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Avoiding the Sales Talk Sledgehammers
There is a saying that when all you have a hammer, everything looks like a nail. The underlying idea is that given the choice of only one tool, you’ll probably try to use it in inappropriate situations. On the surface of many sales pitches is an...
Building a sales force that pays for itself
The elements involved in building a sales force, especially one that pays for itself and also adds value to any business, are many and varied. The whole purpose and direction of a sales manager needs to be directed to creating a sales force that...
EXPLODE Your Sales With Solo Ads!
The very best form of online advertising is Ezine and Newsletter Advertising. And the best type of ad to place is a Solo Ad. Why? First, because Ezines and Newsletters are read by people that have requested to receive those publications. ...
One powerful sales letter can make your business a fortune. Find out how to create your own...without writing
"In Only 2 ½ Minutes You Can Quickly and Easily Create A Sales Letter Guaranteed To Sell Your Product Or Service... Without Writing!" Just copy and paste the following Url into your browser: www.instantsalesletters.com/?11813 About the Author ...
Website Owners: How to Get Sales and Marketing Help
Many people mistakenly believe putting up a website is marketing. FACT: Websites need to be marketed so likely customers will visit them. Many people mistakenly believe offering items on a website is sales. FACT: You can have lots of traffic and...
 
Sales Letters And The Cost Of Integrity

Sales Letters And The Cost Of Integrity
Written by Ginger Geracitano

Agonizing, isn't it? The entire process of deciding on which
words to use when presenting your product or service to
potential clients is probably the most critical process that
any business owner faces.

Although the majority of my experience is based on offline
efforts, I'm finding that sales strategies on the internet
aren't much different. Why?

Simply put, to effectively sell anything, you must appeal to
your prospect's emotions.

Human nature doesn't distinguish between cyber space
and the 3D world!

How Successful Can An Honest Salesperson Be?

I hate hype, and headlines that blow reality right out the
window. Popular theories dictate that we model our own
efforts after what has already proven to be successful.

Successful should, in this case, translate into actual sales
made, resulting in satisfied customers. Just because you see
a sales letter plastered all over the internet, does not make
it successful! Some people would have you believe that
marketing is a numbers game, you know... 'those with the
most ad exposures win'.

If your sales letter isn't effective, it doesn't matter how
many times it's exposed... it just fails that many more times!

Exaggerated claims and outrageous headlines may appeal to
your prospect's emotions, but do they lead to satisfied
customers?

You tell me. Do you think the person that bought the
product claiming to earn them $10,000 by next Tuesday was
satisfied? Probably not.

So, how do we effectively write an honest sales letter?
Some people will tell you that there's no place for honesty in
advertising. I don't believe that's true today.

I believe that today's consumers are better educated, and
more cautious about any purchase they make. I've found
that not only is an honest approach effective, but I have no
problem sleeping at night.

Simple Guidelines Of Writing An Effective Sales Letter, While
Keeping Your Integrity In Tact:

(*) Establish "NEED": Right off the bat, you need to make
sure that your reader realizes that they have a need that
you can fill. This is done most effectively by introducing the
'need' in your headline. Don't assume your prospects are
aware that they have this need!

(*) Establish "TRUST": Before rushing right into how you can
solve your prospect's need, tell them why they should trust
you enough to continue reading your offer. How you do this
depends on the method of delivery of your Sales Letter. A
letter to your established customer base, or list subscribers
may not concentrate as heavily on this point. On the other
hand, the home page of your sales site, which is most likely
to be visited by strangers would need to be stronger in this
area.

One way I establish trust, is by admitting a downfall or
imperfection in the product. Backed up by an offsetting
benefit that outweighs the defect will prove to your reader
that you are indeed keeping their best interest in mind by
NOT insulting their intelligence by assuming they won't
notice the defect. Strengthen your endorsement by being
honest.

(*) Establish "YOUR BRAND": This is a topic that entire
businesses have been built on, so to remain very basic for
the purpose of this article, let me just put it to you this
way; don't use the words of another! Your own personal
testimonial, outlining your own experience with the product
or service will serve you much better in the long run, than
for example, the letter recommended for use by the affiliate
program you're writing about. How many


affiliates before
you have used that same letter? Do you trust someone
that doesn't think enough of a product to devote their time
to experiencing it?

(*) Establish "EXCITEMENT": Don't misunderstand me here, I
don't mean the dreaded, and *abundantly abused* hype that
we see every single day here on the internet! By 'excitement',
I mean BE excited about your product... convey *why*
you're so excited about it to your readers by thinking like a
customer. What is it that made you believe in your product
enough to buy it yourself, or to develop it, if it's a product of
your own creation? What is it about your product that is going
to make your prospect say to themselves, "I've GOT to have
this"?

