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How to Write
Blockbuster
 
Sales Letters
Benjamin Hart
DIRECTMAILCOPYWRITERS.COM
Outskirts Press, Inc.Denver, Colorado
 
 
 The opinions expressed in this manuscript are solely the opinions of the author and do not represent theopinions or thoughts of the publisher. The author represents and warrants that s/he either owns or has thelegal right to publish all material in this book. If you believe this to be incorrect, contact the publisher through its website at www.outskirtspress.com.How to Write Blockbuster Sales LettersAll Rights ReservedCopyright © 2006 Benjamin HartThis book may not be reproduced, transmitted, or stored in whole or in part by any means, includinggraphic, electronic, or mechanical without the express written consent of the publisher except in the caseof brief quotations embodied in critical articles and reviews.Outskirts Presshttp://www.outskirtspress.comISBN-10: 1-59800-262-7ISBN-13: 978-1-59800-262-1Outskirts Press and the “OP” logo are trademarks belonging toOutskirts Press, Inc.Printed in the United States of America
 
Contents
1.
Selling.................................................................................................1
2.
The two most important rules in this entire book..............................2
3.
Think “inside” the box.......................................................................4
4.
The #1 reason mailings fail................................................................6
5.
Direct mail is about human psychology............................................7
6.
Six reasons why a letter is your most powerful sales tool.................8
7.
 
The most important question you must answer before you write
.......12
8.
Your reader is not an idiot................................................................13
9.
“If you are selling fire extinguishers, first show the fire”...............14
10.
The absolute necessary precondition for a sales letter to work.......15
11.
The sales letter writer’s two most important jobs............................16
12.
Find out what your prospect wants before you write......................17
13.
The nine step formula for writing successful sales letters...............21
14.
Seventeen reasons people buy..........................................................29
15.
The #1 reason people buy.................................................................34
16.
How to construct your offer.............................................................36
17.
Positioning........................................................................................43
18.
Figure out your unique selling proposition (USP)..........................45
19.
Sell just one thing.............................................................................46
20.
Give away your ideas and products.................................................47
21.
When you build a relationship, you have no competition...............48
22.
Write as people actually speak in everyday life..............................48
23.
Write a package, not just a letter......................................................49
24.
Generate emotion..............................................................................50
 25.
Seven words or less......................................................................... 52
26.
Long versus short letters.................................................................. 53
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