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Determine the Effectiveness of Your Sales Letters
So you've finally written your first sales letter. You introduced your product or service, outlined the benefits and features of the product or service, compared the product or service to your competitor's and developed a catchy closing that convinced readers to make a purchase. Maybe you even used some advanced copywriting tricks like using customer testimonials or offering a risk-free guarantee. But how do you know that all that hard work is paying off? If you have several advertising and marketing programs running at the same time, you won't know if your sales letter was worth the effort unless you keep track of the results. The first way to help keep track of your sales letter results is to keep a log of the sales letters you have sent out. If you have several sales letters being mailed in the same period, list each letter, the niche market it was targeting and the date it was mailed in a notebook or in your computer's word processing program. Before you mail each letter, place a code on the return envelope or within the letter that is specific to each individual letter. If you have three letters, you might mark them 'SL1,' 'SL2' and 'SL3' to help you keep track of the results. If you don't include a return envelope with your sales letter, use the code within the text of the letter and ask customers to refer to that specific code when ordering your product or service. For example, your sales letter may include a sentence that says, 'Please refer to discount code SL1 when placing your order.' When customers let you know that they are responding to a specific sales letter, make a note of that in your sales letter log. You might use a simple check mark each time the letter generates an inquiry. You can also include more detailed information such as response date, dollar value of sales generated from the inquiry and other sales tracking information. If a customer volunteers the information that a sales letter was persuasive and effectively led them to purchase your product or service, ask the customer what specifically helped them to make their decision. Ask the customer if the graphics were appealing, if the text was persuasive, or if the customer testimonials were convincing enough to sway the purchasing decision. If you have included a money-back guarantee or other risk-free offer within the sales letter, ask your customers how much of an influence this guarantee had on their decision to make a purchase. You can keep track of your customers' responses to these questions in your sales letter log and make note of what has worked and what has not. When you sit down to write your next sales letters, you'll know whether you need to liven up some of your boring text or stop using a certain promotional tool. If customer testimonials have been effective, you'll know to include them in your next letter. This is why keeping track of the results generated by each sales letter will help you to save time and boost sales. |
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