Anatomy Of A Direct Response Letter

Direct response letters have been around for a very long time. The main reason for this is because they work! In fact, any sales letter not written in a direct response "format" is almost doomed from the beginning to fail.

Many people on the Internet have turned away from using direct response letters thinking that it won't work. They think that people on the Net are some how "different" than the regular John Doe that receives his "snail mail" everyday.

Nothing could be further from the truth! The main reason direct response letters work so well is because they "attack" the emotional side of the buyer. And you must never forget this:

People buy with emotions, NOT logic!

Regardless of whether you're on the Internet and you have your own Web site, or you send out emails or regular mail as part of your promotional campaign - you MUST always attempt to write your sales material in a direct response fashion.

The following is a step-by-step breakdown of the perfect direct response letter. Let's begin with...

The Headline

First, consider the headline. There is always a headline of some sort for all sales letters. If you're sending out email sales letters, the "subject line" of the email would act as the headline.

The headline focuses the reader's attention on one quick benefit or promise (or two). It gives the reader a reason to spend valuable time with your letter. It also helps close out other random thoughts and provides a context for what is about to follow.

Try to make a promise or allude to some key benefit. Refer in some way to the offer, perhaps in a subordinate line. Remember, the offer is what the reader will eventually act upon.

Try a "headline group." A headline, subhead and one, two or three short bulleted phrases that extend the headline message provides more information in a key location. It promotes greater involvement than one headline.

The Opening

The opening is the first sentence or first two sentences following the salutation. "I am writing to you about..." or "I want you to know about..." are not openings. Frankly, the reader doesn't care what you want. He cares about himself. This is a key place to say something about him or his needs which your product will gratify.

Most letters are won or lost in the first sentence. The best way to lose is to begin talking about yourself and your organization.

A phrase to keep in mind is, "Talk about my lawn, not your grass seed!" Another famous saying that speaks to this situation is:

"Tell me quick and tell me true or else, my friend to hell with you. Not how this product came to be, but what the damn thing does for me."

Offer Preview

After the opening, make a brief reference to the offer:

"...and you can discover it, (prove it, enjoy it) FREE, without obligation with the certificate enclosed."

Now the reader knows you're not going to be asking him for money. Maybe. The reader can relax. The response device begins to set up the response behavior.

It's also smart to "merchandise" the offer by referring to it at several points throughout the letter. "When you send for your free demo and get it up and running, you'll quickly see..."

Sell Copy

From the offer preview, get right into the benefits that your reader will realize when he/she tests, previews, examines your product. Stay in second person throughout your letter.

You're talking to the reader (one person, not a market) about the reader, not you, and you're talking about yourself and your product only in terms of what it will do for reader.

Remember you're selling the offer, not the product. It's much easier to sell a 30-day trial, a free download of software or a free examination than it is to sell the product itself. You'll discuss payment terms later.

Try to lead off sentences and phrases with benefits.

"You'll make first-hand contact with hundreds of the most active, most involved sales prospects in the industry in just two short days..."

"As one of America's elite "Million-Plus" pharmacies, you are in a unique position to increase sales, slash operating costs and grow your business rapidly with xyz..."

Use Subheads To Introduce New Thoughts

To avoid eye-glazing, mind-numbing, wall-to-wall copy, use subheads to introduce new thoughts and to move from one part of the letter to the next. Write in short sentences. Short paragraphs. Present a list of benefits or features in list form:

* Each item
* Preceded by
* A bullet
...instead of in a linear paragraph.

Use words of one syllable as much as possible. Don't assume that the person you're writing to is as literate as you are.

Even if he is, he's distracted, and he's trying to extract the key information he needs, often by just scanning your letter. Which is another good reason to use subheads...bulleted listings...and...ellipses.

Edit out unnecessary words and phrases and "write like you talk," assuming you can talk like a successful salesman. Clarity is more important than literary merit. The ability to sell is more important than the ability to write.

When you've fully described the many ways your product will benefit the reader, show the reader how to acquire this fabulous program. Or, rather, how the reader can realize these benefits right NOW.

Spell out your offer in detail. What does the reader get? If you're offering a premium, this is the place to sell that a bit, too. You may also feature it in the brochure, if you have one, or in a separate premium flyer.

If at all possible, and if appropriate, date your offer. An expiration date helps to keep your package from going up between the lamp and the tape dispenser for further consideration.

Again, agreement doesn't do it. Only acting on that agreement right now results in sales.

The Guarantee

No one wants to make a mistake. Especially not an expensive mistake. Relieve that fear with your guarantee.

By law you must refund legitimate requests up to 30 days anyway, so why not make it a virtue? Don't worry that your guarantee somehow sheds doubt on your product.

The guarantee speaks to your performance as a business person they can trust, not to your product.

But don't hawk it as a "Money Back Guarantee." or "Full Refund If Not Satisfied" kind of thing. That's negative.

A Free (or Risk-Free or No-Risk) 30-day Trial is the same thing, expressed in positive terms. "Examine it, try it, use it for a full 30 days without risk." That's an invitation, not a warning.

The Call To Action

Even after all that, you can't assume the reader will do what you want him to do, right now. But that's what he must do. So spell it out.

Does he "click here" to use and order form on your Web site or does he have to send out an email of some sort?

Does he complete a reply card, call a toll-free number, complete a questionnaire, check a box? Detach a reply card? What? Is there a postpaid or self-addressed reply envelope to use?

Ask the reader to do all that right now because that expiration date will be here before they know it. Because they really want to try this, but if they let it go until "later," they will forget.

The P.S.

Punctuate the call to action with the signature, then add a P.S. After the headline and first sentence, the P.S. is the most read part of a direct response letter.

Use that important space to repeat a key benefit, or add a twist or an another idea to something you've already said. Also repeat your call to action here, in slightly different words.

The mnemonic for the basic function of all direct marketing, but especially for letters, is AIDA.

Get Attention.
Arouse Interest.
Stimulate Desire.
Prompt Action.

And it ain't over until the "fat lady" returns the order form, calls the toll free order line or fills out your order form and hits the submit button!