One of the biggest mistakes made by business people is operating with prejudice based on ignorance. In the crucial areas of sales and marketing, this mistake is made most often by neglecting the absolute most effective vehicle for obtaining new customers and reigniting the interest of existing ones. An important mentor of mine, Dan Kennedy calls it "writing your own check". This vehicle is known commonly as a sales letter.



Basically it is a salesman on paper that keeps working and working without the need for profit sharing or vacation days. There is nothing particularly special or unique about good advertising copy, except that it works. For more details you can visit at www.sale-trigger-generator.com The fact is that most businesses never make use of the power of good advertising copy in any form.

Failure to make use of the power of good advertising copy and it is noticeable in lost profits. Just so it is clear, there is no set "format" for a sales letter to work to create customers. No reason to worry. Take the attitude that even bad copy is close to your goal because there are very specific things you can do to make it good, fast.

To get started: Go to the nearest library and pick up a pile of magazines from the popular genres. The areas you are most interested in are sports, fitness, health, fashion, and entertainment. Pick a specific category within the genre and then a more general one. In the area of health and fitness, pick up Men's Health and then more specifically one dealing only with getting bulky through weightlifting. Read through them and focus on the ads.

You'll know the sales letters because they are usually full or half page, but not always. They frequently offer a free report if you contact them. Very often the focus is on the product or service and there is almost no mention of a company name. Trutfhfully, the big corporation advertisers you see during the final episode of Seinfeld or whatever, don't have a clue about sales letters or how to use them.

When you find really good sales copy you'll know it. You'll know it because it is interesting in that it makes you interested in the thing they are selling. Mark it with page tag and go get two or three of the previous issues of that magazine. If the ad is in there again, it is safe to say that it likely has been a success.

By way of comparison, the ads you see during a popular prime time show are focused on mass marketing of products to a generally large audience. They use things like talking horses and the like. Keep in mind that they usually have no clue of the effectiveness of their millions spent. That is not wise advertising. You can also visit at www.sales-letters-creator.com. They have the millions to spend. You must bring the general public who has never heard of you what the benefit of your product is and make it clear right away.

Rule #2 is to convey a unique benefit to your customer. The question to answer is: "Why should I be doing business with you and not others offering the same product or service?" What can you do for them? The ultimate question.

It has been written many times over about the power that a simple USP (unique selling proposition) can have for a business. Tom Monaghan, founder of Domino's pizza took a fledgling pizza joint in a college town (he lived in the back room at the beginning) by carving out special turf in the brutal market of pizza with: "Fresh Hot Pizza delivered in 30 Minutes or Less, Guaranteed".

That simple USP frankly brought the big boys to their knees and had those playing catch up.

But you might have noticed that having a powerful USP is strategy # 2. Where is strategy

It is the headline. The headline is the first thing that captures the reader's attention. It is vital. How to put together a good headline is a great topic for future discussions.