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Sales letters are designed to do one thing and one thing only: to cause the reader to take action. That action may be to have the reader actually take out his or her checkbook and part with some capital in exchange for your product or service. Or, the action may be to simply have the reader request more information (with the intent of converting them into a paying customer in the future).
There are many variations on the basic sales letter and lots of ways to get the job done. In this article, I’ll describe one very successful model, and introduce you to a great twist on that model.
Here’s one standard formula:
Introduce a problem Propose a solution Establish proof that the solution works Present an irresistible offer
This basic advertising format has sold countless items from laundry soap to internet marketing seminars and has generated mountains of cash for the advertisers. If you never strayed from this formula, you could still make a very comfortable living from your sales.
But I’m going to introduce a variation that – if done deftly – will increase readership, increase the reader’s involvement, and increase response rates.
Here’s the variation: When introducing the problem (step 1 above), don’t just list a problem using the usual salesman hype. Use a STORY instead – a powerful, emotional, and relatable story.
In perhaps the most famous and successful ad campaign of all time, the Wall Street Journal did exactly that with its popular “two men” ad. The goal of course was to sell subscriptions to the Wall Street Journal. One way to do that would have been to list all of the things you would miss without the journal, then list all of the benefits of subscribing.
Instead, they took a different approach. They told the career stories of two men – one of whom subscribed to the Journal and one who did not. Tracing the story of their respective careers, the success, and power of the Journal subscriber was contrasted against the suffering and regret of the man who did not subscribe. Powerful stuff.
So how can you use this same idea in your own sales letters?
The answer is to “put a face to the problem.” That is, don’t just talk about the problem, create a character in your mind that is actually feeling the problem. Who would that person be? What would they look like? What pain would they feel? What would they miss out on, and how would they feel regret or embarrassment or humiliation?
If you can make the story intense and powerful, your readers will be sucked in, wanting to know what happens next. In an instant, they forget they are reading an advertisement and instead think only of the poor character, and how he or she will get rid of the pain.
And that is exactly where you want them to be. Once they FEEL the problem, it is only a short step to get them to desire a solution. A solution, of course, that your product or service is designed to provide. From there, it is your irresistible offer that will take over, getting the reader to take action.
You may have told yourself that a cover letter for your resume is really not that important. However, you want to think of a good letter and a strong representative working for you. A strong cover letter does the job of selling you to the prospective employer. It may be that your resume may not be even considered unless it has a letter. So if you want to be seriously considered, have a strong letter with your resume.
Aren’t All Cover Letters The Same?
You should never just copy another cover letter and make it your own. HR departments are smart and it won’t be the first time they have seen the same letter, word for word, just copied out of a book.
You’ll want to make your letter specific to the job you are applying for and highlight your skills.
You should have a person’s name to whom you are sending the letter and resume You should always call the company if you have to and ask for a managers name and correct spelling of their name, and the department you are applying for Use professional-looking formatting
If you’ve been recommended by someone, specify their name in your letter. Something along the lines of, “Joan Smith from your sales team stated to me that you will be hiring another customer service representative soon.” That way they know that someone from within the company thought you would be a good fit for them.
Resume cover letters should spell out to the employer how you can help them. Remember, the letter is about you being able to help them meet some goals. Sell the idea that you will be an asset to help them achieve a higher level of success.
You should have done some research on the company. So if they are in sales, you could mention that you are aware that they have been the top company selling company in the XYZ category of products in your region for the last three years.
Companies are generally impressed when prospects know about the company specifics. Other less qualified prospects won’t take the time and just send a generic cover letter.
Provide a date when you will follow up with them to discuss an interview. You don’t want to just wait for them to contact you.
Keep resume cover letters to one-page Aim for three to five short paragraphs they are aware you included a resume, it’s in their hands, no need to state the obvious Check Your Letter
Re-read your letter and ask at least two different people to look it over. Look for typos and proper use of grammar. Don’t be sloppy and lazy because that can cost you the interview.
Print your resume and letter on quality paper and use laser jet ink. Don’t use generic paper. Using white paper says you didn’t care enough to make it look professional.
These simple tips will help your resume and cover letter stand out 80-97% anyone else applying for the position.
If you want to double and triple your chances of getting that job interview, you will need some cover letter help. It’s not enough to know how to write a simple letter, you also want to know how to write a letter the right way. It’s subtle but important.
Professional cover letter templates will make doing all the above-listed steps paint by the numbers easy. In as little as 5 – 10 minutes, you can have a professional-looking, properly formatted resume cover letter ready to send out.
