How To Make Your Sales Letters Bullet Proof

I'm going to show you in the next few moments how to make
your sales letters and direct mail several times more powerful.
In fact, what I'm about to emphasize to you may enable you to
eat more of your competitors market share.

Every time before you sit down to write your sales letters or
direct mail take out a sheet of paper and think of every possible
objection your prospect could come up with to avoid buying your
product or service. This may take a while and it may seem a pain
at first but I assure you that this is incredibly important.

After you have come up with every possible reason why your prospects
may say no to your offer, stop and consider any possible objections
that may come up related to your specific industry or
specific tastes of your target market. In other words, would your
market be more inclined to buy only brand name products or services,
would your market be more inclined to buy only a more
attractive product over a less attractive one irregardless of quality?

Ok, now let's say you've done all of the above.
Here's what you do next. Think very carefully
about how you'd overcome those objections to persuade Mr. Prospect
to buy or respond.

Most companies with a winning sales force have a team come in
and create answers to every possible objection a prospect may raise.
And they create what's called a Script Book. In fact, companies
with top-notch sales teams keep their Script Books secret.
Some even place their Script Books in safes. Why?
The scripted answers to every objective Mr. Prospect may raise
are worth their weight in gold if their answers to a prospect's
objection works.

In direct sales, you must become a master of knowing every
objection your prospects have and be able to articulately overcome
every one of those objections.

And so it is the same with copywriting. Copywriting is nothing more
than salesmanship in print. When you craft copy that overcomes
objections, you're going to be light years ahead of your
competition. Most people won't even take the time to do this!
Your homework is to know the objections your market has,
like you know the back of your hand, and craft irresistible
answers to overcome those objections. After all, if everyone of
Mr. Prospect's objections are overcome, logic would tell him
he should invest in your product or service. Get to work.