One tip: Be sure the testimonials are specific. “I liked the book”
isn’t as strong as “The chapter on negotiation helped me land a
contract for $39,000!”
How do you get testimonials? Ask for them from people who
have used your product. If they don’t want to write one, write it for
them and have them sign it.
Another way to be sure to gain your readers’ trust is to offer a
solid guarantee. Fact is, without a guarantee, few—if anyone—will
order what you are selling or believe what you are saying.
REMIND THEM OF THE PROBLEM AND YOUR SOLUTION
Before you end your letter, remind your readers that they have a
problem. Use that emotional appeal I mentioned earlier. Say, “If
you’re tired of receiving rejection slips, order my book today and
put an end to your frustration.”
Murray Raphel, co-author ofThe Great Brain Robberyand The
Do-It-Yourself Mail-Order Handbooksays fear is a great motivator.
I don’t encourage you to frighten people into seeing things your
way, but I dosuggest you gently remind your readers that they have
a problem and you have a solution.
ADD A P.S.
Think about it. When you receive a letter—any letter—what do
you read first? The P.S. We all do it. Studies show that the postscript
is themost often read and first read part of any letter.
Your P.S. is your chance to state your strongest point, or to offer
your guarantee, or to mention just how wonderful your product is.
You might want to put your heaviest ammunition into your P.S.
because it’s the section people will read first andlast—and the one
they’ll remember longest.
BE VISUALLY ATTRACTIVE
This means use short paragraphs, dialogue when appropriate, bul-
lets, and wide margins (a staggered right margin aids readability,
by the way).
How to Persuade Readers to Your Side