These might seem obvious, but implementing them can make a huge difference to response rates.
1) Must have a headline. If your sales letters don’t have a headline that reaches off the paper and grabs the reader by the throat…you are sunk. Start paying attention to headlines.
2) Must clearly demonstrate how the reader will benefit from reading this ad, letter or email. It’s amazing how often sales letters will go about the company or product and how great it is. Your reader doesn’t care…..they always want to know ‘what’s in it for me.’
3) Must have a call to action or offer that makes sense. If a sales letter is well written you will come to the end hoping to reach an offer that you can’t resist. Most letters and ads don’t really offer anything. Without an offer, even an offer to give some more information, you are wasting your time.
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