A good sales letter is a money-making tool that can make all the difference between closing a sale and losing a sale. And the secret to an outstanding sales letter is to write as though you were talking. This lively book shows salespeople at all levels how to achieve a conversational tone that makes readers comfortable -- and receptive -- to their message.
In clear, concise language, Brill teaches salespeople how to:
- "speak" their prospect's language
- use the opening to capture attention
- keep sentences and paragraphs short and punchy
- motivate the prospect to act -- now
- quickly mention the benefits that interest the prospect
- avoid language that's fancy-sounding, stilted, legalistic, or parental.
The book also provides 50 sales letter "makeovers" -- a series of before-and-after letters that show salespeople how to turn a dud into a dazzler
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