The Business Bulletin - Issue 19

Page 12

SALES

The Business Bulletin

Creating a powerful sales letter How’s your direct mail programme working? How are your response rates? Say a big ‘hello’ to the most powerful instance of copywriting you’re ever likely to use. The sales letter. What? More potent than web copy? Yep – most certainly.

After all, by the time your reader

– well, that’s down to you and your

the sake of much of what follows,

is on your website, skimming

copywriting skills.

we’ll assume these to be one and

through your lovingly crafted web words, they’ve already made

the same) is different. Your reader wasn’t expecting to hear from you.

way, they’re already in your grasp.

You’re nothing but a gate-crasher

Whether you let them slip through

A sales letter or sales email (and for

and you’ve invited yourself onto your

a choice to pay you a visit. In a

12 | Issue 19

They haven’t asked you to pitch. You’re nothing but a gate-crasher,


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The Business Bulletin - Issue 19 by Paul Green - Issuu