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JamesinLA Inner circle Los Angeles 3400 Posts |
Does everyone adhere to the long sales letter concept? Where you have letters that run 5 pages long? I'm about to send out a 500 piece mailing and I am still deciding which way to go on this. The short sales letter would be about 2 pages long. Both use double sided printing. Thanks.
Jim
Oh, my friend we're older but no wiser, for in our hearts the dreams are still the same...
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magicofCurtis Inner circle Los Angeles 2545 Posts |
I have had the best results in postcards... So I would say shorter the better....
Curtis Lovell II
http://www.CurtisLovell.com http://www.MagicofCurtis.com www.facebook.com/curtislovellii Los Angeles, California - U.S.A. |
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Christopher Starr Inner circle Heart of America 1850 Posts |
Jim:
I'm with Curtis on this one. In order to get that 2-5 pages letter read, your envelope has to be compelling enough to be opened in the 1st place. That means that a high percentage of your mailings are going to sail, unopened, into the trash can. With a postcard, I feel like you at least get a shot at getting the recipient's attention, as they glance at it front and back, as it then sails toward the trashcan. It might sound cynical, but I am a realist, and I understand going in that direct mail typically offers a very low response, and is but one part of a broader, comprehensive promotion campaign. So I would suggest using a postcard with a great teaser, eye catching pitch, and save the sales letter for your website. My 2¢ Chris |
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Bradley Roberts Elite user Las Vegas 413 Posts |
Yes sometimes less is more. If your are sending the a company put a promo pack together that may include a video clip. Short letter and promo video would say a lot more.
B-Rad "The Kids Magician"
Brad Kids Magic Website "A child's smile is one of life's greatest blessings." |
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Neale Bacon Inner circle Burnaby BC Canada 1775 Posts |
I agree. I know there are those selling marketing stuff that say you should send out these huge letters, but people will not read through all that stuff. I usually send a flyer and maybe a cover letter, along with my brochure and a couple of business cards. It all fits in a #10 envelope.
Neale Bacon and his Crazy Critters
Burnaby BC Canada's Favourite Family Ventriloquist www.baconandfriends.com |
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MagicalArtist Veteran user Hobart, Indiana 378 Posts |
Quote:
On 2008-09-01 17:06, Christopher Starr wrote: Aside from the long/short letter issue, the way to get your envelope opened is to make it look like personal mail. Use a real stamp, use no logo or business designation on the return address, print the mailing address directly on the envelope (no labels) and use your mail merge program to customize the salutation/mailing address at the top of the letter. Of course this doesn't guarantee that the letter will get read, but at least it will be opened. |
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TheDean Inner circle Reno, Nevada 2164 Posts |
The answer is…
“What Ever It Takes” for your target audience. Most know I am NOT an advocate for either long OR short. I am an advocate for WHAT WORKS and What Is Necessary To Get The Job Done Properly! HERE are some real and recent examples: Doing What WORKS… Like It Or Not! WHO Says Sales Letters Don’t Work? RESULTS Update… IF you have really well defined your target, and you KNOW “who they are” and "what they want, need and desire", simply do what it takes to communicate the solution you have to provide that is in their best interest. SURE it’s WORK… this is why it is called showBUSINESS. There is no “magic bullet” answer to your question other that “Do What WORKS, and What NEEDS To Be Done!” You gotta do your homework and it NOT ‘all done for you’ no matter who’s information you have. Marketing (inside or outside of ‘magic’, regardless) has never been about “OUR” own personal ‘feeling or comfort’, or even our own ‘guesswork and opinion’, it is always about what is proven to be effective and get’s real results! …if you hope to be successful that is. (THAT is for each-one to decide for themselves.) Think about it… you would NEVER go into a ‘sales/influence’ type of live meeting with your relationship and summarily STOP yourself mid-sentance from talking up-to 433 words JUST because you got to that pre-determined 433 words! That would be success suicide! Is THAT is what is being suggested here? STOP cuz they will not listen to it all??? IF that is the case, it is NOT the communication (letter, in this case) that needs to be looked at, it is the letter writer. They will NOT read something that is boring and has no real value or interest to THEM! (the reader) THAT is “NOT” the fault of the “READER”! You communicate “until” you have satisfied your buyer with all the appropriate solutions information and THEY are satisfied with the answers THEY want need and desire in an interesting and engaging way TO THEM! Mail is the same thing… “when done correctly”! (HERE in lies the big problem.) I use all sorts, sizes, forms of marketing outreach and communications to assist and support my highly refined target buying relationship. So “Regardless of how we ‘FEEL’, or what our ‘opinions’ are about long, short, live, video… “what-ever”, then you simply discover, based on your highly targeted audience how THEY wish to be communicated to and DO THAT. By the way, is there ONE “perfect answer”? Of Course NOT! And THAT is the POINT! – Whoo Hoo! I am at your service and In HIS Service, Deano (doing what works) in Reno <><
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success! "Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…" (*Marketing Doctor) |
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Donald Dunphy Inner circle Victoria, BC, Canada 7563 Posts |
Test, and see what works for you. I've had success both ways.
