Dr. Gary North is generous with his "direct marketing" skills. His advice on sales material is terribly valuable.
A letter to a potential customer is both sales material and direct marketing.
As I teach, NEVER introduce yourself to a prospect by email. You might as well write that prospect off if you do so. eMail marketing costs you and your future potential way too much to ever consider it. In the measure thats sounds strange to you, is the measure you have been socially conditioned to fail at business.
But back to the sales letter: Dr. North teaches every sales pitch should immediately answer two questions for the buyer: who says? so what?
In my spam filter today was a good example:
Brad Pitt cured his eyesight in seven days.
Of course, this is nonsense, but the form is there:
Who says? Brad Pitt.
So what? Cured eyesight.
If your problem is eyesight, you might just read that email. Extremely unlikely you'd act on it, but you might read it.
When pitching your product to a potential buyer, say in exporting, get to "who says, so what" immediately...
Who says, USITC (not you, no one cares what you think...), so what? Growing fast. A food dealer wants to be where the action is, and if wild rice is growing fast in France, he'll want to act on that.
Note the word "you" within the first three words. If you read your letter, and it has the word I in the first sentence, then stop, and start over. No one cares what you think or who you are. Yet.
More on this from time to time.
Feel free to forward this by email to three of your friends.
A letter to a potential customer is both sales material and direct marketing.
As I teach, NEVER introduce yourself to a prospect by email. You might as well write that prospect off if you do so. eMail marketing costs you and your future potential way too much to ever consider it. In the measure thats sounds strange to you, is the measure you have been socially conditioned to fail at business.
But back to the sales letter: Dr. North teaches every sales pitch should immediately answer two questions for the buyer: who says? so what?
In my spam filter today was a good example:
Brad Pitt cured his eyesight in seven days.
Of course, this is nonsense, but the form is there:
Who says? Brad Pitt.
So what? Cured eyesight.
If your problem is eyesight, you might just read that email. Extremely unlikely you'd act on it, but you might read it.
When pitching your product to a potential buyer, say in exporting, get to "who says, so what" immediately...
If you take a minute to review the enclosed spreadsheet on wild rice exports from the
USA to France, you’ll note the pace is accelerating over the last five years with a
over 357% increase 2013 YOY 2012 (line 31 row B - F). Take a look at the France
market share in line 32 and the prices paid per kilo by French importers in line 33.
The USITC provides the raw data, only you and I have seen this analysis.
Who says, USITC (not you, no one cares what you think...), so what? Growing fast. A food dealer wants to be where the action is, and if wild rice is growing fast in France, he'll want to act on that.
Note the word "you" within the first three words. If you read your letter, and it has the word I in the first sentence, then stop, and start over. No one cares what you think or who you are. Yet.
More on this from time to time.
Feel free to forward this by email to three of your friends.
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