26 Aug 2000
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Even While You Sleep
CLICK HERE TO READ LAST WEEKS ARTICLE ON: Classified Ad Headlines Proven By The Masters
Once you have identified your "TARGET CUSTOMER", decided where to advertise that your targeted person would see it and placed a headline in your ad that will grab their attention, now you need to "HOOK THEM" by making an irresistible offer that they can not refuse.
I have had pleas from our readers to make these news letters shorter. Today I am going to try that. But there was too much information on irresistible offers to put in a SHORT NEWSLETTER. So I have created a special web page that is only for the readers of this Golden Mailbox Newsletter to see. On that web page is a "SUPER SALES LETTER" that was shared with us in one of our Robert Allen training courses. It is an actual sales letter that was sent out to a mailing list of very "TARGETED CUSTOMERS" It is an example of one of the greatest sales letters that was ever written. If you can read this sales letter and not want to join this persons program, you are either already dead or close to it. It truly makes an IRRESISTIBLE OFFER.
It is so long you will not believe your eyes. Because it is so long I could not put it here in the newsletter. You will have to go to the web page to read it. Even though it is so long, that is exactly how it was sent out. Even the P.S. at the end is as long as a normal sales letter would be. BUT IT MAKES AN IRRESISTIBLE OFFER THAT YOU ALMOST COULD NOT REFUSE.
On the web page, I have XXXXX'd out the name of the author and titles of books being offered so you will not be tempted to join..... but it certainly is worth reading. Please don't say you don't have time to read it. Take the time and look at the wording that was used. Look at the testimonials that were included. Look at the FREE OFFERS that are made. Look at the GUARANTEE that is given. Notice the RISK FREE motivational wording.
When you write an ad, or send out a follow up sales letter (though I hope it will not be that long) I certainly hope you will follow the principles used in that "MASTER SALES LETTER".
Readers of the Golden Mailbox Newsletter can find a copy of this master sales letter at
http://www.goldenmailbox.com/salesletter
Now for those of you who do not have access to the Internet, I will share some of the highlights of the sales letter here so you can use them. Others who do read the sales letter can come back here and use this summary as an overview of what you learned there.
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When you write an advertisement, or send out a follow up sales letter there are a few things that it should contain:
ADVERTISEMENT:
SHOW STOPPER HEADLINE
A brief description of what is being offered
(BUT NOT THE FEATURES. SAVE THAT FOR THE SALES LETTER)
A few of the benefits of what is being offered (WHY SHOULD I)
A guarantee
An short offer that can not be refused (which can be a part of the guarantee)
An offer of something FREE for responding to the add (a free report for example)
A Toll Free Number to call to listen to a free recorded message with further information where they can leave you their name and phone number.
(Or you can send them to your web page where they can fill out a form to give you their email address and request further information)
Once a person has called your toll free number (we can help you set one up for a few dollars a month if you do not have one) and left their name and number, you will call them and then send them a follow up SALES LETTER. You should always try to get a person's email address so you can send your follow up material by email. That way it does not cost you anything to send it. You can also have them go to your web page to obtain more information, where you can ask them to fill out some kind of business profile form (you can see an example of such a form by looking at mine at http://www.goldenmailbox.com/info.htm) This will give you more information about them and help you further qualify them as one of your targeted customers.
SO WHAT IS THIS IRRESISTIBLE OFFER YOU ARE GOING TO MAKE?
It can take many forms. It normally would include some kind of guarantee.
It would be easiest to explain by showing you an example. So I will share with you, my "IRRESISTIBLE OFFER" as an example.
If you join our Golden Mailbox Team, and follow our "15 STEPS TO SUCCESS" for one year, if you have not made 10 times what you paid to join by the end of the year, I will personally give you DOUBLE YOUR MONEY BACK.
That is my "IRRESISTIBLE OFFER". It is on our http://www.goldenmailbox.com Web Page for the world to see. I will make that offer to anyone who joins us.
Irresistible offers in a sales letter should also include lists of benefits that the person will receive if they take what you are offering. Your irresistible offer can also include features of your product or service, but remember, people going to Hawaii don't care as much how wide the seats are on the airplane (a feature), they want to know how warm the sun is at the beach (a benefit).
You obviously can not put all of your irresistible offer in your newspaper ad. So you have to make an ad that just gets them to ask for more information and then put the main "BENEFITS" information in the follow up sales letter. But the ad can and should contain some kind of irresistible offer such as:
DOUBLE YOUR MONEY BACK
$2,000 value for only $495
Millionaire reveals 10 secrets to wealth never published before and they can be yours for free.
Irresistible offers in your follow up sales letter are normally enhanced by offering several things that create a total value worth much more than what you are asking them to pay for the total package. That gives the image that these things are actually being thrown in FOR FREE such as training, a book, free report, tape series etc, etc. You will see a perfect example of that in the super sales letter on web page I am sharing with you.
If your irresistible offer is written correctly, the person will get 5 to 10 times the actual value of what they are paying. ACTUAL VALUE, not just what appears to be value. You need to add this kind of value to you service or product. Give them 10 times what they paid for and they will always come back to buy another day. If they go away feeling like they hardly got their money's wroth, you wont see them again.
To add value, you need to show them the unique value of your product or service. YOUR UNIQUE SELLING POSITION. Show them why you are the only one that can offer this. Help them see that to do what you are offering is a better value than doing the same thing or something similar with anyone else. MAKE YOUR OFFER IRRESISTIBLE.
Start thinking about creating things that do not cost you much to reproduce but have great value, that can be added to your offer. This can be samples of the product, several hours of personal coaching or training, teleconferencing sessions, a free web page, networking with others in the same business, a book, tape series, free reports or other things that can be easily and inexpensively reproduced and distributed but add great value. A simple book and tape series created on a very hot topic can easily be marketed for $129.95. If you throw that in as a part of a $99.00 program it starts to become an irresistible offer. If your program is being sold for $199 and you are giving them $800 worth of throw in value, HOW CAN THEY RESIST? You will see that demonstrated in the "SUPER SALES LETTER" on the web page.
Your service or product you are offering will differ some from the web page sales letter I am sharing with you but the principles are the same. Study the sales letter. USE THE PRINCIPLES of the irresistible offer in your business.
After you read the sales letter I put on the web page, do some research of your own. Look at other people's ads and sales letters in news papers and magazines. Start making a file of your JUNK MALE. Ken Kerr says that he never throws junk mail away. He saves it and files it and learns from it. Start your own file of SUPER ADS that you find. Save them and use them to help you think of ideas for your own advertising. Look for things that seem like irresistible offers and copy the ideas. Then be ready to do the business because it will bring a flood of business your way.
See you at the bank depositing money
Your friend
Cordell Vail, W.B.
Helping you be the parents of your children every day of the week