Writing Sales Letters That Sell写作销售信函，销售

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The most important part of any marketing you do is direct marketing.最重要的一部分，任何营销你做的是直销。 This includes letters, postcards, brochures, newspaper or magazine coupons, telemarketing, TV or radio direct response commercials, e-mails, and the copy on your web site.这包括信函，明信片，小册子，报纸或杂志的优惠券，电话，电视或电台广告直接反应，电子邮件和复制在您的网站上。

For any direct marketing campaign to be successful, you need to have a combination of marketing tools in order to make your offer repeatedly.对于任何直接的营销活动要取得成功，你需要有一个相结合的营销工具，以便使您提供反复。 One of the most potent tools you can use in your direct makreting is the direct mail letter.其中最有力的工具可以使用在您的直接makreting是直接邮寄信件。 The letter, whether you're using it through the mail or the internet, is the actual sales pitch.这封信，无论您使用的是通过电子邮件或互联网，是指实际的销售摊位。 It relays what your product or service is, and how much it can benefit the prospect.该继电器您的产品或服务，以及有多少它可以造福于前景。 In short, the letter should do everything that a traditional person-to-person sales pitch does.总之，这封信应该做的一切，一个传统的人对人推销的。

Here are ten things that will make your letters more effective:这里有10个东西，会使您的信件更有效：

1. 1 。 It must have a headline.它必须有一个标题。 The headline is the ad for the letter.标题是广告的信。 It flags down the reader to read more.它标志了读者阅读。

2. 2 。 Present the facts.目前的事实。 Begin with a statement of basic truth, known and accepted by the reader.首先发言的基本事实，了解和接受的读者。 By introducing known facts, your create believability for later statements in the letter.通过引入众所周知的事实，你创造可信度更高报表的信中。

3. 3 。 Do as much personalizing as possible.做大量个性化成为可能。 Personalize name, address, special interests, and anything else you can.个性化姓名，地址，特别权益，以及其它任何可以。

4. 4 。 State your offer in the beginning, again in the middle, and again at the end.您提供的国家在一开始，再次在中间，并再次年底。

5. 5 。 Create a sense of urgency by giving prospects a cut-off date by which time your readers must respond to your offer.创建一种紧迫感，使前景截止日期到那时您的读者必须对您的报价。

6. 6 。 Always include a PS The PS is the second thing readers read, following the headline.总是包括聚苯乙烯的PS是第二件事的读者阅读，以下的标题。

7. 7 。 Stress your main points with underlines, bold type, all caps, or a yellow highlighter effect.应力您的主要点，突出的，大胆的类型，所有的帽子，或黄色高亮显示效果。 But don't stress too much.但是，不要压力太大。

8. 8 。 Use short paragraphs, sentences, and words.使用短段落，句子，以及话。 In lettes of two or more pages use subheads.在lettes两个或更多的网页使用副标题。

9. 9 。 Use black ink, plus blue to underline more important points.使用黑色墨水，加上蓝强调，更重要的点。 Print your signiture and make notes in the margins or hand-write a PS打印您的签名，并指出在利润率或手持写聚苯乙烯

10. 10 。 Tell the reader exactly what to do upon completing the letter, along with how to do it, and when to do it.告诉读者到底该怎么做时完成的信，以及如何做到这一点，如果做到这一点。

A succesful direct marketing campaign might consist of four pieces sent at two-week intervals: a two page letter, then a one page letter, then a postcard, then a telephone follow-up.一个成功的直接营销活动可能包括四个件发送两个星期的时间间隔：两页的信，然后一个页的信，然后一张明信片，然后电话的后续行动。 It is important to remember that even the best letters don't get read if the envelope doesn't get opened.重要的是要记住，即使是最好的信件没有得到阅读的信封，如果没有得到开放。 So make the envelope enticing to get your recipients to open it.因此，使信封诱惑让您的收件人打开它。 You can do this by putting a "teaser" line on the outside, motivating the person to open it.为此，您可以把“玩笑”行外，激励人，打开它。 You could use a window envelope with a photo of free gift, resemblance of a check, or some other unique design.您可以使用一个窗口信封带有照片的免费礼品，相似的支票，或其他一些独特的设计。 This increases curiosity and gives the recipient a reason to open the envelope.这增加的好奇心，使受援国的一个原因，打开信封。

The same is true for your e-mails.这同样适用于你的电子邮件。 Make sure you put something recognizable in the subject line so that the recipient will recognize that is from you and will peak their curiosity, otherwise, they'll likely delete it without opening it.请你把东西可辨认的主题行，使受援国能够认识到这是你和高峰他们的好奇心，否则，他们可能会删除不打开它。

You should have an entire file of letters for different occasions: promotions, offers, thank-you, follow-up, referral seekers, and more.你应该有一个完整的文件的字母不同的场合：促销，优惠，感谢您，后续行动，推荐求职者，等等。 Always test you letters until you have a file of proven winners.总是测试你的信，直到您有一个文件，证明赢家。

All contents Copyright(c)2004 Joe Love and JLM & Associates, Inc. All rights reserved worldwide.所有内容版权所有（ c ） 2004年乔爱与JLM ＆ Associates公司保留所有权利全世界。 All trademarks are the property of their respective owners.所有商标是其各自所有者的财产。

Joe can be reached at: joe@jlmandassociates.com乔可达到： joe@jlmandassociates.com

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