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An Analysis of A Winning Sales Letter
by Yanik Silver
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Copyright © 1999 - 2004 Go Daddy Software, Inc. All rights reserved.
GoDaddy.com ranked #1 among all registrars in net new domain name
registrations for the years 2002, 2003, and 2004.
Source: Name Intelligence, Inc. DBA Whois Source.
Many people say they can spot a good letter when they see
it, but the problem is when it comes down to writing one,
they simply freeze up. That's why I want to take you behind
the scenes of a successful sales letter I wrote and
illustrate the thinking that goes into writing a killer
letter that generated a healthy 3810% ROI. This letter sold
all of the clients overstock merchandise and they even
created a waiting list.
You'll find my comments in the side notes below so let's get
started...
****
Can You Get A New $8,000 Power Table For $417?
------Side Note Comments------
First off, the headline is a grabber and makes people want
to read more. Anyone interested in your product at a bargain
price would certainly continue reading.
------End Comments------
Read The Amazing Facts To Find Out How...
------Side Note Comments------
Next, the subhead tells prospects that the answer is right
inside this letter if they keep reading.
------End Comments------
Dear Friend,
Yes, it's absolutely true. You can really replace your old,
worn-out exam table and only pay $417 out of your pocket
(But only if you are one of the first 2 people to respond to
this letter.)
Let me explain.
------Side Note Comments------
Your first sentence is absolutely critical to your letter.
If your first sentence doesn't make people want to keep
reading, you can expect your letter to end up in the
circular file. So make sure it keeps their interest piqued
and follow up on the headline promise in the first sentence.
In the first sentence I reiterate the fact that yes they
really can get a brand new power table for such a low price.
The second sentence I throw in a little scarcity right at
the beginning of the letter so they won't just toss this
letter aside for further reading.
------End Comments------
Last April, our little company took a big gamble and signed
up for a power table promotion. In order to get on the
promotion we had to agree to take 3 power tables - nearly
$15,000. (And for a small company like us, that's a lot of
money to be tied up in inventory).
"Only one of those 3 tables were sold - so there are still 2
left.
------Side Note Comments------
The next paragraph I begin to explain the story of why we're
selling this product at such a bargain price. I've
discovered that telling people the truth and giving a reason
why is actually one of the most powerful psychological
motivators to action.
------End Comments------
And My Problem Is Your Opportunity
------Side Note Comments------
This subhead turns the letter back around to what's in it
for the reader. Everyone is always silently asking
themselves "So what?" and "Who cares?". You've got to keep
the focus on what the reader will gain from the letter.
------End Comments------
In order to move these last 2 tables I've decided to do
something somewhat bold and a little daring.
First, you should know that the manufacturer's promotion of
these power tables ends June 30th. And any unsold inventory
I have could be sold to another dealer at wholesale.
But instead of doing that, I would rather sell you the table
at a wholesale price and gain your goodwill.
------Side Note Comments------
Here I explain how and why I'm willing to make a sensational
deal.
------End Comments------
The regular price for a XXX power table is $8,000 but during
this promotion they were on sale for $5,375 (which is a
pretty good deal anyway).
But until July 15th (I've extended the offer 2 weeks), you
can buy one of our last 2 tables for just $4,897. That's a
savings of over $3,100.00
------Side Note Comments------
I introduce the special offer and the reason why we're
selling the product at such a discount. That's a key point,
because unless you give people a believable reason for the
reduced price they won't believe you. Nobody thinks you're
lowering the price because you're "such a nice guy" so let
them in on the reason behind your offer.
------End Comments------
What? I promised you could get a power table for only $417
and here's how...
------Side Note Comments-----
I answer an anticipated objection here since I promised they
could get the table for only $417.
------End Comments------
Here's How To Get That New Power Table For Almost "Zip" By
buying a power table, you can qualify for a 50% tax credit
under section 44 of the Americans with Disabilities Act.
That's right Fifty Percent! All because a power table will
glide up and down to accommodate disabled and handicapped
patients.
And here's what else. You can also take the amount of the
power table and deduct it off your taxes using Section 179.
(That is if you haven't spent over $18,000 on capital
equipment this year.)
That's not all, here are a few more incentives for you: We
will give you a $150 trade-in for your old table (or you can
donate it to charity for another tax break). And add an
extra 2-year warranty ($1,000 value), plus, we'll pick-up
your old table and deliver the new one all for free!
Pretty good, right? Wait, I have even better news for you...
------Side Note Comments------
Here I've explained each of the incentives and how they can
really get the table for such a low cost. Plus added in a
few extra bonuses and now I'll another bonus to really
increase their desire.
------End Comments------
You Can Pay In 3 Easy Installments With Zero Interest We'll
break up your payments into 3 easy installments, spread
thirty days apart.
Why You Must Act Before July 15th First, I doubt if these
tables will still be around until July 15th because the
first 2 doctors that put their deposits down will take them.
And when they're gone this offer expires.
But even if they are still here (highly unlikely at this
bargain price) this offer has to expire anyway because we
will be shipping out these tables to other dealers in the
area.
------Side Note Comments------
I bring back the deadline here and scarcity again. So not
only do they have a limit on the number of units available,
but there is also a time deadline. This is a double whammy
to get people to take action immediately.
------End Comments------
Here's What You Should Do Now
Pick up your phone and dial xxx-xxxx and reserve one of
these last 2 tables with your credit card. Or in case,
you're still undecided call us and ask for some more
information to be faxed to you.
Otherwise, you'll be giving up the ease and convenience of
having a power table at this bargain price. I really hope
you're one of the 2 lucky doctors who decide to take
advantage of this golden opportunity.
------Side Note Comments------
In this closing paragraph I give readers a little pain by
mentioning what they'll be missing if they don't act on this
offer.
------End Comments------
Sincerely, XXXXXXX
P.S. Hurry! This letter is being sent to 1,283 local doctors
and this offer is strictly limited to the first 2 people who
respond.
------Side Note Comments------
The P.S. is your last place to help prospects make a buying
decision. People go from the headline in a letter to the
signature to the P.S., so your P.S. should be powerful.
Here I introduce even more scarcity. I let them know exactly
how many people (specifics sell) are receiving this letter
and it makes the limited quantity seem even more limited
since so many other people are getting this same
announcement.
------End Comments------
****
I guarantee by using the same elements, I just illustrated,
you'll see your next sales letter produce incredible
results.
©2000 Surefire Marketing, Inc.
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Copyright © 1998 -2007 Success Strategies International Inc - All
rights Reserved.
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