The perfect sales letter
My fellow National Speakers Association Colleague Jill Konrath does a great job of dissecting the supposedly great sales letter on a new CD. Her insights were amazing.
She read a very well crafted sales letter than any of us would have thought was perfect and she showed how it was totally ineffective. Her major points: We write about our features and benefits instead of focusing on the customer’s concerns.
She also points out that most sales letters are written as if we were at a lower social level than the buyer. She contends that CEOs want to buy from their peers and equals. We do a disservice to our selves and our knowledge and our experience if we don’t approach them as equals.
Thanks, Jill, for setting the record straight and helping all of us be more effective.
Your Fearless PR LEADER