The Ultimate Sales Letter: Attract New Customers. Boost Your Sales (英語) ペーパーバック – 2006/2/1
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Write Well to Sell Big!
In the age of e-mail and instant communication, great sales copy is indispensable to closing a deal. But too many sales letters end up in the junk file or the wastebasket. In this new edition of his top-selling book, author Dan Kennedy explains why some sales letters work and most don't. And he shows how to write copy that any business can use.
Among other things, he provides:
- Completely updated text and examples
- Great headline formulas
- New exercises to spark creativity
- The best way to use graphics
Kennedy is the most successful, highly paid direct-response copywriter in the country. In this book, he shares his step-by-step formula so everyone can write letters that will nail the sale.
Dan S. Kennedy is president of Kennedy's Inner Circle, and has been writing sales letters for over twenty years for both large and small businesses. He is also a popular speaker on marketing and sales issues. His popular newsletter, The No B.S. Marketing Letter, reaches thousands of people in the U.S. and Canada while his Web site receives more than 10,000 dedicated visitors a month.
I've just started reading this book as I have a number of his other books to get through also, and right from the start he has over-delivered with an offer of a free 12-week sales letter writing email course. He then dives straight to the "meat" with 10 crucial questions to help home in on the exact angle that will get your mail opened and read.
This book is a comprehensive "how to" manual, written entertainingly and in a way that really gets the lessons across and helps you to implement at the same time.
The Ultimate Sales Letter is designed to teach business owners how to write their own letters, and it's amply illustrated with samples of Kennedy's work, both real and manufactured. The letter he creates to show you how to provide the "internal repetition" your message needs-without putting your client to sleep-is particularly helpful.
Kennedy never forgets his audience, and takes us step-by-step, with short, snappy chapters, from getting the initial idea to sending off the final draft to the printer. It's a fast read, but packed with information.
His first step is first for a reason, I think. He says that before you do anything else, you must know your customer. He offers 10 questions you can ask yourself that will bring you closer to that knowledge, then smoothly segues into knowing your offer (where he gives a memorable example of "finding the hidden benefit" and what such benefits can do for your message).
Later, he tells the story of an older salesman whose first boss gave him a notebook of 299 sales techniques. He quickly whittled them down to the "three or four that worked," and Kennedy tells us what those few are-and why they work. This new edition also offers a bonus chapter by the late, much-missed Cory Rudl, who explains why no square inch of your website is too small to ignore--not even the "Online Ordering" button.
The Ultimate Sales Letter is particularly strong in its examples, and its approachability. Kennedy never talks down to his reader. More than once, I felt as if I were hearing him tell me his secrets over a glass of (I'm guessing) bourbon. Maybe scotch. And when he got to the part about the "Three Ways to Transcend Pricing Questions," I grabbed a napkin and started taking notes.
This book functions to up-sell his other books and courses.
No problem there. That's the nature of his business,
which I admire.
This book isn't very long. It's printed on cheap paper.
It's a quick read.
Basically its a 20+ point outline of the elements of a
good salesletter. It won't teach you how to write copy
or how to think like a marketer - that is beyond the scope
of this book.
You could read this book and take a page or two of notes
and be done with it. In a way it's very concise and
There are a lot of more-detailed copywriting books out there.
If you are writing for competitive markets you need a lot
more education than you will find in this book.
If you are writing for local business - say soliciting clients
for a pool-service, then this would be good - because few
people have ever read a salesletter about a pool service
and they'll be impressed that you cared enough to write one.
It's basic stuff. Not a bad reference if you already know
how to write copy and want something to carry in your laptop
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