The Writing Effective Sales Letters course teaches sales professionals how to write letters that move a potential customer to action by understanding the customer's needs and desires. Good sales copy is not a matter of simply communicating a message to the potential customer. It moves the person to feel the motivation, excitement, and conviction of the writer and to want the product or service the sales person is promoting.
Central to writing effective sales letters is having the sales mentality, which links the sales letter writer to the potential customer so intimately that both move to the same rhythm.
This course uses three books:
- A sales-letter book that is has a practical approach to understanding the reader and purpose
- A book that focuses on writing letters in general to customers when sales are always an issue
- A direct-sales book that teaches the skills of writing direct mail that has impact
You will go through the course at your own pace, so you could complete it within a few weeks. However, you have up to four months to complete the course so you can fit the study time into your schedule. All lessons must be finished within the four-month period.
Lesson 1: The importance of pre-writing
Lesson 2: Opening with a Gambit that Builds Trust
Lesson 3: Getting Your Sales Letter Delivered, Looked At, and Read
Lesson 4: Handling Pricing Issues So They Don't Short Circuit the Sale
Lesson 5: Copywriting and Writing a Powerful First Draft
Lesson 6: Rewriting to Laser Guide Your Message
Lesson 7: Using Strategies: Answering Questions and Objectives, Sparking Immediate Action, Following the Effective Letter Checklists, Using Graphic Enhancements
Lesson 8: Using Strategies: Skipping Apologies, The "Yes" Plan, The No Plan, Thank You, Used and Abused
Lesson 9: Rewriting: Rewriting for Passion and Clarity, Getting a Pretest, Bringing Your Letter to Life, Changing Graphic Enhancements
Lesson 10: Writing to Persuade
Lesson 11: Writing a Motivating Sales Plan
Lesson 12: Opening and Closing to Give the Message Impact
Lesson 13: Editing, Polishing, and Sending