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 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!
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!
How To Get At Least A 20% Appointment Ratio From A Cold List!
You can and should test this yourself. Take a look:
Sales Letter Example #1:
“Why Have I Mailed You These Genuine Looking MILLION DOLLAR BILLS?”
Mr. CEO
Ceoland
Dear CEO,
Why have I attached a genuine looking million dollar bill to the top of this letter? Actually there are two reasons:
1. What I have to say is very important, and I wanted to make sure I got your attention, and,
2. What I can help you with can literally save you hundreds of thousands if not millions of dollars in bottom line profits.
“How To Save Millions In Hidden Costs
Your Employees Will Never Tell You About!”
Your company and your employees have an expensive problem they are not telling you about. A problem that’s been overlooked until now. According to recent studies done by Syracuse University and the American Bar Association…
52% of Americans have a present or ongoing legal problem!
You and your employees are THREE TIMES more likely to need an attorney than a doctor in the next 12 months!
The IRS formula targets certain people and these poor people are going to need help! (I guarantee some of your employees are being targeted right now!)
There are 152 lawsuits filed every minute!
What Does This Mean To You?
This causes your employees to take time away from work to deal with their legal problems and creates an enormous amount of stress and anxiety. And when your employees have stress and anxiety they tend to use their health insurance and take more sick days than average.
This affects YOU and your business. I can show you how you can avoid this and make your employees happier, more productive, and your bottom line will skyrocket as a result of it.
Can this really save you millions of dollars?
It has been said that, “One bad apple can spoil the whole bushel”…the same thing will happen everyday in business. One bad employee with a problem quickly brings every employee down to his or her level. Instead of one bad apple you have a lot of employees that have gone bad. Just because of one employee’s problems.
Even if you are a small business one employee with a legal problem can drag down the other employees. Employees will be forced to pick up the slack for this employees reduced productivity and hours away from work. And when this happens these employees will take time off for stress, illness, and tap into their medical plan.
If you count the lost hours from all affected employees over time, you might find it’s costing you and your business tens of thousands if not millions of dollars in employee related costs over the course of your business career.
I will give you absolutely FREE, with no obligation whatsoever, a 15 minute Lost Work Time Audit.
Here are a few of the major benefits you will discover from your FREE 15 minute audit:
⇒ How To Substantially Increase Revenue By Eliminating The Hidden Costs Your Employees Won’t Tell You About!
⇒ How To Keep Employees Minds Off Their Problems and On Their Jobs…this dramatically reduces accidents, costly errors, employee turnover, and Supercharges their production!
⇒ How To Reduce Absenteeism, and Control Health Insurance Costs!
Mr. Name if you are at all interested in increasing production by eliminating your employees problems and adding more money to your bottom line, pick up the phone and call me at 555-555-5555 between the hours of 8am – 5:30pm Monday through Friday.
And I promise you one thing. I will not sell you. All I will do is explain. This WILL help you, your business, and your employees. It truly is a win win win opportunity. If you’re skeptical I understand. But I guarantee you your time with me will be the best 15 minutes you’ve invested this year.
Just in case your wondering; no I’m not an attorney. I fix problems people have with attorney’s. I’ll tell you more about it in during our 15 minutes together. And if you are interested we will take it from there. Fair enough?
Sincerely,
Name, Owner
PS: If you like, I have prepared an audiotape for you to review before we meet. If your interested in the free tape, just call me before we meet 555-555-5555, (24 hour voicemail.)
Sales Letter Example #2
Dear CEO,
As you can see I’ve attached two pennies to the top of this letter. Why have I done this? Because last week I sent you 5 MILLION DOLLAR BILLS and I haven’t heard from you!
This is your second notice! In my last letter I revealed a problem in your business that’s leaking thousands of dollars in employee related costs you may not even know about.
Your employees are unknowingly taking money out of your business. I’m not talking about losing pennies either…I’m talking about losing “big money”. And I can help you put this lost money back into your pocket.
But I sent you two pennies to illustrate the point; you can get sound advice for your business that will save you thousands maybe millions for less than “pennies on the dollar!”
Remember the old saying “a penny saved is a penny earned”?
I’m sure as a businessperson you understand the value of money. I can show you how you can put more than just pennies, but thousands of dollars back into your bottom line! According to recent studies done by Syracuse University and the American Bar Association… 52% of Americans have a present or ongoing legal problem!
You and your employees are THREE TIMES more likely to need an attorney than a doctor in the next 12 months!
The IRS formula targets certain people and these poor people are going to need help! (I guarantee some of your employees are being targeted right now!)
This causes your employees to take time away from work to deal with their legal problems and creates an enormous amount of stress and anxiety. And when your employees have stress and anxiety they tend to use their health insurance and take more sick days than average.
This reduces the performance of your business in two ways:
1. Employee time off due to stress and having to personally deal with their personal legal situations. They will often take time during their normal work schedule because they have no other time to deal their predicament.
2. Other employees will be forced to pick up the slack for the lack of production from the problem employee. And this reduces production across the board.
I can show you how you can avoid this and make your employees happier, more productive, and your bottom line will skyrocket as a result of it.
I will give you absolutely FREE, with no obligation whatsoever, a 15 minute Lost Work Time Audit.
