Regardless of what you’re trying to sell, you really can’t sell it without “talking” with your prospective buyer. An in attempting to sell anything on the Internet, the sales letter you send out is when and how you talk to your prospect.
All winning sales letters “talk” to the prospect by creating an image in the mind of the reader. They set “the scene” by appealing to a desire or need; and then they flow smoothly into the “visionary” part of the sales pitch by describing in detail how “wonderful” life will be and, how “good” the prospect is going to feel after he’s purchased your product. This is the “body or guts” of a sales letter.
Overall, a winning Sales Letter
Overall, a winning sales letter follows a time-tested and proven formula: 1) Get his attention 2) Get him interested in what you can do for him 3) Make him desire the benefits of your product so badly his mouth begins to water 4) Demand action from him – tell him to click the right button or send for whatever it is you’re selling without delay – any procrastination on his part might cause him to lose out. This is called the “AIDA” formula (Attention, Interest, Desire and Action) – it works.
On your website, your sales page should be the length of what it would be if were doing a mailing, or longer if you’re using bullets to emphasize benefits to build the desire. Of course on the Internet you don’t have to worry about letterhead stationery or the cost of postage, which is a considerable savings. If, however, you want to also do a mailing campaign then the following would apply. The sales letters in mailings that pull in the most sales are almost always two pages with 1 1/2 spaces between lines. For really big ticket items, they’ll run at least four pages. – on an 11 by 17 sheet of paper folded in half. If your sales letter is only two pages in length, there’s nothing wrong with running it on the front and back of one sheet of 8 1/2 by 11 paper. However, your sales letter should always be on letterhead paper – your letterhead printed, and including your logo and business motto if you have one.
Regardless of the length of your sales letter
Regardless of the length of your sales letter, it should do one thing, and that’s sell, and sell hard! If you intend to close the sale, you’ve got to do it with your sales letter. You should never be “wishy-washy” with your sales letter. You do the actual selling and the closing of that sale with your sales letter – any brochure or circular you send along with in your mailing will just reinforce what you say in the sales letter.
There’s been a great deal of discussion in the past few years regarding just how long a sales letter should be. A lot of people are asking: Will people really take the time to read a long sales letter? The answer is a simple and time-tested yes indeed! Surveys and tests over the years emphatically prove that “longer sales letters” pull even better than the shorter ones, so don’t worry about the length of your sales letter – just make sure that it sells your product for you!
The “inside secret” is to make your sales letter so interesting, and “visionary” with the benefits you’re offering to the reader, that he can’t resist reading it all the way through. You break up the “work” of reading by using short, punchy sentences, underlining important points you’re trying to make, with the use of subheadlines, indentations and even the use of a second color, and leaving lots of white space around it. On your website, the sales letter should run down the middle of the page so the viewer doesn’t have to keep adjusting the screen to see the whole sentence. This is very distracting and more apt to send that client to another website than losing patience reading a long letter.
Relative to the brochures and circulars you may want to include in your mailing with your sales letter – providing the materials you’re enclosing are of the best quality, they will generally reinforce the sale for you. But, if they are of poor quality, look cheap and don’t compliment your sales letter, then you shouldn’t be using them. Another thing, it will definitely classify you as an independent home worker if you hand-stamp your name/address on these brochures or advertising circulars instead of having them printed.
Whenever possible, and so long as you have really good brochures to send out, have your printer run them through his press and print your name/address – even your telephone number and company logo – on them before you send them out. The thing is, you want your prospect to think of you as his supplier – the company – and not as just another independent entrepreneur. Sure, you can get by with less expense but you’ll end up with fewer orders and in the end, less profits.
Another thing that’s been bandied about and discussed from every direction for years is whether to use a post office box number or your street address. Personally, I don’t like Post Office Boxes in a business address – because it transmits an aura of instability or temporary location. If your business is run from home, get a mail box from a post box vendor that has a street address. Then your address looks like, 1234 Willow Lane, #567, Your Town, and the box number could appear to the reader as a Suite number. However, if you live in a remote area where your address is 7890 Main St., RFD 42, Box 123, Your Town, then you have no choice but to include both your post office box number, AND, your street address on your sales letter. When doing it strictly for your website, put your street address, telephone number, and email address at the bottom of the page. More than likely, the customer will contact you by email, but it conveys dependability if that Internet buyer sees that you’re willing to give your address. This kind of open display of your honesty will give you credibility and dispel the thought of you being just another “fly-by-night” mail order company in the mind of your prospect.
