Winning Direct Mail Letters
Yanik Silver
Surefiremarketing.com
Many
people say they can spot a good direct mail letter when they see it, but the problem is
when it comes down to writing one, they simply freeze up. That's why I want to
take you behind the scenes of a successful direct mail sales letter I wrote and illustrate
the thinking that goes into writing a killer direct mail letter that generated a healthy
3810% ROI. This letter sold all of the clients overstock merchandise and they
even created a waiting list.
You'll find my comments
in the side notes below so let's get started...
****
Can You Get A New $8,000
Power Table For $417?
------Side Note
Comments------
First off, the headline is a grabber and makes people want to read more. Anyone
interested in your product at a bargain price would certainly continue reading.
------End Comments------
Read The Amazing Facts To
Find Out How...
------Side Note
Comments------
Next, the subhead tells prospects that the answer is right inside this direct mail letter
if they keep reading.
------End Comments------
Dear Friend,
Yes, it's absolutely
true. You can really replace your old, worn-out exam table and only pay $417
out of your pocket (But only if you are one of the first 2 people to respond to
this letter.)
Let me explain.
------Side Note
Comments------
Your first sentence is absolutely critical to your letter. If your first
sentence doesn't make people want to keep reading, you can expect your direct mail letter
to end up in the circular file. So make sure it keeps their interest piqued and
follow up on the headline promise in the first sentence.
In the first sentence I
reiterate the fact that yes they really can get a brand new power table for
such a low price. The second sentence I throw in a little scarcity right at the
beginning of the letter so they won't just toss this letter aside for further
reading.
------End Comments------
Last April, our little
company took a big gamble and signed up for a power table promotion. In order
to get on the promotion we had to agree to take 3 power tables - nearly
$15,000. (And for a small company like us, that's a lot of money to be tied up
in inventory).
Only one of those 3
tables were sold - so there are still 2 left.
------Side Note
Comments------
The next paragraph I begin to explain the story of why we're selling this
product at such a bargain price. I've discovered that telling people the truth
and giving a reason why is actually one of the most powerful psychological
motivators to action.
------End Comments------
And My Problem Is Your
Opportunity
------Side Note
Comments------
This subhead turns the direct mail letter back around to what's in it for the reader.
Everyone is always silently asking themselves "So what?" and
"Who cares?". You've got to keep the focus on what the reader will
gain from the direct mail letter.
------End Comments------
In order to move these
last 2 tables I've decided to do something somewhat bold and a little daring.
First, you should know
that the manufacturer's promotion of these power tables ends June 30th. And any
unsold inventory I have could be sold to another dealer at wholesale.
But instead of doing
that, I would rather sell you the table at a wholesale price and gain your
goodwill.
------Side Note
Comments------
Here I explain how and why I'm willing to make a sensational deal.
------End Comments------
The regular price for a
Acme power table is $8,000 but during this promotion they were on sale for
$5,375 (which is a pretty good deal anyway).
But until July 15th (I've
extended the offer 2 weeks), you can buy one of our last 2 tables for just
$4,897. That's a savings of over $3,100.00
------Side Note
Comments------
I introduce the special offer and the reason why we're selling the product at
such a discount. That's a key point, because unless you give people a
believable reason for the reduced price they won't believe you. Nobody thinks
you're lowering the price because you're "such a nice guy" so let
them in on the reason behind your offer.
------End Comments------
What? I promised you
could get a power table for only $417 and here's how...
------Side Note
Comments------
I answer an anticipated objection here since I promised they could get the
table for only $417.
------End Comments------
Here's How To Get That
New Power Table For Almost "Zip" By buying a power table, you can qualify
for a 50% tax credit under section 44 of the Americans with Disabilities Act.
That's right Fifty Percent! All because a power table will glide up and down to
accommodate disabled and handicapped patients.
And here's what else. You
can also take the amount of the power table and deduct it off your taxes using
Section 179. (That is if you haven't spent over $18,000 on capital equipment
this year.)
That's not all, here are
a few more incentives for you: We will give you a $150 trade-in for your old table
(or you can donate it to charity for another tax break). And add an extra
2-year warranty ($1,000 value), plus, we'll pick-up your old table and deliver
the new one all for free!
Pretty good, right? Wait,
I have even better news for you...
------Side Note
Comments------
Here I've explained each of the incentives in the direct mail letter and how they can really get the
table for such a low cost. Plus added in a few extra bonuses and now I'll
another bonus to really increase their desire.
------End Comments------
You Can Pay In 3 Easy
Installments With Zero Interest We'll break up your payments into 3 easy
installments, spread thirty days apart.
Why You Must Act Before
July 15th First, I doubt if these tables will still be around until July 15th
because the first 2 doctors that put their deposits down will take them. And
when they're gone this offer expires.
But even if they are
still here (highly unlikely at this bargain price) this offer has to expire
anyway because we will be shipping out these tables to other dealers in the
area.
------Side Note
Comments------
I bring back the deadline here and scarcity again. So not only do they have a
limit on the number of units available, but there is also a time deadline. This
is a double whammy to get people to take action immediately.
------End Comments------
Here's What You Should Do
Now
Pick up your phone and
dial xxx-xxxx and reserve one of these last 2 tables with your credit card. Or
in case, you're still undecided call us and ask for some more information to be
faxed to you.
Otherwise, you'll be
giving up the ease and convenience of having a power table at this bargain
price. I really hope you're one of the 2 lucky doctors who decide to take
advantage of this golden opportunity.
------Side Note
Comments------
In this closing paragraph to this direct maiil letter I give readers a little pain by mentioning what
they'll be missing if they don't act on this offer.
------End Comments------
Sincerely,
XXXX
P.S. Hurry! This letter
is being sent to 1,283 local doctors and this offer is strictly limited to the
first 2 people who respond.
------Side Note
Comments------
The P.S. is your last place to help prospects make a buying decision. People go
from the headline in a direct mail letter to the signature to the P.S., so your P.S. should
be powerful.
Here I introduce even
more scarcity. I let them know exactly how many people (specifics sell) are
receiving this letter and it makes the limited quantity seem even more limited
since so many other people are getting this same announcement.
------End Comments------
****
I guarantee by using the
same elements, I just illustrated; you'll see your next direct mail letter produce
incredible results.
©2000 Surefire Marketing,
Inc.
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Yanik Silver has developed a whole series of direct mail letter templates available
at ==> http://www.instantsalesletters.com In less than 3 minutes you can
create a winning direct mail letter guaranteed to sell your product or service...WITHOUT
WRITING!
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