Sales Letter Examples and A Case Study!

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.

direct mail letter

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 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 4 letters! That’s how you do folks.

I digress. 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 two jumbo golden plated paperclips which looks awesome! Continue reading Sales Letter Examples and A Case Study!

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Referral Card Gets More Referrals!

I wanted insurance referrals, desperately. And I didn’t know what to do about it. I hated prospecting the old way. You know, cold calling and asking friends and family to buy my insurance products.

So what did I do? I studied direct marketing and unique prospecting tips from top producers. That helped me make a big breakthrough. Insurance referrals where not so difficult anymore. And I was actually having fun. Here is one of my favorites.

About 20 years ago, I read Endless Referrals. I’ve forgotten everything except one great idea, which I’ve tweaked and successfully refined (I need to read that book again).

It’s been a while since I’ve used this networking technique personally, but it works really well for regular networking and casual events.

My favorite part is the use of a postcard follow-up. Here’s how it basically goes…

Step 1: Be The Center Of Influence Instantly.

Continue reading Referral Card Gets More Referrals!

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Real Estate Photography Jobs Sales Letter Sample!

There are many ways to attract new photography clients to your business. Using a photographer sales letter is one of them.

I am a photographer and videographer myself. I have been around amateur and professional photographers for quite some time now and I can safely say that most photographers are terrible at marketing.

Most believe that using marketing material that uses salesmanship to attract new clients is beneath them. They are like many artists and college graduates who believe that if you create great art and you keep your work in front of prospects they eventually buy your stuff.

There is some truth to that. But if you want to attract new clients faster rather than crossing your fingers because you took some great photos lately you need to get out there and promote your services to potential clients.

Marketing To Real Estate Agents Using A Photographer Sales Letter!

Recipients Name
Recipients street address
City, State, Zip

Dear (Name),

As a real estate agent, you understand the importance of quality photographs in attracting potential buyers for a home on your listing. Continue reading Real Estate Photography Jobs Sales Letter Sample!

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Probate Prospecting Letter To Executor!

Generating real estate leads in the probate niche is requires you to target the right person in charge of the estate and/or estate plan with a prospecting letter. If you target the wrong person it will not be as effective. Usually the person you want to target is the Executor of the state.

You can buy a list of probate properties from several sources online. If that interests you let me know by using the contact form.

After you get the list create a probate prospecting letter and mail it. After a week mail another follow up letter.

If you don’t get a response keep them on your list and use your print newsletter as a tool to keep in contact with them. Eventually over time I am confident you will generate a lead to two from this small targeted list.

For more tips please read the ideas and techniques below this sample probate prospecting letter.

Continue reading Probate Prospecting Letter To Executor!

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Jeweler Sales Letter!

Below I have a Jeweler sales letter that uses basic copywriting which is attempting to create desire in your prospective customers to come to your shop and buy fine jewelry or simply to get their watch or jewelry cleaned.

Before you simply mail a jewelry store prospecting or marketing letter like this you must do your research. Who is your ideal customer? Once you have figure this out then get a mailing list that fits those requirements.

Another option is to get a list of homeowners within 10 or 20 miles of your location. Fine tune this list and narrow it down to a certain household income you are comfortable with and then do a test mailing. You can get a quality list from numerous sources online.

Sample Jeweler Sales Letter.

Continue reading Jeweler Sales Letter!

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Renter Real Estate Marketing Letters!

Below is a two letter sequence with the goal of converting renters into homeowners.

Isn’t it frustrating to see people paying rent when you know they could pay the same amount they are paying in rent, or even less (maybe a little more), and own a home, condo, or townhouse instead?

But the fact is, people who don’t know you are not going to pick up the phone right away and buy a house after one or two letters. But if you warm them up with your letters and establish yourself as the expert you will eventually get someone to make a move.

One way to generate a flow of leads from renters and other niches is to use sales letters in conjunction with newsletters. Basically you send two or three letters over two or three weeks and then follow up with a newsletter every month from then on.