Above all else, you’ve got to include some sort of ordering page or coupon if you’re mailing. The coupon has to be as simple and as easy for the prospect to fill out and return to you as you can possible make it. The order page on your website should already be filled out, with perhaps just the shipping left to choice. If your product is an eBook or software to be instantly downloaded, then you don’t have any options to be chosen. A great many sales are lost because this order coupon is just too complicated for the would-be buyer to follow. Don’t get fancy! Keep it simple, and you’ll find your prospects responding with glee.
Should you or shouldn’t you include in your mailing a self-addressed reply envelope? There are a lot of variables, as well as, pros and cons to this question. Overall, when you send out a “winning” sales letter to a good mailing list, a return reply envelope will increase your response tremendously.
Tests of late seem to indicate that it isn’t that big a deal or difference in responses relative to whether you do or don’t pre-stamp the return reply envelope. Again, the decision here will rest primarily on the product you’re selling and the mailing list you’re using. Our recommendation is that you experiment – try it both ways – with subsequent mailings and decide for yourself from there.
We all have habits, some good and some not so good. These are behaviors that we’ve learned and that occur almost automatically. And most of us have a habit we’d like to break, or one we’d like to develop.
For most people, it takes about four weeks for a new behavior to become routine, or habit. The following steps can make it easier to establish a new behavior pattern.
Work on these habit
1. The first step is to set your goal. Especially when you are trying to stop or break a habit, you should try to phrase your goal as a positive statement. For example, instead of saying “I will quit snacking at night”, say “I will practice healthy eating habits”. You should also write down your goal. Commiting it to paper helps you to commit. It can also help if you tell your goal to someone you trust.
2. Decide on a replacement behavior. (If your goal is to develop a new habit then your replacement behavior will be the goal itself.) This step is very important when you are trying to break a habit. If you want to stop a behavior, you must have a superior behavior to put in it’s place. If you don’t, the old behavior pattern will return.
3. Learn and be aware of your triggers. Behavior patterns don’t exist independently. Often, one habit is associated with another part of your regular routine. For instance, in the snacking example the trigger may be late night television or reading. You automatically grab a bag of chips while you watch. Many people who smoke automatically light up after eating. Think about when and why you do the thing you want to quit.
4. Post reminders to yourself. You can do this by leaving yourself notes in the places where the behavior usually occurs. Or you can leave yourself a message on the mirror, refrigerator, computer monitor or some other place where you will see it regularly. You can also have a family member or co-worker use a particular phrase to remind you of your goal.
5. Get help and support from someone. This is kind of obvious. Any job is easier with help. It works even better if you can form a partnership with someone who shares the same goal.
6. Write daily affirmations. Write your phrase or sentence in the present tense (as if it were already happening), and write it ten times a day for twenty-one days. This process helps make your goal a part of your subconscious, which will not only remind you to practice the new behavior, but it also keeps you focused and motivated.
7. Reward yourself for making progress at set time intervals. Focus on your goal one day at a time, but give yourself a small treat at one, three and six months. The rewards don’t have to be big or expensive, and you should try to make it something that’s associated in some way with the goal. Doing this provides you with both incentive and extra motivation.
Following these steps is no guarantee of success of course. Depending on the habit it may take several tries to finally make the change. But if you stick with it, you can do it.
Good habit make all the difference
For decades,building leadership every summer, by welcoming his scholarship players, Alabama coaching legend, Paul “Bear” Bryant, asked: “Have you called your folks to thank them? No one ever got to this level of excellence in football without the help of others.”
Bryant didn’t just appreciate the importance of other people in the development of a young athlete; he wanted the athletes to appreciate it too. Such appreciation is also a lesson in leadership. Nobody becomes a successful leader unless others want you to be; you need help; and part of your growth as a leader is to recognize and show appreciation for that help.
