Sales Letter Example

HotShot

PWN TEAM - Moderator
#1
I'm going to share with this board one of the most successful (recent) advertising campaigns I've ever done. My hope is that some of you can learn from it and use it in your business to bring you success.

Let me give a quick summary first though. One of my best friends from when we were kids started up a distribution company selling beverages mostly. They have a product that is a good product, but they were having a heck of a time selling it. They were running a promotion of Buy2, Get 2 Free trying to get it into as many stores as they could with hardly any success.

He had me give some advice for marketing, then eventually just hired me to do all his marketing and advertising. So, along with my regular duties of business owner, I also do his advertising.. been doing it since March. The company has grown from $0 revenue in Feb to last month was around $135,000 for the month.

With that said, here is the latest sales letter (and by far the best in terms of results) I wrote: Let's discuss why it worked so well and how we can use this format for your pressure washing business...

I've circled some of the "tricks" if you want to call them that, but actually they are just old school, proven techniques that hardly anybody uses anymore.

Oh yeah, notice how they are still running the same promotion, I just simply worded it differently and it is booming now. Notice how it's all about the customer, not about how great the product is, how great the distribution is, blah blah blah... all that other crap we all say on our webpages and postcards. hint, hint.

 

HotShot

PWN TEAM - Moderator
#3
Check your browser settings or something, Doug. It's there. If you're using IE, switch to Firefox, maybe that will help.

Anybody else not able to see it?
 

HotShot

PWN TEAM - Moderator
#9
Another thing that made this letter so successful is the sub-heads directed towards the "scanners".

Like Sprtman (whoever you are) said, it's a lot of copy and some people will simply scan the document first to see if it gets their interest. Well, I have done my homework and I know what keeps this gas station owners up at night and one of the things is getting people inside.

They don't make much money off of the gas sold, but when people come inside and buy stuff, that's where they start making some profit.

Anyway, those bold sub-heads are targeted towards those people. I followed the PAS format in those.

Problem
Agitate
Solution

Do you do that with your advertising? You should...
 

Doug Rucker

PWN ADMIN TEAM -
Staff member
#10
Another thing that made this letter so successful is the sub-heads directed towards the "scanners".

Like Sprtman (whoever you are) said, it's a lot of copy and some people will simply scan the document first to see if it gets their interest. Well, I have done my homework and I know what keeps this gas station owners up at night and one of the things is getting people inside.

They don't make much money off of the gas sold, but when people come inside and buy stuff, that's where they start making some profit.

Anyway, those bold sub-heads are targeted towards those people. I followed the PAS format in those.

Problem
Agitate
Solution

Do you do that with your advertising? You should...

Like that PAS.
 

HotShot

PWN TEAM - Moderator
#12
Hello Ant! Giving away the key to the kingdom. LOL
It's funny though, Michael, although some of the info posted comes from time tested, proven money making advertising, most (if not all) people will not follow the advice given.

Today is Saturday... Wednesday, I was asked to design a simple promotion sheet for the salesmen to hand out to customers explaining the different promotions we were running for the winter months. Somebody else has been doing it since March, but they wanted it to be a little better looking and knew I was good with Photoshop.

So, as you probably saw on Facebook, I didn't use Photoshop, I used Excel. It wasn't even as fancy as the promotional sheet that was done by somebody else before me, but I used my marketing knowledge and applied it to this simple promotional sheet.

It has generated more sales in 3 days than any other week in the company's short history so far. Not only that, but customers are faxing in their orders saving the salesmen hours and hours of time (and ultimately money).. it's unbelievable!

I'm not saying any of this to toot my horn. I'm telling you guys this because what I hear from just about every person on these boards is "it won't work in my business/area/whatever". They also say "That's too much text, nobody will read all that"... what a crock of horsecrap!!! It's time tested; it's proven; and it works. You can either pay hundreds of dollars to have some graphic artist design you the most beautiful advertisements in the world, or you can do some simple stuff that I and some others have taught using tools like Microsoft Word and create some kick butt ads that produce results. No sweat off my sack either way.
 

New Look

Registerd User
#14
It's funny though, Michael, although some of the info posted comes from time tested, proven money making advertising, most (if not all) people will not follow the advice given.

Today is Saturday... Wednesday, I was asked to design a simple promotion sheet for the salesmen to hand out to customers explaining the different promotions we were running for the winter months. Somebody else has been doing it since March, but they wanted it to be a little better looking and knew I was good with Photoshop.

So, as you probably saw on Facebook, I didn't use Photoshop, I used Excel. It wasn't even as fancy as the promotional sheet that was done by somebody else before me, but I used my marketing knowledge and applied it to this simple promotional sheet.

It has generated more sales in 3 days than any other week in the company's short history so far. Not only that, but customers are faxing in their orders saving the salesmen hours and hours of time (and ultimately money).. it's unbelievable!

I'm not saying any of this to toot my horn. I'm telling you guys this because what I hear from just about every person on these boards is "it won't work in my business/area/whatever". They also say "That's too much text, nobody will read all that"... what a crock of horsecrap!!! It's time tested; it's proven; and it works. You can either pay hundreds of dollars to have some graphic artist design you the most beautiful advertisements in the world, or you can do some simple stuff that I and some others have taught using tools like Microsoft Word and create some kick butt ads that produce results. No sweat off my sack either way.
YEP...I am incorporating this sales letter into some things that I have planned for 2011 or maybe even earlier.
 
#16
Where it says "PS we have negotiated a free entry way cleaning." That isn't you? I thought it was, I mean, helps the people you wrote for, the end user and who the cleaner is. Free demo and potential new customer.
 
#18
Where it says "PS we have negotiated a free entry way cleaning." That isn't you? I thought it was, I mean, helps the people you wrote for, the end user and who the cleaner is. Free demo and potential new customer.
Ahhhhh... yeah, gotta do what we gots ta do, right? ;)
I actually like the whole thing. You list 3 features to this flyer. There is so much more.

I really can't type all I see, but it is packed with tie ins, incentives, and stuff I don't know how to describe. They didn't pay you enough to do that work. What ever the amount was.
 

New Look

Registerd User
#19
Bump and grind!!!

Got Keith (KBK) working on a postcard that has some "flava" from Ant's posts above. I am hoping Keith is able to get what I am asking for via email. In a funny way every time I have spoken to Keith is sounds like he just put the bong down :).
 

HotShot

PWN TEAM - Moderator
#20
Keith is a master graphic artist. Just let him know exactly what you want and he will hook it up.

Here is a brochure that he made for me. Everything is exactly (for the most part) what I told him I wanted, he just made it look pretty.

 

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