Page 185 - Duct Tape Marketing

Duct Tape Marketing

Because he identifies prospects with a need, demonstrates his
professionalism in his personal letter, and establishes some credibil-
ity, he gets through to more than 50 percent of those he writes and
sets one or two appointments each week using this strategy (www
.signaturestrategies.biz).

Your Sticky Sales Letter—Don’t Leave Home Without It

The very first advertising piece you must master is the sales letter. Your
sticky sales letter is always a work in progress, but it is also the founda-
tional piece for all of your advertising. To effectively launch your Duct
Tape Marketing lead generation system, you must write and test a sales
letter that generates enough leads to help move you toward your client
and revenue goals.

You will eventually adapt components of this letter to use in other
advertising vehicles and in other ad formats and mediums, but you
can’t pass Go without this tool. The reason for the emphasis on this
tool is fundamental. If you agree that direct mail is the most effective
way to target your suspects, then a sales letter is the most effective way
to turn those suspects into prospects and eventually into clients and
referral sources.

Sticky Sales Letter Formula
Your sales letter should contain an element from each of the following:
Headline. I’ve already covered this pretty thoroughly, but yes,

even your sales letter needs a headline.
Your headline is the ad for your ad. Your headline must scream,

“This letter is worth your time!” John Caples, who some consider the
best copywriter ever (that’s why the highest award a copywriter can
win is called a Caples Award), said this about headlines: “I spend hours
on headlines—days if necessary. And when I get a good headline, I

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