Submitted by DEBRA FOSZCZ , Wednesday, 25^th July 2007

1) Start Out Strong – Begin with a headline before the first salutation to grab the reader’s attention, or with a strong opening sentence. Make them want to read more.

2) Identify Their Pain – Your headline or opening sentence should do this by asking a question, telling a story, or even making an offer. If you know that your audience will all have a similar problem, just state the problem and offer a solution. Remember that people don’t just buy products, they are actually buying solutions to their problems.

3) Talk Benefits – Don’t talk about the features of the products. They really don’t care how wonderful your product or your company is. All they are interested in is solving their problem for a reasonable cost. Be sure to relate everything to your readers and their needs.

4) Make Your Offer Strong – People buy solutions, not products. They also accept offers rather than buy. Explain the benefits of what you have and make a strong offer. People don’t buy a set of 6 glasses, they accept an offer of 25% off the price. They don’t buy a pizza, but accept an offer to buy one and get one free. Your offer is your special deal, not your price.

5) Make A Guarantee – People are afraid of the unknown, so eliminate their fear by giving them an out. Most people won’t refuse your product or service after accepting your offer. They just need to be reassured that they won’t get ripped off. The stronger the guarantee, the more they will trust you. They are more likely to continue to be your customer.

6) Have A Call To Action – Tell the reader what to do next. Don’t assume that they will automatically get in touch with you. Ask them to call, go to your website, or fill out a response card. Make it easy for them to respond with all the information necessary to contact you. Just as on a sales call, you have to ask for the order.


About the Author: Debra Foszcz is the founder and owner of High Profile (a promotional products company), and a featured show advisor to the “Life Business and Money, with Steven Kay” radio show. If you would like more information on how to maximize your efficiency and improve results in your business, please feel free to contact her directly at 713-849-9927 or email Debra@hProfile.com at any time.

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