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4. Point out a fear or problem reader may have.
"You may feel safe in your own home, but did you know that burglaries are on rise in your neighborhood? This may be ideal time to install that home security system you've been thinking about."
This method may seem sly, but advertising industry has been doing this to us for years. Remember how Listerine convinced all of us we have "halitosis"? (It's clinical term for bad breath, but it sounds like plague!) Direct marketers call this "pushing "touch" button. This method isn't appropriate for all topics, but you'd be surprised at how many situations you can use it in.
5. Mention someone reader knows.
"Your friend *Jenny Smith* told us you could use a little 'R&R.' That's why we're inviting you to grand opening of our new 'Bath and Beauty' Web store, featuring home spa products to help you relax."
If you operate a referral program, this is an extremely effective way to reach out and touch your prospects. I wrote a letter using this format for a prominent day spa in New York City, and it generated quite a bit of attention. Why? The reader immediately sees name of someone she knows — letter makes an instant, personal connection.
(TIP: Ask your clients for names of a few people who may be interested in your products/services, offering them an incentive if those people respond. These types of referral programs take some time to generate, but they're worth it!)
One Final Note:
Remember that your number-one goal is to "hook" your reader right away! We're all bombarded with tons of e-mail and snail mail every day, so you have a limited amount of time to grab our attention.
Your best bet is to keep your e-mail sales letters within one or two computer screens, and your snail-mail letters to one or two pages.
(c) 2002 Alexandria K. Brown
ABOUT THE AUTHOR
Alexandria K. Brown, "The E-zine Queen," is author of the e-book, "Boost Business With Your Own E-zine," available at http://www.ezine-queen.com. For *hundreds* more great tips like these, visit her site and sign up for her FREE weekly newsletter, "Staight Shooter Marketing." Don't miss the next issue - subscribe today!