How To Copywrite a Letter That Gets You an Appointment BYLINE:
It’s a simple fact. The best way to sell anything is face to face. When you’re literally in the room with a prospect, you can probe for areas of customer interest, read body- language, sell with emotion and personality, answer objections, and, most importantly, close the sale.
In the old days, the Fuller Brush man, the Avon Lady and other intrepid souls would make the rounds and work their magic in person, right in the prospect’s living room. (As a young man, I sold door to door myself. I thoroughly enjoyed it and it taught me a lot!)
Obviously, marketers today can’t afford to have a sales force contact every single prospect personally. So we use direct mail, e-mail, advertising, etc., as proxies for a flesh-and-blood sales force. We must depend, as Grey Advertising put it, on “salesmanship in print.” This means that lead generation is the name of the game. We use irresistible free offers to get people to raise their hands and only then put precious human assets in touch with them (telemarketers, regional salespeople, etc.).
But you know, sometimes you don’t want to generate leads. You don’t want a six-month sales cycle. What you want is an appointment. A chance to walk right into the decision- maker’s office, sit down with him or her, and make your case in person! One of the best ways to get a personal appointment with a key prospect is to send them a terrific letter that paves the way for your personal call. The letter can’t be some soporific, “Allow me to introduce myself,” piece of junk. Your copywriter has to really spark their interest, make a great impression and be sure that when you call, you’ll be able to make that important appointment. Here are some ideas for creating a door-opener letter that can help make you a winner