• When it Pays to FORGET An Item
• When You Should NOT Link to a Reseller Site
• One Last Chance to HOOK Your Customer

When it Pays to FORGET An Item

Have you ever sent out your carefully worded sales letter in a mailing campaign only to realise that ... you had forgotten to include an important point or a useful feature of your product.

Conversely when you reply to customers or follow up on their initial enquiries do you wish that you had some additional news to convey ?

Then why not combine the two ?

In your sales letter you can DELIBERATELY omit some information.

For example:

• a special discount offer
• your own personal experience with the product
• comparison with other products
• references from satisfied customers

And then be sure to mention these as an extra MOTIVATING incentive in your next communication!

When You Should NOT Link to a Reseller Site

When you act as a reseller or agent for another company, which means that you receive commission for getting customer orders to the company, you will often be provided with your own personalised web site.

So does this mean that in your ads you can simply refer to that site ?

It does - but here's a better idea.

You should link instead to a page on your OWN site so that:

1. You can provide your own introduction to the product.

This can include

• additional detail not available in the advert
• your own personal experience
• a review of the benefits

2. You can provide links to your own particular business.

3. Your own site traffic statistics will indicate the response to your ad in addition to any stats provided for you by the company

4. You can submit the page to search engines.

And there's one final advantage: should the reselling operation be discontinued you can inform and divert visitors at your own web site, rather than have them visit a non-existent page.

You've written your sales letter and it's in the hands of your potential customer - in other words he has retrieved it from his Email or downloaded it from the web and he has just reviewed it OFFLINE and is interested.

Now comes the critical moment - when you want to get him ONLINE, onto the Net, visit your site and complete an order form.

But he doesn't do it. Why?

Because:

"Someone else is using the phone line"

"I only connect up once a day"

"I'll put it on my to-do list"

How do you overcome this inertia ?

You have to find that extra spur, that extra incentive to change the thinking of your reader from "interested" to "excited". You don't want to lose that precious moment.

How do you do this ?

Save for the very end the most enticing benefit that your product will provide, or mention an additional bonus.

BUT

Don't give a complete explanation. Provide an air of mystery. Explain that the full details are at your web site.

Sounds familiar?

Of course. We have all been attracted by well crafted sales letters to take that extra step.

There's no reason why you can't copy this method.