17 Sales Letters That Will Make You Money – Part II

    February 20, 2003

In Part I I began looking at the most common types of sales letters. In this part I will give you some of the less common–and often more effective–sales letters.

*The Third Person Referral Sales Letter

This can take two forms: A letter FROM the person who is making the referral of your product or service or a letter from you QUOTING the person making a referral to your product or service.

This is most often used as an email promotion, though it can be used on a site–especially effective as a back-up page.

*The Special Bonus Sales Letter

In this sales letter you are offering the reader a special bonus for acting on the offer. It may be a free report for everyone who visits the advertised site, or it can be a rebate for everyone who purchases. Either way you are giving people a special bonus.

Again, this works well with almost all email marketing.

*The Story Sales Letter

This type of sales letter is designed to capture the readers attention with a story. The sales message is woven into the story line.

This type of sales letter is difficult to craft well, but when it is done well and sent to a personal opt-in list, it can be very effective. In fact, the story can combine several elements to make your offer even more effective–the bonus or insiders specials are very easy to dovetail with this.

*The “Did You Get My Email?” Sales Letter

This works well when used in conjunction with one of the other methods. It works like this: A day or two after sending out the first email, you send a follow-up email to those who have not responded to your offer.

This works on the premise that you really are interested in the recipient and value their opinion.

*The Oops! Sales Letter

I learned this one from Bob Gatchel of InternetCheapskate.com. He had accidentally sent out an advertisement just before a holiday weekend with a limited time offer. The next Tuesday he wrote back stating–“Oops, I made a mistake! I didn’ t think about how many of you missed my email until after the holiday and missed the limited time offer!” Of course, the second email made more money than the first.

You can create your own “oops” moments, but you will also find they occur frequently enough that you probably won’t have to.

*The “Call Me” Sales Letter

This works well if you have a good rapport with your email list. It works even better the more well respected you are.

In this letter you tell the recipient you have some special information for them and would they mind calling your office as soon as possible.

For high-end products this works extremely well.

*The FedEx Sales Letter

In this email, you tell the recipient you just sent them a FedEx letter. The real sales letter is the FedEx letter you just sent, but this important email makes the likelyhood of a postive response to the written sales letter even more likely.

This is best used when sent to established customers. While the cost of sending 100 or more FedEx letters can seem prohibitive, a well targeted offer delivered this way can produce conversions over 50%.

*The Package to Ship Email

In this email the recipient is told you have a package awaiting shipment to him or her. All they need to do is to reply with their shipping address.

This is great for offering a free bonus to subscribers, but it is often used by unscrupulous individuals to charge exorbitant “shipping only” fees to unwitting recipients for worthless products or by spammers trying to verify personal information for their latest data base.

Be careful if you choose to use this method.

*The Testing Email

In this email you are asking for help to see if a new offer you are getting ready to promote to your entire list works properly. In exchange for their input, you give them a special discount.

Again, this works best when sent to your personal opt-in list. An alternative is to recruit other people to send this offer as a “pre-release” to their own opt-in list.

Are there other kinds of sales letters?

Certainly, but these 17 will give anyone a good start.

When you get ready to write a sales letter, briefly review these 17 types and see what pops into your head. You might be surprised how what might pop-out!

Kevin Bidwell is owner of

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