Win the Gatekeeper, the CEO, and Specialist
With One Letter
Instantly double the effectiveness of any sales letter. Apply this week’s simple lightning tip and:
- More people will actually read your message
- Your message will gain added clarity
- You will show your readers you respect their limited time
- Therefore, you build your credibility and trust with readers
- The result: they will bring their business to you. You double your effect, by simultaneously speaking to more than one crucial target reader.
Based on their individual situation, different readers read differently. Your sales letter has to pass the gatekeeper who skims volumes of mail. Then it needs to get the approval of the CEO who also must quickly get the point and make a decision. It will likely be scoured by a specialist for details and proof of your claims. Increasingly, today one person wears all three hats—and may switch hats from moment to moment.
Whether your reader scours or skims, they must quickly and efficiently get your message. The key: Utilize “The Double-Readership Path”. Newspapers have been employing this tool for centuries.
Construct your letter with powerful headlines that can stand alone and carry your message. A powerful headline is worth the entire letter. A good copywriter will sometimes spend as much time developing the best headline, as time spent writing the rest of the message.
Give your reader the choice of skimming the headlines, or reading your letter word-for-word. Craft your letter so that either way, your reader will get the point. The test: after you write your letter, read just the headlines. You should be able to get the message and know what to do.
Respect your reader’s limited time, and your reader will more likely thank you with their business. Take one of your sales letters and practice this week.
By the way, read just the headlines of this lightning tip for a great example of the double readership path.
To your success and significance,
David Smith, President, www.SuddenlyInSite.com
P.S. Forward this article to a business associate. They can register to receive this free Marketing tips e-zine at www.SuddenlyInSite.com
I appreciate your comments: davidsmith@definewrite.com
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Contact me to arrange a quick, but very effective marketing assessment. Benefits to your business:
- A more compelling image in the marketplace
- More business contacts and clients
- Greater conversion of contacts to clients
- Creative packaging of your current products and services
- Discovery of new market opportunities
- Greater clarity of your marketing goals and process
- More influence for your team (internal marketing within your corporation)
Includes two consultations and a one-page outline marketing assessment.
David Smith (503) 816-9665 davidsmith@definewrite.com
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