A Stupid Question
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information on Sales 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 aused 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' pared 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 bee
rich, a better person
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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 bee 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
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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 bees 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
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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 e 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 munity. Without the small businesses, the world's
economy would collapse over-night. By for now. Bob.....Robjfar
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