Think about it. Most renters are not considering buying a home the day they get your first or second letter. But they usually will consider this option in the future when some life changing event occurs. For example, maybe one day they realize they are stuffing the pockets of their landlord, or maybe they got a raise, or perhaps they received an inheritance. Continue reading Renter Real Estate Marketing Letters!

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Sample Financial Planning Sales Letter Sequence!

Below is a series of three financial planning sales letters that I hired an up and coming copywriter to write for me about ten years ago, give or take. I also included them in my book 21st Century Lead Generation (which is no longer available).

These letters are exceptional in terms of copywriting and they received a good response when they were used in Australia.

You can model them for your business lead generation efforts. Keep in mind they were formatted differently than they appear in this article. There was different bolding and fonts used.

Do not copy them. Thank you.

By the way, this article is loaded with information you can use in your newsletters and sales material to create desire in your prospects.

“How The Government’s New Tax Laws Could Decide Whether You Retire In Comfort Or In Poverty!”

Continue reading Sample Financial Planning Sales Letter Sequence!

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Real Estate Prospecting Letters To Seniors!

One of the fastest growing segments of the population is the senior demographic. After World War II ended there was a large increase in babies being born (between 1946 – 1964).  If you were born between these years congratulations, you are a Baby Boomer.

Baby Boomers also have a high home ownership rate. I came to thinking that perhaps this could be a good market to specialize in, especially if the area you live in has a large number of Baby Boomers.

In my opinion there are two ways to generate leads in this market using sales letters and/or postcards (at the beginning).

Here are a few options to consider: Continue reading Real Estate Prospecting Letters To Seniors!

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Realtor Marketing Letter System!

Although a realtor marketing letter system can be costly the returns can be well worth the investment.

Heck, one new client can pay for one marketing system several times over so perhaps you should test direct mail yourself.

There are no guarantees a direct mail sales letter will work. But if you have the money and patience you can generate a consistent flow of new clients every year. However, you can’t just send one letter and expect the phone to ring.

Is There A Secret To Direct Mail Real Estate Lead Generation?

Continue reading Realtor Marketing Letter System!

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New Service Announcement Letter System!

If you want to launch a new service or product with a letter system there is no better way to learn than from a real world small business that actually did it.

In this guide you will get a detailed close up look at a launch we did for a new airbrush tanning service in our salon. In addition you’ll get a second announcement letter example that you can model for the insurance industry.

If you are thinking, ‘These are not my industries’, you are missing the boat. Any letter or system can be modeled in another industry and work just as well or even better.

As a matter of fact I modeled the letter and postcard in this example from a small business that sells designer suits to men.

Below is a sales letter we used to announce our new Mystic Tan booth (we followed up with a postcard which is included after the sales letter). This was a very successful promotion because it drove new and old customers back to the salon, putting several thousand dollars in our pocket in the front end and generating a constant flow of repeat business and referrals for years.

The key to the success of this new service announcement was to follow up with a postcard and a phone call (use a third postcard or letter if you don’t want to use the phone).

Follow up is very important when you are doing a promotion because often times people forget about you within minutes and they need to be reminded of your new product or service.

This works exceptionally well when you have an expiration date (this is essential on almost all promotions).

By the way, we also had our staff politely follow up on the phone.

You can model this for any service you have in your salon or small business. You can even do this if you have had a service or product that is not getting very much attention as you were expecting. Especially if it is buried in the back of your business.

New Service Announcement Letter  Marketing Campaign!

Continue reading New Service Announcement Letter System!

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Airbrush Tanning Salon Letter!

Here is a series of airbrush tanning salon letter samples you can model for your business.

If you want to buy this letter and many more marketing letters and email sales letters for a salon or spa you can get them here. 

How To Get 50% Off Your First Custom Airbrush Tan!

Continue reading Airbrush Tanning Salon Letter!

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