In the second paragraph, we go on to build the interest.
And that is we give some details about the product.
We introduce the product and some of the information.
This will help build interest.
We try to be clear, about whats good from the product
Whats good... and what the product can do to help you.
So let's look at some examples here.
You can see the paragraph is kind of long.
second paragraph, the second example also,
kind of long. Isn't it?
Why are they so long? Because they're telling a lot of details. They're
using this chance to build up the interest. So here, we introduce the
product. We tell what the product does. We give some features of the product:
It works 24 hours a day. It's hidden. There's no other product like it. Here, we have
another example here. And we say this has something really special. And this thing
has in-depth information. So these are the features, basically a list of
features. And when you give the list of features, what you're doing is you're
building the interest. So paragraph number two is: Tell the details of the
product; Try to stay interesting; and let the
person feel, "Yeah this is interesting. This is something that is good for me".
Now, of course, if the product is not related to me at all, you can tell me the
details, but I won't care. Right? So that's part of the key of sales
is: You cannot sell something to someone if they're not interested at all. Right?
You know I'm a man, you cannot sell a dress to me because I don't wear a dress.
Right? If you're a woman and I want to sell you a tie, it's not helpful
that I tell you all the features of a tie, because you're not going to buy if you
don't wear a tie. So you cannot you know do the impossible. But the idea is you
send sales letters to businesses or to customers, consumers, or businesses that
already have a chance to buy, or a chance to use your product. And so here
paragraph number two, you do your best to tell the details of the product
to build that interest. Okay, then we move on to paragraph number three. And
paragraph number three, we're going to encourage them, encourage the receiver to
buy, of course--to take action. Of course, the action should be to buy. So you need
to tell them what do they need to do in order to buy. And you need to make it
easy for them to respond or to get more information. And of course you can do
something extra, like maybe give a price discount, or a special sale price, or buy
one get one free kind of thing. So here in paragraph three, what we have is the
"define action" and also the "create the desire". That is "I'm interested now I
really want to spend my money and tell me how to do it"--C&D.
If we look at a couple of examples here, we can see that we're talking about the
product. And we go on to say the product is really good. And then look at this
piece here. Right here beginning, "Can you afford to pass up this chance? We are
making it even harder to pass up, by letting you in on a special introductory
offer. If you send us the enclosed order form, we will cut the theft-proof system
price by 25%." So there's the special offer. That special
offer is helping to C, create desire. "We cannot continue this incredible offer
for long". So it's limited, limited. Right? Now, inside
the letter, we may include some information. Or inside the email, we may
include a button, like click here, right? To buy or a link, an HTTP link maybe. And
you can go to the website and buy there. So that is the D-- define the action.
Let's look at this second example, here. So again, we say a couple of positive things.
We ask the consumer to maybe buy right away. And here, we give a 40% off. You see?
40% off. So that right there is helping to C, create a desire. Now, remember you
cannot do the impossible. If I give you 40% off, but you're not interested to buy
anyway, because you're not going to use the product, this doesn't help. But the idea
is, if someone is interested, if someone is interested than A, paragraph one, attract attention.
B, paragraph two, build the interest tell them the detail. And C, here, we create the
desire by maybe giving something special, like a sale price or a special offer.
Okay. Inside your book, there is a number of examples you can follow. And again
remember the letter format. Right up here, we have the heading.
And then down here, we have the opening. And down here, we have the body, and down
here, we have the closing. And the heading is who is this letter from. And the
opening is who is this letter to. And the
body is the information of course, in
this case, three paragraphs. And then the
closing is also who is it from.
Okay. Good luck with your sales.