The sales letter has been around as long as the letter. Some of the killer sales letters of all time were written by Robert Collier in the first half of the last century.
His most famous letter begins, "Will you do me a favor?"
"Will you do me a favor? For twelve years now, you know, we have been selling the famous "Keep dry" coat direct to the customer, at a saving of many dollars from the usual price. This year I want to vary the line a bit… So I've come to you as a customer of the house: Will you try out one of these new "Any Weather" topcoats for me for a week—WEAR IT—sees how it feels, how it looks, how it compares with topcoats… And then write me?"
Already, Collier’s reader is deeply involved. He’s been reminded of the company’s quality (which of course testifies to the reader’s own good taste since he’s an ongoing customer), and he’s been asked to try a new coat as a personal favor to the manufacturer and to share his opinion of it . Those hooks alone might have made the sale, but Killer Bob is just getting warmed up.
"Needless to say, I'll send you a coat you can be proud to wear anywhere… If you will fill in the three simple measurements called for on the enclosed card, I'll get one of these new "Any Weather" coats off to you at once by pre-paid Parcel Post—to be worn for a week at my risk and expense—FREE!
That letter sold 20,000 raincoats. After all, people like to help.
Collier was far from alone in writing great copy back then. In 1921, Publisher collected 5,063 letters that had made big sales. The publisher whittled the list down, published 72 of them, and analyzed and dissected them.
The result was "72 Letters and What Made Them Pay." This classic text shows how sales letters turn prospects into your friends. It shows how letters can pull 20% returns—in one case a 61% return. Here’s the opener of the 61% letter… "There is a man in Boston who has a unique way of making a living." What would you give for a hook like that? What would you give for returns like that?
Maybe you’re thinking, OK, that was really smart over 70 years ago, but it’s long since outmoded. Well, here’s a recent killer letter from Boardroom Reports, one of the top direct marketing companies in the world . "Our records show that you're one of our best customers, and that's why I'm writing. Frankly, I need your help. I'm asking you to take part in a little marketing trial I've put together. Our company has a lot riding on the outcome, so I'm really hoping you'll participate…
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Get the point? Involvement, establishing a relationship, giving real importance to the reader… These "tricks of the trade" are eternal, and they’re not really tricks, because they’re how people communicate and how they do business. They worked then, they work now, and they’ll work forever. Try Collier’s technique on your prospects—I bet they do you a favor.
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