Listen To What The Marketing Experts Say

Denise O'Berry

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But more importantly, watch what they do. If you do much online shopping, you're sure to have seen some great, and not so great, sales letters urging you to get that oh-so-fabulous product that will solve all your problems right now.

Some of those letters probably make you want to whip out that credit card from the moment you start reading. Others - well your card never sees the light of day.

But that's okay. Use it as a lesson for your business. You can learn how to create a good sales letter by studying both the good and the not so good. Next time you're tempted to buy something as a result of a sales letter, don't just purchase the item. Print out a copy of the sales letter and study it.

Identify exactly what it was about the letter that tugged at you to whip out your credit card. And do the same thing with soggy sales letters too. Figure out what it was that made you hesitate to buy.

Mark up the printed version to see where it was strong and really pulled on your wallet. Make a note of the words and phrases that had the most power.

Take those nuggets of wisdom you discovered and apply them to your next sales letter. I guarantee you it will be better than the last one you wrote.

About the Author

Denise O'Berry frequently speaks to professional organizations, is the author of three booklets, and several “how-to" manuals. She writes a weekly small business column, hosts an online small business owners forum and is called upon regularly by publications such as Entrepreneur, Bank Rate Small Business, Florida Trend, Inc. , various newspapers, radio and television to provide expert comments on small business issues.


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