Winning Sales Letters: From Prospect to Close | by Ralph Allora | 2009 | ISBN: 9780071628112. What Makes for a Good Sales Letter. Sample Sales Letters. Sound Sales Letter Structure
Winning Sales Letters: From Prospect to Close
by Ralph Allora
2009 (240 pages)
ISBN:9780071628112
Written by a communications, marketing, and media expert, this book shows you how to craft effective messages that reach out to new clients, keep you on their radar, and close the deal.
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Winning Sales Letters—From Prospect to Close
Introduction
Overview
The Skill That Sets You Apart
Letters Versus E-Mail
What’s So Hard About Writing?
What Makes for a Good Sales Letter?
A Few Notes
Chapter 1 – The Essentials—Sound Letter Structure
Organization
Formatting
Opening/Salutation
First Paragraph
Supporting Paragraphs
Call to Action
Closing
Envelope
Chapter 2 – Letter-Perfect Rules
1: Keep it Simple
2: Keep it Brief
3: Ask, What’s in it for My Client?
4: Be Professional
5: Grab Attention with a Headline
6: Break it Up with Subheads
7: Make the Connections
8: Frame it with Bullet Points
9: Use Bold and Italic Type Sparingly
10: Leave Them with a P.S.
Chapter 3 – Deal-Makers
Overview
Give Them the “I”
Use an Active Voice
Don’t Just Provide; Deliver
Focus on the Reader’s Viewpoint
Ask a Rhetorical Question
Look for Common Ground
Avoid Flat Language
Personalize It
Soften the Negative
Play it Up
Play it Down
Keep it Real
Expand or Compress Time
Play the Percentages
Tie the Future to the Present
Give Them a Deadline
Change History
Turn the Tables on the Competition
Avoid Naming Names
Tell Them You’re the One
Be Confident
Underpromise, Overdeliver
Don’t Just Decide; Make a Decision
Make Them Feel Special
Let Them Know the Wait Is Over
Let Your Customers Sell for You
Make a Case Out of It
Make Them Smile
Give Them a Gift
Chapter 4 – The Art of Text and E-Mail
Overview
Follow the Rules
Know Your Audience
Break it Up
Offer a Compelling Subject (Line)
Use the Right Tone
Simplify the Formatting
Don’t Get Attached
Turn the Mass E-Mail into the Personal
Make a Splash, Then Follow Up
Hold Your Fire
Mobile Devices: Getting to the Point
Chapter 5 – Writing for Each Sales Stage
Overview
The Current Customer
The Referral
The Takeover
The Former Customer
The Right Decision Maker
The Follow-Up
The Demo
The Guest Expert
The Bulletin
The Solution
The Ask
The Negotiation
The Objection
The Good News
The Bad News
The Nudge
The Close
The Walk-Away
The Commitment
The Thank-You Note
The Ongoing Relationship
Chapter 6 – The Cheat Sheet—An English Refresher
Spelling
Common Grammatical Mistakes
Usage and Form Prepositions
Chapter 7 – Sample Letters
Overview
The Cold-Call Letter: Examples
The Former Customer: Examples
The Referral: Examples
The Takeover: Examples
The Current Customer: Examples
The Follow-up: Examples
The Demo: Example
The Bulletin: Example
The Solution: Example
The Ask: Examples
The Negotiation: Examples
The Objection: Examples
The Nudge: Example
The Close: Example
The Walk-away: Example
The Commitment: Example
The Thank-You Letter: Example
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