The one rule I never see anyone mention on this topic is that
you MUST state the obvious when writing a sales letter!
Never assume that your reader will immediately see the value
in your offer. S-P-E-L-L it out for them!

(*) Establish "EASY FOLLOW UP": I don't believe that "less is
more" when it comes to sales letters, but I do believe that
you don't have to state your entire case in your first page.
Your own 'style' will dictate how long your sales letter is. To
keep your reader interested, consider the following tactics to
keep your sales letter a reasonable length:

- Offer additional information through the use of an
autoresponder. Follow up is the key to sales success.
Don't allow your readers to conveniently forget that
they have a need that you can provide a solution for!

- Use text links to more information. If you feel that there
is an aspect of your product that needs to be explained
in detail, but don't want it to break the focus of your
sales letter, lead to the information through a link that
reads something like this... "For more info, click here."
(It's SO important to provide the information necessary
to overcome any possible objections by your reader.
Surveys taken by your target market beforehand can
help to identify possible objections. Once you've identified
them, you can deal with more effectively.)

- Always offer to allow your prospects to get to know
more about you, and your business by inviting them to
subscribe to your newsletter. You do have a newsletter,
don't you?

(*) Ask For The Sale! Years and years of sales training
offline have this last point echoing in my ears to this day.
Most failed sales attempts are due to a lack of 'asking for
the sale', or as it's referred to online, 'providing a call to
action'. Try this... which of the following 'calls to action'
do you react open mindedly to?

Example 1: Click Here To Purchase Today!

Example 2: You can begin realizing success immediately
by simply clicking => here

If you begin the sales letter process by first being honest
with yourself about your offer, you'll be better prepared to
make an honest presentation to your reader. Keep in mind
that your goal is to produce satisfied customers, not just
sales numbers, and I believe your 'success' will increase
on many different levels...

The only things you lose by writing your sales letter with
integrity are dissatisfied customers. I know that my
prospects are informed, and have realistic expectations when
they make a purchase from me. If you can't say the same,
maybe it's time to change your 'style'?

About the Author

Ginger Geracitano is an E-Zine editor, and Business Coach.
The Portal To Success E-Zine, recently ranked the #1
'graphics and design E-Zine' on the internet, provides
Business Success training every Friday!
Subscribe: http://theportaltosuccess.com/join.html

 

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en.wikipedia.org
 
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www.salesjobs.com
 
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Sales and related occupations. Advertising sales agents · Cashiers · Counter and rental clerks · Demonstrators, product promoters, and models ...
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Government Sales and Auctions: FirstGov.gov
Official site for information on all sales and auctions of government surplus property and assets.
www.firstgov.gov
 
Sales and Marketing Executives International
Worldwide association of sales and marketing management.
www.smei.org
 
GPO U.S. Government Bookstore: Main Page
Purchase Federal information products for sale through the United States Government Printing Office (GPO). Browse by topic, keyword, or special collections.
bookstore.gpo.gov
 
Sales
Sales is a major aspect of product management. Therefore, after reviewing information in this topic, you might also benefit from scanning the topic ...
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Sales Resource Center - Business Sales Web Site - Small Business ...
Sales resource center at Inc.com, small business sales and marketing information.
www.inc.com
 
Sales - Wex
Transactions for the sale (and leasing) of goods is governed mainly by sales ... Federal law has a limited impact on transactions for the sale of goods. ...
www.law.cornell.edu
 
Sales Jobs, Marketing Jobs, Advertising Jobs on CareerBuilder.com
Looking for sales & marketing jobs? Start your job search at CareerBuilder, the leader in job search sites, and access hundreds of thousands of jobs today.
sales-marketing.careerbuilder.com
 
Compare prices for retail store sales at SalesCircular
SalesCircular shows what's on sale at local retail stores every week by collecting data from Sunday newspapers and other ads.
www.salescircular.com
 
Sales Jobs in Canada - workopolis.com
Sales Jobs - Find sales Jobs online with workopolis.com. ... CSR (84), Office Equipment Sales (5). Call Centre Opportunities (109), Real Estate Sales (12) ...
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free online sales training articles, sales & selling processes ...
Sales and selling terms explained. (Scroll down a little bit to find this set of terms.)
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Music Sales Group
Music Sales Group - Eight Offices and three distribution centres worldwide bring you the world's best music. The Music Sales Group is Europe's largest ...
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Sales Autopsy
A collection of the best of the worst of negative selling experiences. Sales horror stories to use for learning, training and managing salespeople.
www.salesautopsy.com
 
REALTOR.com: Real estate listings & homes for sale
REALTOR.com is the world's largest real estate database of homes for sale and the official site of the National Association of REALTORS.
www.realtor.com
 
Marketing Jobs / Sales Jobs - NationJob.com Careers, Work ...
Marketing Jobs / Sales Jobs - detailed job listings and company profiles - Updated daily.
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