The Do-It-Yourself Sales Letter MakeoverWritten by Marcia Yudkin
For years, my most popular business service has been taking sales letters that aren't getting results and remaking them so that inquiries and orders pour in. At risk of starving this cash cow, I'm going to reveal mental checklist I use that accounts for a high percentage of improvements I introduce. Ask this set of questions about your sales letter before you finalize it, and you'll be able to swell a trickle of response into a steady stream of profit. * Do you let reader know in first paragraph why you're writing, and provide a reason to read on? Your recipient digs into letter with question, "What's in this for me?" An opening like "We are pleased to announce," for instance, usually provokes a "So What?" Instead, put yourself in shoes of your reader, formulate your main point from that perspective and try leading off with it: "Until September 22, 1998 you have chance to become one of only 2,346 people in universe to own mineral-rich real estate on Asteroid A-17." You can also satisfy this imperative with a provocative, topic-specific headline in big type above date and salutation of letter. For instance, I once headed a three-page letter about a publicity consulting program, "Finally, Fame and Fortune are Within Your Reach!" * Do you provide a clear and compelling offer, or a specific action that you are asking reader to take? An offer means something like, "For only $29.95 you can have unlimited use of our health club for one month, along with a one-hour private session with one of our certified fitness trainers." At very least, explicitly tell readers what action you would like them to take now, such as "Please return enclosed prepaid postcard to let us know about your future landscaping needs." * Do you explicitly describe strong points of your offering? I found this copy in a car dealer's letter weak and vague: "Check our prices. They're probably better than you think. We guarantee they're competitive." I recommended changing that to "We'll match any competitor's price for an oil and filter change for your car." In my first look at a sales letter, I usually circle murky words and phrases all over place and write, "What do you mean by this?" "And by this?" "And this?" Replace each generic, wishy-washy expression with more precise wording.
| | Drivers Education for New EntrepreneursWritten by Jeff Williams
Today's new entrepreneur is often an experienced supervisor, manager or executive. Many are specialists in one area of business such as customer service, purchasing, sales support or accounting. But few have ever had responsibility for researching, planning and implementing every detail of a new business creation.Many functions previously performed by corporate staff people such as market research, personnel, data processing and financial planning will now have to provided by new, solo business owner. How does one go about learning how to do all jobs that will be required? The answer is through small business management training. You may ask yourself -- at age 40 am I going to have to return to college? Rushing through textbooks, cramming for mid-term exams, sweating out term papers? No Way! We are happy to report that a new, street-smart, highly usable type of training is available throughout United States for prospective entrepreneurs. A training program is a chance for you to "test drive" idea of becoming your own boss...before you invest your money! > Match Your Training to Your Stage of Development In training over 3,000 new entrepreneurs, I have encountered people from all kinds of backgrounds, whom I would organize into following groups: Group 1 - I heard it through grapevine. These are individuals who have heard, seen or read that you can make a lot of money being your own boss. They are unhappy with their jobs, often because they aren't making money they think they should, but they haven't really focused on what they could sell to start their own business. Group 2 - The best thing since sliced bread. These people have done some research into a specific business idea, often something related to their current job. They are often convinced that they have an absolute winner of a business idea. They haven't, however, really started a written plan and may not have broad business experience. Group 3 - Where's money? These folks have a well-researched business idea, backed with a partial or complete written business plan who are eager to know which bank or investor is ready to lend them money. They are ready to move ahead.
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