Lesson 7:
Write Your Marketing Sales Letter
For E-Mail Marketing
By Daniel Janal
Founder, Great Teleseminars
Your seminar won't sell itself. You have to create your own messages.
The good news is that people skim on the web. They really don’t want to read lots and lots of material – so you don't have to write a lot of material to get a lot of sales!
I’ve seen sales material that's very short, no more than a page of copy. That would include a headline that is benefit-oriented like “you will learn how to…”
You should avoid using things like “make money,” using dollar signs or using specific dollar amounts because spam filters look for those words, and people turn off their minds to business opportunities or messages that sound like "get-rich-quick-schemes."
If you say, “How to make $50,000 a year doing teleseminars.” many spam filters would take that and put that in the same delete box as, “You can make $10,000 a day selling diet supplements on the Internet.” Spam filters don’t know the difference between a get-rich-*uick scheme and a legitimate business proposition. If you use the words that the spammers use, you may not get your message out there at all. So it’s very important in your headline to offer benefits and avoid the words of spammers.
Now make the material skimable. That means you use bullet points, lists and lots of white space. That way people can really skim down and see exactly what they’re looking for. When they see a benefit that makes sense for them, they get closer to pressing the "order" button.
Every marketing letter should have a call to action. What do you want people to do? Do you want them to link to the order form? Do you want them to link to a web page for more detail?
One-session seminars can tell their story easily in one email. If you are offering a multi-part session, you might not be able to tell the whole story in a single email. Instead you might want to link people to a web page that tells the whole story effectively.
You might want to test it and have all the material there as well as on a web page.
Regardless of your format, you will want to link your message to your order-taking system. You also must include a phone number for the sales because some people are not comfortable ordering on the Internet, or they might encounter problems with the shopping cart.
I write the phone number on my order form with the words: “You can order by calling our friendly staff at xxx-xxxx-xxx from 9-5 Central Standard Time. I think that’s essential because you will capture additional sales from people who otherwise would not order online.
You should also include the date, length of the seminar and the start time. Because people have trouble translating the time zones, I always include the time in each time zone (e.g. 4 p.m. EST, 3 p.m. CST, 2 p.m. MST, 1 p.m. PST.) That way people don’t have to think, "Am I two hours behind the East Coast or one hour behind?" Invariably someone will mess up. They’ll dial in at the wrong time, have a bad experience and demand their money back.
The next step to improving sales is to offer a guarantee. I guarantee all of my seminars unconditionally. Of all the teleseminars I’ve done, only three people wanted their money back. One person was just out to rip me off. The other two didn’t feel the content was up to snuff and, frankly, I agreed with them. A guarantee is a winner for you because it will increase your sales and remove buyer’s remorse.
The fraud rate is low. If people do have legitimate complaints for a refund, they’re actually giving you good feedback. Maybe this material is not targeted for the level of learner you wanted to attract. Maybe it’s too introductory and that way you can’t sell it as an intermediate or advanced course. It’s good to know this so you can go back and revise your marketing material for the right audience.
Action Step:
- Review the sales materials samples on the following pages.
- Review sales web pages for teleseminars on the web.
- Write your sales material.
Here are two examples of sales letters, which were emailed.
First Letter:
SUBJECT LINE: Free Sales Mgmt. Tele-Seminar presented by Bill Brooks
Dan,
I wanted to let you know about a FREE Sales Management Tele-Seminar that Bill Brooks will be presenting on Tuesday September 24th at 4:30 p.m. (Eastern Time).
I invite you to attend.
During this Tele-Seminar entitled "How You Can Build The Greatest Sales Team in The World," Bill will discuss his powerful step-by-step formula for developing and maintaining a profit producing sales force. During this Tele-Seminar you will be exposed to the same sales management strategies and ideas
that Bill has used to train top performing sales managers. Bill has trained literally hundreds of multi-billion dollar sales organizations using these techni*ues. You can expect to learn:
* The most effective recruiting techni*ues to develop your talent pool of salespeople.
* How to accurately select the best candidates for your sales positions.
* How to develop and coach both new and existing salespeople to peak performance levels.
* The secret to maximizing each individual salesperson’s potential.
* What to look for and what to avoid when making a selection decision.
* How to sustain performance.
* And much more...
Again, this event is being held Tuesday September 24th at 4:30 p.m. (Eastern Time). The Seminar will last for approximately an hour during which time you'll have the opportunity to ask Bill your *uestions directly over the phone or via e-mail.
Sign up by clicking on the link below and use the popup:
http://www.salestraininguniversity.com
If you cannot click on the above link simply copy and paste this link into your browser.
Refer other sales managers, friends or colleagues to this event by clicking on the link below and we'll send you a copy of our latest Sales Management ebook entitled "101 Universal Sales Management Truths":
http://www.brooksgroup.com/siteforms/refer_tele.asp
We look forward to having you with us.
Kind regards,
Ryan Pitz
The Brooks Group
P.S. If you are subscribed to our IMPACT Sales Bulletin keep an eye out for your September edition tomorrow. Our IMPACT Bulletins have a brand new look and feel that we are excited to unveil. If you are not currently signed up for this monthly subscription and would like to be visit the link below:
http://www.sales-ezine.com
If you have any *uestions regarding the upcoming Tele-Seminar, please feel free to give me a call at
336-282-6303.
===============================================
To remove yourself from this mailing simply click on the link below: mailto:news@thebrooksgroup.com?subject=remove_m
Note:
This example and others throughout this e-book are courtesy of The Brooks Group. To learn more about business to business marketing contact ryan@thebrooksgroup.com. The Brooks Group is a world-class sales and management consulting firm located in Greensboro, North Carolina. You can visit their website at www.brooksgroup.com or any of the following addresses:
The Brooks Group * 1903 Ashwood Ct. Suite C Greensboro, NC 27455 *
800-633-7762
Second Letter
SUBJECT LINE: Invitation to a Bill Brooks Tele-Seminar
Hello Dan,
I wanted to let you know that on April 15th at 4:30p.m. (Eastern Time) Bill
Brooks will be presenting a FREE Tele-Seminar entitled "The Five Most
Important Secrets That Top Sales Managers Must Know and How To Master Them." During this special event you will learn:
*** Why a sales methodology is so critical and how to implement it in your organization ***
*** The bottom-line about sales management responsibility ***
*** How to achieve sales management superiority using a sales management process ***
*** The key to unlock hidden performers on your team ***
*** What sales motivation is really all about ***
*** And much more... ***
Again, this event is being held April 15th at 4:30p.m. EST.
Bill is eager to share his thoughts and ideas with you. This is a free opportunity for you to have one of America's leading sales consultants talk to you about your most challenging issues. Sign up by clicking on the link below:
http://www.brooksgroup.com/popup.htm
If you cannot click on the above link, simply copy and paste this link into your browser.
We look forward to having you with us.
Kind Regards,
Ryan Pitz
The Brooks Group
P.S. If you have any *uestions please feel free to give me a call at 336-282-6303.
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