Mistake # 5: Benefit of the doubt

One of the oldest and most widely acknowledged 'rule' for writing letters that sell is, "Stress the benefits, not the features." Aside from technical products, where features are used to differentiate between products, benefits are what make things irresistible.

Far too many businesses stress the features of their product and don't even mention the benefits. Big mistake. Readers want to know how they will personally benefit from buying your product. What are they getting for the price you're charging? Be sure to focus on your customer and present her with benefits that fit in with her wants and needs.

Mistake # 6: No offers

I get asked by clients why their letter isn't pulling the desired response. One of the mistakes I see time and time again is that there is no incentive for the reader to respond. To be successful, your letter should include an appealing offer that would make it almost impossible for readers NOT to respond. You want them to act now, don't you?!

Mistake # 7: Out of action

Even if you do offer an incentive to respond, have you clearly explained what they potential customer should do next? Quite a number of letters go out without a 'call of action', so the reader never responds. Think about it, if they get to the point where they think, "Mmm, this looks interesting..." do you think they will go to the bother of hunting down how to place an order? Not many do, if any.

Mistake # 8: The proof of the pudding...

I never cease to be amazed by how many people don't bother to offer proof that their company is the one to do business with. Even if you have done a good job so far and managed to show how and why your product is the best one in the universe, today's highly skeptical marketplace means that you absolutely have to provide proof and come across as credible.

Mistake # 9: Risky business

Say you're targeting a couple of thousand prospective customers and you omitted to mention your guarantee (you DO have one, don't you?), the likelihood is that they will hesitate to do business with you. The risk might be too great. People need to be reassured that there will be no strings attached to purchasing your product, so give them reason to buy with confidence. Offer a guarantee or some other form of risk-reversal. Research shows that few people actually take up guarantees if the product or service is good enough.

Mistake # 10: Mind your language

One of the quickest ways to kill any response from your letter is to use weak, unimaginative and unconvincing language. A lot of letters posted through today's letterboxes are full of vague phraseology. They lack specifics, authority, creativity and, worse of all, there's no 'persuasive' copy. Using the right words and solid facts can dramatically increase your letter's success rate.

About The Author

Tracey "Word Doctor? Dooley of MediaMinister (www.mediaminister.co.uk) is a copywriter and editor who makes words sparkle as they sell! NEW! On 7 March 2006, she will be presenting her first session of her breakthrough email-based class entitled 'The Write Way to Business Success!' The e-course is based on years of expertise, working with 'giants' such as FilmFour and NEC and studying what works in business.? =====> Secure your place at http://www.mediaminister.co.uk/ecourse.htm.

© 2005 T Dooley Want to use this article on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it's due. You MUST include this resource box.