4 Softly-Whispered Secrets to Write A Solution-Savvy Sales Letter to Turn Prospective Clients into Paying Clients
by Brian Konradt
Too many sales letters are shaped into paper airplanes and flown into trash cans because freelancers write sales letters that sell their services. These freelancers have never listened to the quietly- whispered secret that says their sales letters should sell solutions, not services, to yield the best results.
Solutions are jewels; they shimmer in sales pieces.
Prospects will peruse your sales letter if they discover you have a solution (or solutions) to their existing or future problem or problems.
To write a "solution-savvy" sales letter follow the copywriters adage: write "client-centered" copy. Zero in on the prospect, his business, his needs, his problems. Then pitch yourself as the freelancer who might
fulfill his needs and solve his problems. Crown your claims with clients whom youve worked for and distinctive results youve achieved on solving similar problems.
Here are four softly-whispered secrets to write a solution-savvy sales letter:
SECRET #1: FOCUS ON THE CLIENTS NEED OR PROBLEM. As a freelancer writing for this clients business and industry, you should understand
the type of needs and problems the client faces regularly or could face in the future. Zero in on a clear-cut absolutely need or problem that is hurting the clients profitability or productivity. (Note: potential buyers
are more motivated to contact you if you pitch yourself as a freelancer who has a solution to a present problem, rather than a future or potential problem).
SECRET #2: FOCUS ON THE BENEFITS OF SOLVING THE PROBLEM OR MEETING THE NEED.
Tell the prospect what he and his business can gain if his problem is solved. Usually, it means an increase in profitability or productivity. Maybe both. Also stress the possible consequences of not grasping
action now to solve this problem.
SECRET #3: WHAT IS THE SOLUTION? Here is where you present your solution. First, describe the service you are recommending. A press kit? Direct mail package? A series of ads?
Tie it into the clients needs. The client might
have a new merchandise
to promote; he needs a low-cost selling
method that will produce lucrative results.
Stress your uniqueness to undertake this task. Why you and not someone else? What qualifications do you brandish and what type of targeted results have you achieved for similar businesses with the identical
type of problem?
Offer secondary solutions that also can work to solve the clients problem. These secondary solutions also could be
alternatives that the clients competition is using; if this is the case, point out their weaknesses and emphasize why your primary solution is better.
SECRET #4: THE "CLIENT-CENTERED" CONSUMMATION. The closing of your sales letter should show the client that the benefits predictably outweigh the costs. If the client is investing $6,000 for you to write a DM package, the client doesnt just get a DM package; he acquires exposure for his new item, generates new leads and sales, targets defined segments of his market, increases his companys profit, etc.
Secondly, recommend a call-for-action schedule. Tell the client when youre available, how long the project will take, and when he may expect it by.
Heres a list of common solutions that clients almost always
Your solution is the:
Your solution offers:
the most flexibility
the highest return for the clients investment the highest quality
the most competent controls to measure results Your solution saves measure
Your solution will produce the highest customer/client satisfaction
Your solution eliminates or automates the most labor-intensive operations
Your solution profits on new or emerging trends
Brian Konradt is a former freelance copywriter and graphic designer, and founder of FreelanceWriting.Com (http://www.freelancewriting.com), a costless internet page
to help writers master the business and creative sides of freelance writing.