Mistake #4 – The message does not compel me to return call. “Hi, it’s Bob from Human Resources Plus and I’d like to talk to you about your recent merger. We specialize in helping businesses like yours manage process more effectively.” A message like this does not compel me to call you back.

To stand out from your competition, leave a message that offers some form of benefit to your prospect or customer. For example, “Hi Mrs. Smith, it’s Bob Jones from Human Resources Plus calling. Most companies who undertake a merger experience a significant reduction in employee morale. One way to improve this is to communicate regularly with your team and keep them updated on progress of merger. Learn additional strategies by calling me at…” I recommend crafting a variety of different messages and offering a different benefit each time you call. Use case studies and tell your prospect about specific results some of your clients have achieved. Make your prospect want to return your call.

Mistake #5 – The message is too generic. Too many sales people try to sell their product or service to anyone who will buy it. Personalize your message by indicating that you know something about your prospect’s business and/or industry. Make references to specific challenges they face and give an example of how your product or service can help them. Remember to use your prospect’s name, particularly at beginning and at end of message.

Voice mail is a vital tool in today’s business world. How you utilize this tool greatly affects your sales results and, in my experience, majority of people fail to use it properly. Make sure your message is easy to understand and keep it brief. Enunciate your words clearly and spell out your name if necessary. Slow down your rate of speech. State your telephone number slowly so I can write it down without listening to your message three or four times. Give me a compelling reason to call you back. Lastly, adapt your message to my specific business. Personalize it and use my name.

If you want to cut through clutter and stand out from your competition you must make your voice mail messages work for you.

© Copyright 2004, Kelley Robertson. All rights reserved.

Example: In this treasure chest you will....

Impact your letter more when you combine your best benefit with a feature such as “Balance work and home by mastering joy of moseying.” While benefits sell and features explain, your web or shorter email sales letter needs to mention features so your potential buyer will know what’s inside your book.

5. Sprinkle testimonials throughout your sales letter.

Since people who learn about your book are more likely to buy it when they think other people already have, it’s important to offer testimonials from experts in your field, relevant celebrities, and satisfied users who have profited from your advice. Don't send whole book to people when you ask for testimonials. Just send them a list of benefits and phrases to make it easy to respond as well as title and introduction.

6. Offer your potential buyers three or four chances to buy.

They may have already decided to buy before encountering your sales letter, so put "Buy Now" information near top and present more buying opportunities along way after your list of benefits, your summary of book’s features, and your testimonials.

7. End your sales letter with a 100% money-back guarantee.

When you offer an ironclad guarantee--"This product comes with a 100% Money Back Guarantee. Read book cover to cover, and if strategies don't work for you within 60 days, we'll cheerfully refund your money, and you can keep product too!-- people see your book as valuable enough for you to put yourself on line for it. They will be more likely to buy and be satisfied with their purchase.

8. Share downside of your book.

Being up front about your book's limitations can increase your credibility and create empathy.

Example: "This e-book won't write book for you, or even get it published, but it will show you steps and resources you need to write compelling copy, finish fully and sell well."

9. Include your credentials.

Obviously, expertise is important. One author wrote a book on stress and how it affects relationships. Her sales letter included “I interviewed 30 couples and included their answers to my “what do you do daily to keep your relationship alive and joyful? My 20 years background as a marriage and family therapist includes 10 years coaching, consulting and presenting 25 seminars a year.

Keep your book alive and selling well for years with a sales letter emailed out and on your Web site.