A good sales letter is a money-making tool that can make all the difference between closing a sale and losing a sale. And the secret to an outstanding sales letter is to write as though you were talking.
This lively book shows salespeople at all levels how to achieve a conversational tone that makes readers comfortable-and receptive-to their message.
In clear, concise language, Brill teaches salespeople how to:
** speak their prospect’s language
** use the opening to capture attention
** keep sentences and paragraphs short and punchy
** motivate the prospect to act-now!
** quickly mention the benefits that interest the prospect
** avoid language that sounds fancy, stilted, legalistic, or parental
The book also provides 50 sales letter “makeovers” –a series of before-and-after letters that show salespeople how to turn a dud into a dazzler!Even some of the very best salespeople sometimes find that their powers of persuasion, which work well in person, fail to translate properly to the written word. Sales Letters That Sell, by business communication consultant Laura Brill, offers step-by-step instructions for solving that shortcoming by showing how to compose merchandising correspondence in a conversational tone that will “put prospects at ease, making them more comfortable–and more receptive to the pitch.” Plenty of sample documents are included, as is an appendix detailing common grammar mistakes, techniques for improved proofreading, troublesome words, and useful facts.
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Sales Presentation Techniques: That Really Work
End Date: Friday Dec-23-2011 23:30:20 PST
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