Here are a few of the major benefits you will discover from your FREE 15 minute audit:
⇒ How To Substantially Increase Revenue By Eliminating The Hidden Costs Your Employees Won’t Tell You About!
⇒ How To Keep Employees Minds Off Their Problems and On Their Jobs…this dramatically reduces accidents, costly errors, employee turnover, and Supercharges their production!
⇒ How To Reduce Absenteeism, and Control Health Insurance Costs!
Mr. Name, if you are at all interested in increasing production by eliminating employees problems and adding more money to your bottom line, pick up the phone and call me at 555- 555-5555 anytime between the hours of 8:00am and 5:30pm Monday through Friday. Call now!
Sincerely,
Brian Maroevich, President
PS: At the very least, call my 24 hour voicemail and get my free tape that I have prepared for you. Call 555-555-5555 anytime 24 hours.
Sales Letter Example #3:
“Mike CEO. Are Your Employees Giving You Wooden Nickels When You Want Real Dollars?”
Dear CEO,
Boy Are Stubborn As A Mule. That Trait Probably Serves You Well In Many Business Situations. But Stubbornly Ignoring My Letters Is Costing You Money! I’ll Prove It. And I Can Guarantee It.
Your employees have problems that are costing you and your business thousands maybe millions of dollars in lost production.
What exactly are these problems?
The success of your business is directly related to how well your employees perform. Any problems dramatically effect performance. And that means you are losing money every time your employees are forced to deal with a problem that happened away from work.
As a result, this creates an enormous amount of stress and anxiety causing your employees to take time away from work to deal. And when your employees have stress and anxiety they tend to use their health insurance and take more sick days than average.
I can show you how you can avoid this and make your employees happier, more productive, and your bottom line will skyrocket as a result of it.
In my last letter to you I made a reference to the old saying, “One bad apple spoils the bushel.” In other words, one poor performing employee with personal problems negatively effects the performance of the other employees.
The same holds true when one employee is happier and more productive…it’s contagious! And not just one employee either.
Many of them will be happier and more productive. I guarantee it!
Call now for your absolutely FREE, with no obligation whatsoever, 15 minute Lost Work Time Audit.
Here are a few of the major benefits you will discover from your FREE 15 minute audit:
⇒ How To Substantially Increase Revenue By Eliminating The Hidden Costs Your Employees Won’t Tell You About!
⇒ How To Keep Employees Minds Off Their Problems and On Their Jobs…this dramatically reduces accidents, costly errors, employee turnover, and Supercharges their production!
⇒ How To Reduce Absenteeism, and Control Health Insurance Costs!
I’ll follow up with a phone call to schedule a meeting with you. Or you can call me at 555-555-5555 between the hours of 8am – 5:30pm to schedule a convenient time to meet.
Remember. I will not sell you. All I will do is explain. This WILL help you, your business, and your employees. It truly is a win win opportunity. If you’re skeptical I understand. But I guarantee your time with me will be the best 15 minutes you’ve invested this year.
Sincerely,
Name, President
PS: Call me now and I’ll show you how to turn wooden nickels into real dollars.
Sales Letter Example #4:
Last Chance (NAME)!
Dear Mr. CEO,
This is it! I have written you three times and you STILL have not responded. Maybe your skeptical or you want more information. I understand. But that’s exactly the reason why you should pick up the phone right now and call me. So that I can explain everything to you all within 15 minutes!
You Can Become The Hero Of Your Company!
In case you forgot. I help businesses just like yours keep the deadly costs of hidden employee related problems from taking thousands maybe millions away from YOUR bottom line.
But if you don’t call me and set up your FREE 15 Minute Lost Work Time Audit, I won’t be able to help you. And the hidden costs will keep eating away at your profits, your employees, and your businesses success.
Call me at 555-555-5555 by Monday, August 24th. I will be available between the hours of 8am – 10am to take your call.
Otherwise, if I don’t hear from you, please notify your staff that I will be calling Wednesday, August 26th at 8am to schedule your FREE, no obligation 15 Minute Lost Work Time Audit.
And I guarantee I won’t try and sell you anything. I’ll explain the facts. Make a suggestion or two. And if you want to take it any further we can go from there. OK? 15 minutes.
You may or may not be interested in how I can help you. But if you could help just one employee save time and money for your business (and you’ll help many more than that), don’t you think it’s worth 15 minutes of your time?
Sincerely,
Name, Owner
PS: If this is true…if your employees problems will require a tremendous amount of their financial and emotional attention which dramatically reduces their performance, doesn’t it make sense for you to at least take a look at what is available to help them?
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As you can see a lot of work and effort went into each one of these letters. But the results paid off. If you want to get appointments with business owners, or CEO’s, or executives, or if you want to generate big time leads you need to think out of the box and create daring marketing letters and and send creative promotional items (Lumpy Mail) that really stands out from the crowd.
I have some really cool examples of highly effective marketing systems that involve the use of ‘Grabbers’, ‘Lumpy Mail’, and promotional items. So get on my list and subscribe to my feed.
Oh, and give me some love will you? Share this article and website on Facebook, Twitter, or whatever your social networking platform of choice is OK? Thanks friend.
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Loved the ideas. want more.
Thanks Joel! If you loved these ideas then get on my list for more good stuff 🙂
Brian