I've seen long-form lead generation letters, and short-form lead generation letters. I've seen long-form sales letters, and short-form sales letters. Also, remember that sales letters are different from lead generation letters. Sure, some marketers send sales letters right up front, as a form of lead generation. Sometimes that works, and sometimes it doesn't. I would venture a guess from most of the earlier responses, people were talking about lead generation letters, when Jim asked about sales letters. So the question comes back to Jim. Are you asking about a lead generation piece, or a sales letter? And, what do you want the letter to do for you? - Donald
Donald Dunphy is a Victoria Magician, British Columbia, Canada.
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JamesinLA Inner circle Los Angeles 3400 Posts |
Thanks, everyone!
Donald, exactly: I am asking about sales letters. The market is school assemblies. Educational shows. I am about to send out a big (big for me) mailing and I want to generate sales with it. I want schools calling me up to book assemblies. Jim
Oh, my friend we're older but no wiser, for in our hearts the dreams are still the same...
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Donald Dunphy Inner circle Victoria, BC, Canada 7563 Posts |
Just to clarify terminologies, in case some aren't following.
A marketer typically sends out a lead generation mailing, such as a postcard, letter, flyer, brochure with cover letter, etc. Sometimes the lead generation is not a letter, but an ad, or a website, or a showcase performance, or a booth at a tradeshow. Most times the lead generation mailing is brief, but sometimes it is longer. The response to that, is that interested prospects "raise their hand", and call for more information (or fax, or email, or write). At that point, you can go through information on the phone (or a live visit), or send a sales letter, or do a combination of the two actions to try and book the show. That is one "system" (we'll call that one the first system). Another "system" (we'll call this one the second system), is to send the suspect a sales letter right up front, with all of your show information, including rates, etc. This is typically a longer letter. You are selling at this point, not just doing lead generation. You send this to all of your suspects, even if you don't know they are interested. Different systems work in different circumstances, and you have not only do what works, but what you are comfortable with for your business. It's about preferences, and hopefully, intentional strategies. For example, by sending the sales letter right up front (the second system I mentioned), you will likely only hear back from those absolutely ready to book. Those that have any price objections aren't likely to call at all. However, you will likely hear back from less people than the first system. If you use the first system, the prospect who responds doesn't necessarily know what you are going to charge. You sometimes are able to build rapport over the phone through back and forth interaction, find out their specific needs, tailor solutions, and have a greater chance of persuading them if price was an objection, after you've quoted it. But, you will still encounter some that you try to sell, who don't buy. With the second system, you don't encounter those people, because they never respond in the first place. With the first system, it typically costs you less money to reach more people, because you aren't paying for longer letters up front. Of course, things like sending to a specific, qualified name vs. sending to a title, etc. make a difference. Another thing that makes a difference is the timing of your offer. And, also if the lead generation letter, or the sales letter, is well written (does it really work?) - Donald P.S. Some quick definitions: A suspect is someone that the marketer suspects might be interested. A prospect is someone who has expressed interest in your services. A customer is someone who has hired, or is now hiring your services. A client is a repeat customer. You are trying to convert each person to the next level up.
Donald Dunphy is a Victoria Magician, British Columbia, Canada.
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TheDean Inner circle Reno, Nevada 2164 Posts |
Quickly... just to be clear again... I am NOT advocating either way, but rather for WHAT WORKS for each case scenario.
I use about equally as much short as I do long. As we have said... TEST, Test, test and see what WORKS for each! Gotta go... Dean <><
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success! "Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…" (*Marketing Doctor) |
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mormonyoyoman Inner circle I dug 5,000 postholes, but I have only 2440 Posts |
I advocate neither short nor long letters. I suggest typing them upside-down.
