In this article I am going to reveal some sales letter examples in a case study format. Mostly you are just interested in seeing the letters but it would benefit you do know the back story to these letters.
Years ago, one of my customers, Tom Roberson, actually followed the directions I laid out for him in terms of targeting small business owners in his local area, and he got at least a 20% appointment ratio with after one follow up call (I say, ‘he actually followed my directions’ because getting clients and customers to actually follow directions is a massive challenge, which is why I rarely take clients on anymore). Some of them even called him first!
Although he was selling group legal expense plans, who cares! Any sales letter that
works can easily be adapted to fit into what you want to sell.
This is the Ultimate Example of how to write a series of sales letters to get maximum results. The sales letters I wrote used “grabbers”, headlines, and a combination of a headline with grabbers. Plus, the copy really focuses on the benefits without revealing too much.
It took many hours to write these sales letter examples. I agonized over the copy. And when I finally finished I came to the conclusion that when it was all said and done, I would charge a client at least $10,000 plus royalties to write them. But, now you can model them for your business, or use them as an exercise in writing ad copy.
This sales letter example is not just one letter for you to read and wonder about. I am very much opposed to sending one letter because if you think about the psychology of marketing, getting someone who doesn’t know you from Adam to do business with you from one measly letter letter is a huge waste of time and money (and is also the number one reason most people say, ‘Direct Mail Doesn’t Work’).
In this case study I used a sequence of not one, not two, and not three, but a sequence of FOUR letters! That’s how you do folks.
So I used, once again, Million Dollar Bills on the first letter this time (in some of the sales letter examples on this site I use the Million Dollar ‘Grabber’ on the third letter in the sequence).
Side Bar: Keep in mind I used 5-7 Million Dollar Bills attached with jumbo golden plated paperclip, which looks awesome! Continue reading