How to Write Sales Letters That Sell

Front Cover
Kogan Page Publishers, 2002 - Business & Economics - 309 pages
The right piece of direct mail can produce excellent response rates and have an extraordinary effect on business. But why do some sale letters achieve spectacular results whilst others are instantly consigned to the bin? This book reveals the secrets of creating successful sales letters. Containing examples of real sales letters, it includes plenty of advice on what to avoid as well as what to include. Key topics are covered such as: the secrets of persuasion; planning a letter which will get replies; creating offers that get responses and timing mailings for maximum effect.
 

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Contents

Money squandered by the lazy
6
Why some letters fail while others succeed
23
Who is your competitor?
34
Compare what you offer carefully
41
Detective work
50
Have you forgotten anything?
56
The customers point of view
64
Ten ways to learn about prospects
73
Fine writing or persuasive offer?
96
Desperate beginnings
115
The right approach
130
Common questions
265
Personalized or not?
273
Signing off
280
What should I ask people to do?
287
The easiest source of new business
298

Making the best or worst of a bad situation
79
The right stuff
83

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About the author (2002)

Drayton Bird is a direct marketing expert named by the Chartered Institute of Marketing as one of 50 living individuals who have shaped today's marketing. In 1977, with two partners, he set up Trenear-Harvey, Bird & Watson, which became the UK's largest DM agency, which he sold in 1984 to Ogilvy and Mather. As international Vice-Chairman and Creative Director, he helped O&M Direct become the world's largest direct marketing agency network, and was elected to the worldwide Ogilvy Group board.Drayton Bird has worked with many of the world's leading brands, including American Express, British Airways, Microsoft, NestlÚ, Procter & Gamble, Unilever and Visa. He has also worked with major advertising agency groups, including Y&R, JWT, FCB and Leo Burnett. He now runs Drayton Bird Associates, who work with many firms on direct marketing and other marketing matters.

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