In this age of blogs, email newsletters, and social networking, many companies have moved away from sending printing marketing material. This could be a big mistake because as we become more and more inundated with electronic communication, the effectiveness of such communication decreases.
Postcard marketing is a good alternative to bombarding your contacts with email. It is also a great way to reach thousands of potential new customers without violating SPAM laws and best practices.
Postcard marketing essential entails three steps:
The decision of whether to make rent or make your own mailing list depends on your budget, time frame, future mailing needs, and your market. If you want to target the dentists in your relatively small town, it is probably easiest to make your own list. When you make your own list, you own it and can use it over and over; most commercial mailing list providers only rent their list and charge more for multiple mailings. If at all possible, make your own list to avoid the cost of repeatedly renting a list.
Renting a list will save a lot of time, as you can literally have a huge postcard marketing campaign initiated in a matter of minutes. The cost per address is usually $.10 to $.20 per address. Add about $.10 for the mailing list company to process and mail the postcards for you. Postage is in addition to the mailing list and processing costs.
Many postcard designs tend to be over-written; that is, too much text. Keep the message simple and clear and try to avoid the pitfall of trying to go into depth about your products or services. Your goal is to compel the recipient to take the next step and call or visit your website. Think bullet lists and not paragraphs. A postcard is unlikely to make the sale; its goal is to get a large number of people to make contact with your company.
A “call to action” is essential. Give the reader a reason to contact you. Good calls to action include a limited time sale price or product giveaway. One way to add urgency to your call to action is to include a limited time offer or a limited availability offer. A good, compelling reason for the recipient to contact will raise your response rate dramatically.
If you are going to do any extensive postcard marketing, tracking results will save money, time, and help refine your marketing messages.
One the most fundamental level, be sure to include a return address on your postcards so that you can prune your mailing list when items are undeliverable. Over time, you should try to get your non-delivery rate to about 5%. A typically commercial mailing list might have a 15%-20% non-delivery rate.
Ask new customers where they heard about you and keep track of how many have seen your postcard. This information is invaluable in determining what marketing messages are the most (and least) effective.
The keys to postcard marketing success include having a good mailing list, designing an effective postcard and tracking results. Just as with any other form of marketing, postcard marketing takes time and perseverance.
Well it is all dependent on whether the job posting instructions specify a specific format. Unique kinds of work in the food service industry require resumes with several of the exact skills. Transportation jobs involve a great deal of responsibility and your resume will want to reflect you can deal with that. If you’re attempting to acquire work in accounting or finance you require a very strong resume.
Chronological resumes are the conventional format. Indeed they are visible to employers so that they can let you know about jobs you might be interested in. Understanding how to tailor your resume will obviously provide you an advantage. Writing a resume for employment in the art industry can be difficult.
You have to identify what you’ve got to offer and then package it for employers. Employers would like to know what you could do for them. You need to always respond to possible employers that contact you whenever possible. Upon several occasions throughout your career you have to offer your prospective employer with important info about your background and your qualifications.
Create a new expert email address for those who have a novelty email address! You are able to enter your social websites profile address for an extra point of contact. Utilize page numbers and a table of contents to create the information effortless to discover, along with tabs or dividers between sections. The info on your resume is a significant element in landing you your dream job, and that’s why you should find out the best ideas for writing a great resume. The most usual method to supply information to prospective employers is to produce a resume. Obviously, much like the remainder of your resume, you are going to want to double-check that all of the information that you include is current and accurate.
Make sure the resume writing program you select has an integrated spell-checker. As an example, maybe you managed a project for your present supervisor so they could concentrate on other things like developing a new campaign. Also, there are a number of design and formatting techniques you may use to customize the template to target a specific job.
Learn about the three kinds of skills it’s possible to highlight and the way it is possible to incorporate them into your resume. To work, soft skills ought to be tied into accomplishment statements. With a Indeed Resume you are able to make your abilities and experience visible to employers and provide them an effortless means to get in touch with you about relevant jobs. As soon as you determine the skills you wish to concentrate on, do some research and see whether they line up with job requirements listed for the positions you’re seeking. So once you’re contemplating how to compose a resume, don’t forget that you ought to be selling your abilities and accomplishments, not merely listing your work history and your old responsibilities.
Perhaps you contributed some specific understanding. Make certain you highlight technical wisdom and certifications. Since you might not have lots of experience, it’s important to include information that’s related to your intended job like coursework, projects, extracurricular activities, or volunteer work. You must also chat about past experience. Remember that in the event that you have lots of skilled experience, your education section only has to be minimal.