Dan S. Kennedy
I get nearly obscene amounts of money to advise entrepreneurs exclusively on Direct Marketing, and to craft sales copy and marketing systems for them. My current fees begin at $18,800.00 for consulting days, project fees range upwards from $100,000.00 to $1 million plus royalties, and over 85% of all clients stay with me for years. (Location 140)
If Billy fails to respond, you send him a second letter. And a third, fourth, fifth. With offers. And you put him on your newsletter list and send him your monthly newsletter. With offers. You enroll him in your six-week email “course” tied to your product or service. That’s follow-up. (Location 767)
What Does Follow-Up Look Like? (Location 786)
One great example of a good-natured sequence covering these three steps is in my book The Ultimate Sales Letter (Location 802)
Most great sales copy is written backwards, from the customer’s interests, desires, frustrations, fears, thoughts, feelings, and experiences, journeying to a revealing of a solution or fulfillment tied to your business. (Location 856)
Line breaks in ad copy matter. I’ve carefully picked the end words and start words of each line in the above headlines, so each line is a complete idea. (Location 873)
The second, closely related mistake is writing factually and “professionally” rather than emotionally, with enthusiasm, and conversationally, as you would tell somebody about your discovery. I don’t care if you are selling to Fortune 1000 CEOs in sky-high boardrooms or to Papa Bear in his mobile home in the trailer park, your best approach is to write like you talk, and like you and he would talk—and to infuse your writing with enthusiasm and with deeply emotional appeals. (Location 875)
friends. The third mistake is being timid or bland in your claims and promises. I did not, in the above examples, stop at far and straight or farther and straighter. I made it: farther and straighter than you ever have in your life. (Location 882)