*jeep! --Grandpa Chet PS: Come to think of it, make your phone calls upside-down too.
#ShareGoodness #ldsconf
--Grandpa Chet |
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TheDean Inner circle Reno, Nevada 2164 Posts |
Hehehehehehe!
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success! "Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…" (*Marketing Doctor) |
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Beaudini Magic Loyal user Ohio 259 Posts |
JamesinLA:
I would positively, without a doubt, recommend a short sales letter. One page, professionally written, with correct grammar, spelling and punctuation. I work for a well-established marketing and advertising agency that represents clients ranging from local businesses to fortune five hundred companies. We've got a lot of experience with Direct Marketing, and I believe that the is the reality... The last thing someone wants to read during their busy day, is a unsolicited, long sales letter from a magician. By limiting your letter to three to four solid paragraphs, the odds of it getting read are much greater. With most DM pieces, you are lucky to get a 1% response rate. We've designed and mailed millions of postcards, sales letters and other DM pieces, and by following these guidelines we have gotten a 10% response rate or higher. MagicalArtist is also correct. For a mailing like yours, personally addressing the envelopes and using a real stamp will also increase the liklihood that your letter is going to be opened. Finally, if you are mailing these letters to professionals, cut out the flowery magician's language and other puffery, and deliver the professional message they need to hear -- Your features, advantages and benefits. This is just my opinion, but I believe that this is what will work the best for you. Just something to think about. I am Your Friend in Magic, Beau Alexander
-Beau Alexander
"Make the Path, Others will Follow" |
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Donald Dunphy Inner circle Victoria, BC, Canada 7563 Posts |
I think I might not have been clear enough on one point I was trying to make earlier.
A lead generation letter is a letter without rates in it. A sales letter is a letter with rates in it. Jim is asking about sending a sales letter (a letter with rates in it) to his entire list of suspects. Some marketers do this, at times, and just skip the lead generation letter. Many on this thread are making comments about lead generation letters, not sales letters. - Donald
Donald Dunphy is a Victoria Magician, British Columbia, Canada.
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millste Regular user 123 Posts |
Clearly a short sales letter is better, people will throw out anything more than 1 page especially these days when most are overworked and underpaid.
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TheDean Inner circle Reno, Nevada 2164 Posts |
Really Josh?
Based on what real "Proof & Testing" other than personal opinion and feelings do you say such a thing? Just asking since we are looking for "what works" versus what is guesswork, theory and conjecture here. Certainly it perfectly ok to have "feelings and opinions", (Party On!) and it is also good to be able to prove what actually WORKS rather than what we ‘think’ may work. (...that is, if the TRUTH is what we are after here.) Like I said, just asking cuz I wanna know. (We Cool... just asking.) I am at your service and in HIS Service, Deano (knows what works based on real RESULTS) in Reno <><
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success! "Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…" (*Marketing Doctor) |
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millste Regular user 123 Posts |
Just my opinion for our business, not fact.
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Dustin Baker Inner circle California 1006 Posts |
James,
Great advice all over the place here, so I'll make this short. Restaurants: When I send out a "feeler" (unsolicited mailings to a targeted group) I send no more than an 8x10 and a page and a half of basic info, and I send it in a catalog envelope so nothing needs to be folded. Grand Openings/Trade Shows: An 8x10, general info letter, and a DVD with a short promo video (currently being re-worked). I think about sales copy like an internet post. It can be the most informative post in the world, but if it's too long it intimidates the person out of reading it.
Think inside the box. . . it's less crowded.
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Jay Jennings Veteran user Scottsdale, AZ 332 Posts |
Test, of course. That's the only way to know for sure for your market.
However, until you've tested you have to send out *something* and when I'm in that boat I go long over short. Why? Because some people will need more info, not less, to become comfortable with the idea of going ahead with the sale (booking you). The people who need 5 pages won't get it with a 2-page letter -- but the people who only need 2 pages will *still* get that with a 5-pager. Know what I mean? As long as your letter isn't boring, being too long shouldn't be a concern. Jay Jennings
Mystery arts articles and thoughts: https://ExclusiveMagic.com
Free video crash course for numerology readings: https://LoShuNumerology.com |
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