But you’ll give your leadership and ultimately your career a real boost by extending your appreciation not just to the people you like and who are on your side but also to the people you may dislike: the difficult people in your life, those people who for right or wrong reasons cause you grief.
One of the most effective ways of dealing with them is to appreciate them. I mean truly appreciate them. When you do, you may find that you are dealing with them in surprisingly productive ways.
The word “appreciation” comes from a Latin root meaning “to apprehend the value.” In other words, your appreciation of difficult people must be centered on your genuine understanding of the value they offer you and your organization.
You are not just understanding their point of view. You are actually appreciating it; and you are using that appreciation as a tool to get more results, more results than if the difficult people had not entered your life. Otherwise, your appreciation, at least as far as leadership is concerned, is a waste of time.
Here’s a four step process to make appreciation a results-generator.
(1) Team up. To get appreciation rolling, know that you must be a team, you and the difficult person, in the development of it. Mind you, you’re not trying to get the difficult person to appreciate you. You have little control over the other’s appreciation. You do, however, have control over yours. So, focus on cultivating yours. That cultivation happens only in a relationship — a team relationship with the other person, not necessarily a personal relationship. In a team-relationship, you don’t have to like the other person. You simply have to work with them — actively and wholeheartedly, irrespective of personal feelings. And the goal of your team is to forge out of the difficulties you’re having with one another a leadership process that achieves results.
(2) Identify. When you’re dealing with a difficult person, you’re often entangled in strong emotions. The first thing to do is, with the person’s help in a face-to-face meeting, get at the precise causes of the difficulties. Try to remove yourself from your emotional entanglements. “Break down” what’s happening the way football coaches break down the plays of opposing teams studying game films. This breaking down is a collaborative process, and it should go like this: First, have the person describe the exact moments when you were having trouble with each other. It’s important to keep focused simply on the physical facts of those moments. What were the specific actions and words that triggered the emotions? When the person gives his side of the story then and only then can you give yours. Only when both of you are clear as to those moments and agree on what took place can you start to talk with each other about your feelings connected to those moments of physical action.
For instance, that person may contend you are not listening to what he says to you. Have the person describe the exact moment when you were not listening. Where were you? What was being said? Precisely, what gave that person that impression?
(3) Agree. You and the person must agree on what is important in regard to the difficulties you are having. A gap between what you think is important and what the other person thinks must be closed. The test in closing it is results. Does the difficulty you are having with the person go right to the heart of the results you need to achieve?
The person says you don’t listen. Do you agree? Is that person’s perception important? Until you can come to agreement as to whether you were or were not listening and the importance of that, you’ll continue to have difficulties. Which means you won’t be able to go to the next, and most important, step.
(4)Transform. Transform the specific into a results process, a process that will get you increases in results. Without such a process, the previous steps are useless. For instance, let’s say you both come to an agreement that you need to be more attentive when the person is speaking. Then, you might develop a “listening process.” Such a process may involve applying “continuers.” This is a process taught in medical schools to help overbearing doctors be more empathetic with their patients. When interacting with patients, the doctors are taught to say, “uh huh” three times when the other person is talking before saying a word.
Of course, “continuers” are one of many listening processes you can draw on. And clearly, “not listening” is one of many problems one might have with the people you lead. Whatever process you come upon in whatever difficulty you are having with people, that process must achieve specific increases in results — more results than if you had not used the process.
Be the one to show leadership
As for the “not listening” example: You may pick out one actionable item from what was being said that can lead to results increases. I worked with a leader who did this. Several people he led accused him of ignoring them, and consequently those people were bucking his leadership. They all sat down around a conference table and went through this four-step process. They developed a process to actively and systematically listen to one another and come to agreement on what was spoken and what was heard. Then they selected actionable particulars that came out of their communication. They made sure they followed through on implementing those particulars to achieve increases in hard, measured results.
People who cause us difficulties will always be with us. No matter how experienced and successful you are as a leader, difficult people will always be lined up outside your door, wanting into your life. Moreover, there are probably a lot of them inside the door too, trying to cut you down to size, thwart your plans, besmirch your reputation.
Instead of clashing with them or avoiding them, try appreciating them. When you use this process, you may find that they’re not liabilities but assets.
