And oldie but a real goodie, and not just about sales letters but an overall marketing philosophy. i was cleaning up an reorganizing my library shelves and cracked Dan Kennedy’s book open for the first time in decades and found my self re-reading it cover to cover again.
Kennedy makes the point that writing copy that sells is not a creative act as it is a mechanical process, adhering to formulas, a “pattern language” so to speak, and assembling essential component parts within a reliable framework. You don’t need to be a great writer to write good copy that helps sell.
In particular I like his “10 Smart Market Diagnosis and Profiling Questions” (and find it reminds me of some of the Sandler sales methodology too).
- What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling?
- What are they afraid of?
- What are they angry about? Who are they angry at?
- What are their top three daily frustrations?
- What trends are occurring and will occur in their businesses or lives?
- What do they secretly, ardently desire most?
- Is there a built-in bias to the way they make decisions? (Example: engineers = exceptionally analytical)
- Do they have their own language?
- Who else is selling something similar to their product, and how?
- Who else has tried selling them something similar, and how has that effort failed?