How to Write a Million Dollar Sales Letter

Written by Bruce Barton

When you consider thatrepparttar average successful letter gets about a 0.02% response, Barton clearly leaped past anyone else in his letter writing skills. But what was his secret?

After studying Barton's letters, books, private memos, speeches, and advertising campaigns, I've discovered Barton's method. I've used his technique to write my own letters and I've been astonished atrepparttar 129622 results. One letter got a 20% response. Another nailed a 10% response. Still another is approaching a 97% response (ninety-seven per cent!)! (It, too, is in The Seven Lost Secrets Of Success.)

I will now revealrepparttar 129623 technique I've been using: Bruce Barton's "Secret Formula."

Barton said that good advertising copy (and letters are advertisements) had to be three things: (1) Brief. (2) Simple. (3). Sincere. In an eye-opening essay he wrote back in 1925, Barton saidrepparttar 129624 following:

About Brevity:

"About sixty years ago two men spoke at Gettysburg; one man spoke for two hours. I suppose there is not any one who could quote a single word of that oration. The other man spoke about three hundred words, and that address has become a part ofrepparttar 129625 school training of almost every child."

About Simplicity:

"I think it might be said, no advertisement is great that has anything that can't be understood by a child of intelligence. Certainly allrepparttar 129626 great things in life are one-syllable things -- child, home, wife, fear, faith, love, God."

About Sincerity:

"I believerepparttar 129627 public has a sixth sense for detecting insincerity, and we run a tremendous risk if we try to make other people believe in something we don't believe in. Somehow our sin will find us out."

KISS - Keep It Short Scholar

Written by James D. Brausch

We've all heardrepparttar normal KISS principle (Keep It Simple Scholar). When we talk about sales copy, it is important to keep it simple. It is also important to keep it short.

Let's briefly take a different view of sales copy. Perhaps you takerepparttar 129619 view that sales copy is meant to talk people into purchasing your product/service. For a moment, let's take a different view that it is actually there to talk people OUT of purchasing your product/service. In many ways, this latter view is more accurate.

Think aboutrepparttar 129620 prospect as she reads your ad copy. They read a sentence and like what it says. They feel good; they feel hope that this will berepparttar 129621 answer to one of their problems. They read another sentence. It affirmsrepparttar 129622 first and they feel more excited. They are ready to buy, but there is more ad copy. They read on. The third sentence doesn't really apply to their specific problem. Perhaps they start to lose a bit of that excitement. Thenrepparttar 129623 fourth sentence completely alienates them. They aren't part of THAT group of people (perhaps you were selling a fitness product andrepparttar 129624 fourth sentence was related to weight-loss). They turnrepparttar 129625 page or clickrepparttar 129626 BACK button or closerepparttar 129627 browser. You've lost them.

If your ad copy stopped afterrepparttar 129628 first two lines, you would have maderepparttar 129629 sale. Start reading your ad copy in this way. Normally, each sentence is viewed asrepparttar 129630 sentencerepparttar 129631 potentially "sells" them. In reality, usually your prospect is reading each sentence looking for a reason NOT to buy. Start editing your ad copy to eliminate all of those potential reasons. In general, strive to make your ad copy as short as possible.

Not a believer yet? Let me give you some real-life examples that lead me to this conclusion. Inrepparttar 129632 early days, I would test click-thru rates using a variety of sales copy. I would try a paragraph against another paragraph. This is where I fist noticed that shorter is better. The shorter paragraphs almost always outperformedrepparttar 129633 longer paragraphs. This is true for bothrepparttar 129634 click-thru rate andrepparttar 129635 overall amount of revenue generated over a period of time.

I finally tested this conclusion allrepparttar 129636 way to it's logical extreme... Yep; a single word outperforms two words almost every time. I now use this concept to build traffic for others. I draw inrepparttar 129637 largest potential group of customers by using a single word. I then show them a full paragraph describing my customer's exact product/service to narrow that group down torepparttar 129638 perfectly targeted visitors to send along to my customer. The others are given other choices so that I can make some other use of them.

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