2006 © The Filson Leadership Group, Inc. All rights reserved.
First: Our smile shows others people that we are friendly.
If a stranger approached you and gained eye contact with you and then treated you to a broad smile you will have a fairly good idea that they are being friendly and certainly mean you no harm.
By contrast we would find it far more difficult to offer trust to the stranger that wears a scowl or unfriendly face features.
Second: A smile can make people happy.
When someone treats you to a smile, even a stranger, you usually smile back. For that moment you enjoy a flash of positive communication without saying a word. As you walk through a crowed area such as a main street you can do this hundreds times in a very short period of time.
When you smile at someone who is not already smiling and they smile back you have brought a moment of happiness into their lives which, who knows, could last all day.
Third:Our smile is infectious.
When you spend a lot in the company of someone who smiles a lot you will soon discover that their smile starts to wear off on you. It is hard not to return a smile; most of us do it at a subliminal level without thinking.
Fourth: Smiling can make you popular.
Which type of people do you prefer? A person that has a tired and listless face. An expression that may reflect their inner thoughts of boredom and worry? Or, would you prefer someone who is always smiling and shows that they have an enthusiastic passion for life.
I think for the majority of us the choice would be obvious!
Fifth: Smiling can help you to make new friends
In the same way few of us would choice a miserable person for a friend. Lets face it we all want someone who is going to be bubbly and a happy and positive.
Sixth: A smile is usually returned
When someone smiles back at you it make you feel good inside. You have just made a short but very positive communication and possibly the first step in the process of getting to know or making friends with someone new.
Seventh: Smiling makes you positive and happy inside.
When you smile it is hard to feel unhappy, negative or sad in anyway. Smiling gives you enthusiasm and drive, it is also habit forming.
Eight: A smile makes you look far more attractive.
You don’t see many celebrities or media personalities that are not smiling because if you did it is fairly certain that their popularity would quickly start to drop!
Ninth: Smiling also helps make you memorable to others!
Have you noticed that smiling people are usually far more memorable than those that are not? It is fact that you are 3 time more likely to remember the person that is smiling over the one that is wearing a negative or neutral features.
Tenth: Most importantly, smiling is good for your health!!!
When you are smiling you find whatever you are doing far easier. It releases stress, worry and tension that you may have built up throughout the day. Long term, developing the smiling habit will be one of the smartest things that you can do to improve most aspects of your life.
Eleventh: The effects of smiling can last for hours
Whatever problems and challenges you have in your life, smiling temporary puts them and hold. For a while you forget the problems and become positive, and while you are in a positive state you have far more potential and power to advance and improve your life.
Lastly: Smiling is FREE!
You are never going to run short of smiles and will always have enough to go around. When you weigh up the positive points of smiling it is a no brainer decision to do far more smiling and share them with as many people as possible.
How you would like to meet and communicate with other internet users, especially ones that share the same views and beliefs as you do? If you would then you may want to think about joining a social networking website, if you haven’t already done so. When it comes to easily finding and communicating online with other internet users, social networking sites are, perhaps, the best way to go.
Joining a social networking
If you are interested in joining a social networking website, the first thing that you will need to do is find a network to join. You can easily find a number of networks by performing a standard internet search. For the best search results, you may want to search with the words social networking or social networking websites. In your search, it is likely that that you come up with a fairly large number of different networking sites. Popular sites that may be included in your search results may include, but will not be limited to, MySpace, Orkut, Yahoo! 360, FriendFinder, FriendWise, Facebook, and Classmates.
Once you have made the decision to join a particular social networking website, whether or not it is one of the ones mentioned above, you will need to need to register with the site. Even free networking communities require that you go through the registration process. Once you are registered, you should be able to start communicating with other community members. Before you start communicating, you may need to develop your online profile or profile page, depending on the networking site in question. Although it may seem easy enough to create a profile, there are many internet users who are unsure exactly what they should and should not include.
Perhaps, one of the most important things to include in your online website is your picture. While a personal picture is optional, it is ideal. Many internet users enjoy taking to someone that they can see in their minds, without a picture this is difficult. If you are looking to use social networking websites just to meet new friends you may not necessarily need to post a private picture, but you may need to if you are looking to find love online. When it comes to internet dating, many individuals will not even view an online profile if a picture is not included.
