There are a lot of different kinds of letters. A very successful sales letter that I’ve used in countless industries is what I call the assumptive letter. The assumptive letter is based upon an assumption that people reading the letter will think you are personally writing to them. It will start with an assumptive statement:
“I know you’ve been contemplating (or considering or reviewing or evaluating or thinking about) buying a (such and such) or replacing (such and such) and moving up to a more advantageous position in your business or professional life.”
“I share the awareness of what a positive impact or what a difference, or how much of an improvement or savings or enrichment doing that can mean to you. That’s why I’m writing this letter.”
“I’ve made arrangements for you to (and then you fill in either check out, try out, preview, acquire, purchase, sample, audition, experience, or whatever is appropriate) that in either your home or office without risk or obligation. Why am I doing this? One simple reason:”
“In my opinion, you can’t possibly know the benefits, experience, exhilaration, enrichment, security, peace of mind, productivity (whatever it is) you can bring to your life through _______ unless you experience it.”
“I don’t think you should have to decide anything until you first experience for yourself how meaningful or beneficial ________ will be. So, I want you to let me take the risk for a change. That’s right!”
“Everybody else says, ‘Buy from me. Give us your money,’ etc. I’m saying, do the opposite. Let me allow you to experience, to evaluate, to check out, to preview the product before you buy!”
Now, the assumptive letter can basically target a group of people who have a predisposition toward something, in this case your service or product. So, you make sure you’re mailing your letter to lists of people whose recent buying shows a predisposition to buy something in your general line.
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If people bought a book about moneymaking or a book about how to start a business for themselves, and you rented a list of their names, it would not be hard to say, “I know you’ve been thinking about becoming independent, or changing careers.”
Or, if you know that someone has been in a given house for a long time, then you know statistically that he or she is probably about due to have family changes. Their kids are growing up, moving out. The house can become too hard to manage, too big perhaps. There’s a divorce that’s statically probable. You could assumptively say, “I know you’ve been thinking about whether to keep your home or put it on the market. I’d like to help you make the most intelligently based decision for your best interests.”
Important Point: A list broker can find lists of predisposed buyers for you, or you can do it yourself by consulting such resources as The Thomas Register and The Standard Rate and Data Service Directory.
Another approach I want you to consider is a simple straightforward new-customer letter.
It starts with the question:
It starts with the question:
“Dear Mr./Mrs. X: Are you getting the _____ you wanted out of _______?”
It could be, “Are you getting the productivity out of your computer network? Are you getting the fun you want out of your married life? Are you getting the exercise you want out of your body? Are you getting the purchasing power you want out of your paycheck?” Do you see what I’m saying? Now let’s pick up the script again and move forward.
“If the answer is no, Mr./Mrs. X, I can help you get greater _______. I’ve done if for other (people, organizations, companies) in this community. I think I could do it for you, too. At the very least, I’m offering a way to find out without risking a minute of your time or a penny of your money.”
And then you go into an explanation of who you are, and the fine offer you’re making.
Please, please, use these scripts in your business or practice. They will help you score real business breakthroughs.