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Sales
Letters:
Strategic Elements Needed To Produce Compelling Written Sales
Communications
We all receive various
forms of written sales communications each week. Some of these will
cause us to totally ignore the piece, others will get a few seconds of
our attention and a very select few will grab and hold our attention. So
what compels us to respond in these ways? After applying some strategic
thinking to this question, here are ten (10) elements that Your
Strategic Thinking Business Coach believes produces compelling written
sales communications.
Strategic Element #1: A
powerful headline. This can make or break your sales because if it is
not powerful and compelling, your prospect will turn away quickly.
Strategic Element #2:
Identification of your prospect’s frustration or pain. You need to
discuss the problem or the pains the reader of your communication has
and then lead into explaining how your product and/or service will solve
it.
Strategic Element #3:
Bullets used as mini headlines. Lay out your “story” with powerful mini
headlines by listing bullets of major points or items.
Strategic Element #4:
Testimonials. These are powerful 3rd party endorsements of your product
and/or service and have great value in sales efforts.
Strategic Element #5:
Explanation of the value of your product and/or service. Develop a brief
description of the value the prospect will receive from your product
and/or service.
Strategic Element #6: An
unconditional guarantee. This will increase the “comfort level” of your
prospect and increase the probability of a sale.
Strategic Element #7: Bonus
items or offers.
Strategic Element #8: A
call for immediate action within a limited time period. This will help
expedite action from the prospect.
Strategic Element #9:
Crystal clear directions on how to respond to the sales offer. Never
make a prospect “guess” or “hunt” to find how to respond to your offer.
Strategic Element #10:
Convenient methods for prospects to contact you to request information.
Your prospects will have questions; so make it easy and convenient for
them to ask you.
Strategic Elements Needed
To Produce Compelling Written Sales Communications By: J. Glenn Ebersole,
Jr., Chief Executive of J. G. Ebersole Associates and The Renaissance
Group ™
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Glenn Ebersole, Jr.
is a multi-faceted professional, who is recognized as a visionary,
guide and facilitator in the fields of business coaching, marketing,
public relations, management, strategic planning and engineering.
Glenn is the Founder and Chief Executive of two Lancaster, PA based
consulting practices: The Renaissance Group, a creative marketing,
public relations, strategic planning and business development
consulting firm and J. G. Ebersole Associates, an independent
professional engineering, marketing, and management consulting firm.
He is a Certified Facilitator and serves as a business coach and a
strategic planning facilitator and consultant to a diverse list of
clients. Glenn is also the author of a monthly newsletter, “Glenn’s
Guiding Lines – Thoughts From Your Strategic Thinking Business
Coach” and has published more than 250 articles on business.
To find out more about the benefits & rewards of
effectively working with a strategic thinking business coach, please
contact Glenn Ebersole through his web site at
http://www.businesscoach4u.com
or
jgecoach@aol.com
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