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Now before you start to write your letter you need to figure out the features and benefits of what you are offering. Read and write everything as if you were thinking about buying your own service from you. Use the five W's - Do you remember them? Who,[link widoczny dla zalogowanych], What,[link widoczny dla zalogowanych], When, Where and Why. Try to determine every negative the prospect will bring up as an excuse to not take action. Just write them down for now:
That's too much money
How do I know this system will work?
How much is this going to cost me?
Is this the same thing I saw on late night TV?
Aren't all tennis shoes the same?
Can I uses these [link widoczny dla zalogowanych] while playing golf?
What ever you think their question might be...whatever resistance they might have to buying or taking a look at your service write it down. Marketing is like a court of law - what they say,[link widoczny dla zalogowanych], we will use against them at a later time to ask them to take action.
Organization is the key. When setting up your letter you want it easy for the reader and want to answer the questions they already have. Next you have to develop your offer.
In a letter to a prospect with a pool you might outline these key 'selling points' like this:
Proud pool owners love to experience "Larry,[link widoczny dla zalogowanych], the Pool Doctor's" maintenance free pool service. Larry knows that pools get dirty and need to be cleaned and Larry knows you enjoy your pool and you can depend on 'The Doctor's" awesome worry-free maintenance plan which is both cost-effective and worry free. While not call The Pool Doctor today at (this is where you put your contact infomation) and get our brochure and once month of service for free starting today.
I am not trying to be funny here. The thing is,[link widoczny dla zalogowanych], you will want to make a first draft of your letter and review it for errors in spelling etc. You will also want to make your offer better and better. Ideas might become much more clear as you write the sales letter a second time. You will want to write the letter several times before you send it out.
You have to decide what it is you are trying to sell. Remember,[link widoczny dla zalogowanych], features and benefits. Are you selling a swimming pool cleaning service or are you selling a maintenance free pool? You are selling the convenience of having a problem free pool.