find really good sales copy you'll know it. You'll know it because it is interesting in that it makes you interested in the thing they are selling. Mark it with page tag and go get two or three of the previous issues of that magazine. If the ad is in there again, it is safe to say that it likely has been a success.

What the big companies do is promote a brand with entertaining ads with dancing lizards or whatever. Before you begin to think that sort of thing is real world advertising, remember that advertising must be readily measurable. Did it work or didn't it. Often, these companies can't measure the return on the millions spent. This is not for you. You have to get the benefit of your product to the average potential customer right now.

Rule #2 is to convey a unique benefit to your customer. The question to answer is: "Why should I be doing business with you and not others offering the same product or service?" What can you do for them? The ultimate question.

It has been written many times over about the power that a simple USP (unique selling proposition) can have for a business. Tom Monaghan, founder of Domino's pizza took a fledgling pizza joint in a college town (he lived in the back room at the beginning) by carving out special turf in the brutal market of pizza with: "Fresh Hot Pizza delivered in 30 Minutes or Less, Guaranteed".

A billion dollar empire ensued. With that USP, and the guts to try to back it up on a mass scale, Domino's eventually had the big boys racing to catch up.

Strategy #1 was skipped intentionally? So what is it?

It is the headline. The headline is the first thing that captures the reader's attention. It is vital. How to put together a good headline is a great topic for future discussions.

About the Author

When you master the art-and-science of writing powerful direct-response copy for money letters, postcards, and ads, you can literally write any size check you want. Check out the Copywriting Clinic for 97 specific tricks-of-the-trade. Good copywriting = more money. Grab a totally unique version of this article from the Uber Article Directory

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