| Too many sales letters are shaped into paper | | | | you present your solution. First, describe |
| airplanes and flown into trash cans because | | | | the service you are recommending. A press |
| freelancers write sales letters that sell | | | | kit? Direct mail package? A series of ads?- |
| their services. These freelancers have never | | | | Tie it into the client's needs. The client |
| listened to the quietly- whispered secret | | | | may have a new product to promote; he needs a |
| that says their sales letters should sell | | | | low-cost marketing method that will produce |
| solutions, not services, to yield the best | | | | lucrative results.- Stress your uniqueness to |
| results.Solutions are jewels; they shimmer in | | | | undertake this task. Why you - and not |
| sales pieces.Prospects will peruse your sales | | | | someone else? What qualifications do you |
| letter if they discover you have a solution | | | | brandish and what type of specific results |
| (or solutions) to their existing or future | | | | have you achieved for similar businesses with |
| problem or problems.To write a | | | | the same type of problem?- Offer secondary |
| "solution-savvy" sales letter follow the | | | | solutions that also may work to solve the |
| copywriter's adage: write "client-centered" | | | | client's problem. These secondary solutions |
| copy. Zero in on the prospect, his business, | | | | also may be alternatives that the client's |
| his needs, his problems. Then pitch yourself | | | | competition is using; if this is the case, |
| as the freelancer who can fulfill his needs | | | | point out their weaknesses and emphasize why |
| and solve his problems. Crown your claims | | | | your primary solution is better.- SECRET #4: |
| with clients whom you've worked for and | | | | THE "CLIENT-CENTERED" CONSUMMATION.The |
| specific results you've achieved on solving | | | | closing of your sales letter should show the |
| similar problems.Here are four | | | | client that the benefits predictably outweigh |
| softly-whispered secrets to write a | | | | the costs. If the client is investing $6,000 |
| solution-savvy sales letter:- SECRET #1: | | | | for you to write a DM package, the client |
| FOCUS ON THE CLIENT'S NEED OR PROBLEM.As a | | | | doesn't just get a DM package; he receives |
| freelancer writing for this client's business | | | | exposure for his new product, generates new |
| and industry, you should know the type of | | | | leads and sales, targets specific segments of |
| needs and problems the client faces regularly | | | | his market, increases his company's profit, |
| - or could face in the future. Zero in on a | | | | etc.Secondly, recommend a call-for-action |
| specific need or problem that is hurting the | | | | schedule. Tell the client when you're |
| client's profitability or productivity. | | | | available, how long the project will take, |
| (Note: prospects are more motivated to | | | | and when he can expect it by.Here's a list of |
| contact you if you pitch yourself as a | | | | common solutions that clients often seek.Your |
| freelancer who has a solution to a present | | | | solution is the:least expensivebest valuemost |
| problem, rather than a future or potential | | | | reliablemost advancedYour solution offers:the |
| problem).- SECRET #2: FOCUS ON THE BENEFITS | | | | most flexibilitythe highest return for the |
| OF SOLVING THE PROBLEM OR MEETING THE | | | | client's investmentthe highest qualitythe |
| NEED.Tell the prospect what he and his | | | | most competent controls to measure |
| business can gain if his problem is solved. | | | | resultsYour solution saves timeYour solution |
| Usually, it means an increase in | | | | will produce the highest customer/client |
| profitability or productivity. Maybe both. | | | | satisfactionYour solution eliminates or |
| Also stress the possible consequences of not | | | | automates the most labor-intensive |
| taking action now to solve this problem.- | | | | operationsYour solution profits on new or |
| SECRET #3: WHAT IS THE SOLUTION?Here is where | | | | emerging trends© B. |