In addition to your photograph, you may want to include your name. Now, when it comes to your name, you need to be cautious. You are advised against giving your full name, especially if your profile or profile page contains a personal photograph of you. In addition to your name, you may want to put down your location. As with your name it is important to display caution. Your picture, your address, and your full name can be dangerous, especially if it falls into the wrong hands. As much as you would like to fill your social networking profiles with personal information, you are advised to think about your safety before anything else.
You and your social networking
You may also want to include information on yourself. This information may include your hobbies, issues that are important to do, your likes, and your dislikes. With many social networking websites, including MySpace, you will find that there are preset profile fields for this information. In addition to preset questions or categories on your likes and dislikes, you may also find additional information, including fun questionnaires. Many social networking websites will ask that you describe your favorite color, your goals in life, your most embarrassing moment, and so on. As with your other personal information, it is important to stay as vague and possible and not use any full names, especially real ones.
By keeping the above mentioned points in mind, you should not only be able to create an online social networking profile that is filled with valuable information, but you can do so while staying safe at the same time. Your safety on the internet is in your hands, that is why it is important to think about safety, as well as internet popularity.
Facebook is an ideal place to start a business. Think about it. There are literally millions of users on the site. They belong to groups and networks. They use the different site applications. Basically, they are sharing their lives and interests with you so that you can help enhance it.
Also, make sure that no matter what you’re trying to accomplish, that you don’t use the site to SPAM people. You will not be successful on the site this way. You’ll just annoy people.
THE BASIC PHILOSOPHY OF BUSINESS
The basic philosophy behind using the site for business is to do what you can to build a community around your profile, service, and/or product. If you just post a bunch of links and a sales pitch, people won’t respond to that. They want to get to know the company or brand and have a good time there.
For example, if you run a fantasy football site, your profile will focus on your love for the game. You may also start a group with fantasy football as the theme. You can post your ad and the link for your fantasy football service in the group and those who are interested will click on it.
If people learn to trust your voice and understand that you’re on the site to get to know them, they’ll respond to that and buy your product or decide to use their service.
To further enhance your group and encourage participation you can create and/or add applications, post a poll, and hold meetings where your group members can discuss things.
GAIN EXPOSURE FOR YOUR BUSINESS AND PRODUCT OR SERVICE
Your basic goal is to use Facebook to get exposure for your product or service. You can use the site to get people familiar with your product. An important aspect of this is to use the site to help build a brand. Even if your product is a little uninteresting (for example, a topic related to finances) you need to do your best to make sure that you somehow make it interesting to your potential customers.
The way Facebook works is that you need to find a way to keep people engaged and interested in what you have to offer. You can do this through applications, groups, and by attracting potential customers based on what’s on your profile.
BUILD A SENSE OF COMMUNITY
In order for your online business to succeed on Facebook, you need to build a sense of community. People crave this sense of belonging – it’s a basic fact of human nature. In order for your business to succeed, you can’t sell to them. You need to make people understand that you want to belong to them, that you want to create a placed for people to go and participate in what you’re offering.
People want to be introduced to new ideas. They want to find people with the same interests. They want to connect with others and form friendships on the site. If you are going to use the site for business purposes, this is something that should always be in the forefront of your mind.
HOW CAN YOU USE IT FOR BUSINESS?
So, how exactly can you use Facebook for business? There are several different things you can do with your account, and all of them will lead to your eventual success. When you decide to run a business from your Facebook account, you can choose the activities that make sense for your goals.
Here’s a list of what you can do with your account:
” Create a user base and a customer base.
” Test a niche to make sure you can sell a product on the internet.
” Promote a business or a service.
” Use the profile to get clients. (For example, if you’re a personal trainer.)
” Use the groups, networks, applications, and general site trends to generate ideas.
” Beta test a product to see if it can sell. Use feedback from your friends to tweak the product and make changes to it.
These are just a few examples of how you can use the site to build or start a business.
If you take a look at companies that are currently using Facebook to promote their products, there are a few basic things that they are doing. Each of these ideas must be applied while still keeping the idea of building a community at the forefront of your mind.