A
Model Sales Letter For Someone
Who's Never Written One Before!
By Jay Abraham
There are a lot of different kinds of letters. A very
successful sales letter that I've used in countless industries
is what I call the assumptive letter. The assumptive letter
is based upon an assumption that people reading the letter
will think you are personally writing to them. It will start with an assumptive statement:
"Dear
Prospect:"
"I
know you've been contemplating (or considering or reviewing
or evaluating or thinking about) buying a (such and such)
or replacing (such and such) and moving up to a more advantageous
position in your business or professional life."
"I
share the awareness of what a positive impact or what
a difference, or how much of an improvement or savings
or enrichment doing that can mean to you. That's why I'm
writing this letter."
"I've
made arrangements for you to (and then you fill in either
check out, try out, preview, acquire, purchase, sample,
audition, experience, or whatever is appropriate) that
in either your home or office without risk or obligation.
Why am I doing this? One simple reason:"
"In
my opinion, you can't possibly know the benefits, experience,
exhilaration, enrichment, security, peace of mind, productivity
(whatever it is) you can bring to your life through
_______
unless you experience it."
"I
don't think you should have to decide anything until you
first experience for yourself how meaningful or beneficial
________ will be. So, I want you to let me take the risk
for a change. That's right!"
"Everybody
else says, 'Buy from me. Give us your money,' etc. I'm
saying, do the opposite. Let me allow you to experience,
to evaluate, to check out, to preview the product before
you buy!"
Now,
the assumptive letter can basically target a group of
people who have a predisposition toward something, in
this case your service or product. So, you make sure you're
mailing your letter to lists of people whose recent buying
shows a predisposition to buy something in your general
line.
If
people bought a book about moneymaking or a book about
how to start a business for themselves, and you rented
a list of their names, it would not be hard to say, "I
know you've been thinking about becoming independent,
or changing careers."
Or,
if you know that someone has been in a given house for
a long time, then you know statistically that he or she
is probably about due to have family changes. Their kids
are growing up, moving out. The house can become too hard
to manage, too big perhaps. There's a divorce that's statically
probable. You could assumptively say, "I know you've
been thinking about whether to keep your home or put it
on the market. I'd like to help you make the most intelligently
based decision for your best interests."
Important
Point: A list broker can find lists of predisposed buyers
for you, or you can do it yourself by consulting such
resources as The Thomas Register and The Standard Rate
and Data Service Directory.
Another
approach I want you to consider is a simple straightforward
new-customer letter.
It
starts with the question:
"Dear
Mr./Mrs. X: Are you getting the _____ you wanted out of
_______?"
It could be, "Are you getting the productivity out
of your computer network? Are you getting the fun you
want out of your married life? Are you getting the exercise
you want out of your body? Are you getting the purchasing
power you want out of your paycheck?" Do you see
what I'm saying? Now let's pick up the script again and
move forward.
"If
the answer is no, Mr./Mrs. X, I can help you get greater
_______. I've done if for other (people, organizations,
companies) in this community. I think I could do it for
you, too. At the very least, I'm offering a way to find
out without risking a minute of your time or a penny of
your money."
And
then you go into an explanation of who you are, and the
fine offer you're making.
Please,
please, use these scripts in your business or practice.
They will help you score real business breakthroughs.
Abraham
Publishing • 27520 Hawthorne Blvd. Suite 263
Rolling
Hills Estates, CA 90274 • 310-265-1840
Website: www.abraham.com
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