Why do sales letters fail?

Usually because your opening talks about YOUR solution, but the customer is far more concerned with THEIR situation.

More than that. They already have an opinion about you and your solution. That opinion is usually ‘I’ve heard all this before’ or it could be ‘It sounds OK, but not right now because there are other things going on’

Any responsive sales letter should lead with a headline that joins in with their opinion, and doesn’t try to persuade them they’re wrong. Because, they’re NOT wrong. That is their opinion.

Here’s a classic example that demonstrates exactly what I’m talking about.

A client recently wanted to announce an in-person information day but knew the timing was going to be a big problem. There were so many things going on at this particular time of the year that were going to detract from attendance.

So that’s exactly what we put in the headline of the letter.

Here’s a paraphrased version:

“Not another event to tracel to? Christmas just around the corner, silly season is upon us, I’m busier then that any other time…you’ve got to be kidding right?”

This is the EXACT conversation already going on. To ignore or deny this conversation would be pointless. We can’t pretend they’re not thinking it. That would be the ultimate version of sticking our head in the sand.

When you lead a letter with ‘what they’re already thinking’ it obvious to me at least…they’re going to at least read the headline. If they disagree with the headline, they sure ‘aint gonna be reading the rest of the letter.

It will just go in the bin.