The Ultimate Sales Letter: Attract New Customers. Boost Your Sales. Pages · · MB · 10, Downloads ·English. by Dan S. Kennedy · attract. The Ultimate Sales Letter: Boost Your Sales With Powerful Sales Letters,. Home · The Ultimate Sales Letters, Author: Dan S. Kennedy DOWNLOAD PDF. "I first read The Ultimate Sales Letter in July1 and have reviewed . As Dan Kennedy makes clear in this excellent book, when you master.
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Editorial Reviews. Review. Your copywriting advice, like that in The Ultimate Sales Letter, has Dan S. Kennedy has been writing and lecturing about sales for more than two decades. His popular The No B.S. Marketing Newsletter reaches. Dan S. Kennedy "The Ultimate Sales Letter: Attract New Customers. Adams Media | | ISBN: | pages | PDF | 13,9. Read The Ultimate Sales Letter 4Th Edition by Dan S. Kennedy for free with a 30 day free trial. Read unlimited* books and audiobooks on the web, iPad, iPhone.
Example of direct response request.
Rule 4: There will be tracking, measurement and accountability Track everything. No advertising without tracking and measurement. Ignore "new media" metrics like impressions and engagement. You only care about conversions. Use strict ROI on ad spend, i.
Offline, attach codes to every single advertisement so you can connect the conversion rates to the specific ad used. This is much easier to do on the internet, as it's easy to track goal conversions in Google or Facebook.
Rule 5: Only no-cost brand building Brand building is for patient marketers with deep pockets filled with other people's money. You don't spend money on "building brand", unless you're trying to please your board of investors. There's no guarantee of success or sustainability with brand recognition.
Nothing is wrong with brand or brand building, but you shouldn't pay for it, particularly if you're a small business. You should buy response, and gratefully accept brand-building as a bonus. Copying big brand builders like Heinz or huge law firms will bankrupt you.
You can even ignore branding altogether. For example, if you're warning of a market crash and trying to sell information or training about it, attaching your brand to it might reduce the credibility. Sometimes a brand can hurt. Rule 6: There will be follow-up You have to have a strategy in place to fully convert marketing investments into the greatest possible gains. Every prospect that visits your business has to be captured: Get their name, phone number, cookie them etc.
You pay for every call, every walk-in, every website visit. So capture them.
Not capturing these is like having holes in your bucket or your funnel. You need to follow up on Anyone who asks for information from you. You have their details. Leads at consumer and trade shows. Email or call every card you get.
Referrals, like "You should talk to this person". Get their details, and talk to them. New customers. Make them habitual purchasers! Recognize them. Existing customers.
Keep in touch with them at least once a week. Don't lose them because they forget you. What follow-up should look like Re-state, re-sell and extend the same offer.
Just remind them, acknowledging there are x reasons people don't respond right away, and maybe answer them. Give a new deadline. What trends are occurring and will occur in their businesses or lives? What do they secretly, ardently desire most?
Is there a built-in bias to the way they make decisions? Who else is selling something similar to their product, and how?
Who else has tried selling them something similar, and how has that effort failed? Write these items down in order of priority. At that time, what else are they thinking about? Preoccupied with? What do they worry about, complain about, secretly wish for, enjoy? Through this stretch of my own imagination, I try to become one with the recipients of my letter, so I can anticipate their thoughts and reactions.
If you don't have enough information and experience to do this, you must get it! I try to accept assignments to write sales letters only to types of prospects I know well. But given an assignment aimed at people I didn't understand, I'd go get that understanding.
Over the years, I've written hundreds of sales letters to real-estate agents. My clients have included the best-known sales trainers, seminar speakers, and marketing advisors to the real-estate profession.
I am not and have never been in the real-estate business. When I first had to write a series of letters to real-estate agents, I knew nothing about their business. What did I do? I went to the public library and read several years' back issues of the trade journals that real-estate agents subscribe to and read. One of the largest real-estate companies had its convention in my city, so I went and hung out in the hotel lobby and bars and eavesdropped on conversations.
I took a real-estate agent to lunch and pumped him for information. I got myself to the point where I could visualize myself as a real-estate agent and speak the language of a real-estate agent. Once you've begun that process of identification, you'll be in a good position to determine what the recipient of your letter wants.
Write these items down in order of priority. There is a classic sales legend about the hotshot salesman pitching a new home-heating system to a little old lady.
He told her everything there was to tell about BTUs, construction, warranties, service, and so on. When he finally shut up, she said, I have just one question — will this thing keep a little old lady warm?