Timeless Marketing Truth: The Secret Of Killer Sales Letters
The sales letter has been around as long as the letter. Some of the killer sales letters of all time were written by Robert Collier in the first half of the last century.
His most famous letter begins, "Will you do me a favor?"
"Will you do me a favor? For twelve years now, you know, we have been selling the famous "Keepdry" coat direct to the customer, at a saving of many dollars from the usual price. This year I want to vary the line a bit So I've come to you as a customer of the house: Will you try out one of these new "Any Weather" topcoats for me for a weekWEAR ITsee how it feels, how it looks, how it compares with topcoats And then write me?"
Already, Collier's reader is deeply involved. He's been reminded of the company's quality (which of course testifies to the reader's own good taste since he's an ongoing customer), and he's been asked to try a new coat as a personal favour to the manufacturer and to share his opinion of it. Those hooks alone might have made the sale, but Killer Bob is just getting warmed up.
"Needless to say, I'll send you a coat you can be proud to wear anywhere If you will fill in the three simple measurements called for on the enclosed card, I'll get one of these new "Any Weather" coats off to you at once by pre-paid Parcel Postto be worn for a week at my risk and expenseFREE!... At the end of the week, if you should like the coat so well that you want to keep it, you can payNOT the $25 or $30 that you are accustomed to paying for coats in stores, not even our low-direct-to-the-user "Keepdry" price of $16.85BUT OUR SPECIAL INTRODUCTION PRICE TO YOU, ONLY $14.85! Otherwise just send it back at our expense, and in payment for the week's wear, tell me frankly your honest opinion of the coat and its saleability."
That letter sold 20,000 raincoats. After all, people like to help.
Collier was far from alone in writing great copy back then. In 1921, Publisher A.W. Shaw collected 5,063 letters that had made big sales. The publisher whittled the list down, published 72 of them, and analyzed and dissected them.
The result was "72 Letters and What Made Them Pay." This classic text shows how sales letters turn prospects into your friends. It shows how letters can pull 20% returnsin one case a 61% return. Here's the opener of the 61% letter "There is a man in Boston who has a unique way of making a living." What would you give for a hook like that? What would you give for returns like that?
Maybe you're thinking, OK, that was really smart over 70 years ago, but it's long since outmoded. Well, here's a recent killer letter from Boardroom Reports, one of the top direct marketing companies in the world. It opens
"Our records show that you're one of our best customers, and that's why I'm writing. Frankly, I need your help. I'm asking you to take part in a little marketing trial I've put together. Our company has a lot riding on the outcome, so I'm really hoping you'll participate "
Get the point? Involvement, establishing a relationship, giving real importance to the reader These tricks of the trade are eternal, and they're not really tricks, because they're how people communicate and how they do business. They worked then, they work now, and they'll work forever. Try Collier's technique on your prospectsI bet they do you a favour.
His most famous letter begins, "Will you do me a favor?"
"Will you do me a favor? For twelve years now, you know, we have been selling the famous "Keepdry" coat direct to the customer, at a saving of many dollars from the usual price. This year I want to vary the line a bit So I've come to you as a customer of the house: Will you try out one of these new "Any Weather" topcoats for me for a weekWEAR ITsee how it feels, how it looks, how it compares with topcoats And then write me?"
Already, Collier's reader is deeply involved. He's been reminded of the company's quality (which of course testifies to the reader's own good taste since he's an ongoing customer), and he's been asked to try a new coat as a personal favour to the manufacturer and to share his opinion of it. Those hooks alone might have made the sale, but Killer Bob is just getting warmed up.
"Needless to say, I'll send you a coat you can be proud to wear anywhere If you will fill in the three simple measurements called for on the enclosed card, I'll get one of these new "Any Weather" coats off to you at once by pre-paid Parcel Postto be worn for a week at my risk and expenseFREE!... At the end of the week, if you should like the coat so well that you want to keep it, you can payNOT the $25 or $30 that you are accustomed to paying for coats in stores, not even our low-direct-to-the-user "Keepdry" price of $16.85BUT OUR SPECIAL INTRODUCTION PRICE TO YOU, ONLY $14.85! Otherwise just send it back at our expense, and in payment for the week's wear, tell me frankly your honest opinion of the coat and its saleability."
That letter sold 20,000 raincoats. After all, people like to help.
Collier was far from alone in writing great copy back then. In 1921, Publisher A.W. Shaw collected 5,063 letters that had made big sales. The publisher whittled the list down, published 72 of them, and analyzed and dissected them.
The result was "72 Letters and What Made Them Pay." This classic text shows how sales letters turn prospects into your friends. It shows how letters can pull 20% returnsin one case a 61% return. Here's the opener of the 61% letter "There is a man in Boston who has a unique way of making a living." What would you give for a hook like that? What would you give for returns like that?
Maybe you're thinking, OK, that was really smart over 70 years ago, but it's long since outmoded. Well, here's a recent killer letter from Boardroom Reports, one of the top direct marketing companies in the world. It opens
"Our records show that you're one of our best customers, and that's why I'm writing. Frankly, I need your help. I'm asking you to take part in a little marketing trial I've put together. Our company has a lot riding on the outcome, so I'm really hoping you'll participate "
Get the point? Involvement, establishing a relationship, giving real importance to the reader These tricks of the trade are eternal, and they're not really tricks, because they're how people communicate and how they do business. They worked then, they work now, and they'll work forever. Try Collier's technique on your prospectsI bet they do you a favour.
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