The Ultimate Sales Letter

by Kennedy, Dan S.

• ISBN13: 9781580622578
• ISBN10: 1580622577
• Edition: 2nd
• Format: Paperback
• Copyright: 2000-10-01
• Publisher: Adams Media Corp

Summary

This new edition has clear and dynamic examples that will help anyone write the ultimate sales letter. It will help readers target their customer base as quickly as possible and draw them in with Dan Kennedy's creative and inspiring graphic enhancement ideas at their fingertips.

Readers will find:
-- Dan Kennedy's 28 proven steps to a topnotch sales letter
-- Fill-in-the-blank headlines, with examples
-- Tips for improving readability
-- How to use bullets, lists, numbering, underlining, bold-facing, size and font style
-- How to use the "P.S". to their advantage
-- And so much more!

Table of Contents

Introduction to the First Edition	ix
SECTION I: BEFORE YOU WRITE A WORD...
What to Do Before You Start Writing	3	(8)
SECTION II: THE SYSTEM
Get ``Into'' the Customer	11	(8)
Get ``Into'' the Offer	19	(4)
Create a Damaging Admission and Address Flaws Openly	23	(4)
Get Your Sales Letter Delivered	27	(8)
Get Your Sales Letter Looked At	35	(4)
Get Your Sales Letter Read	39	(12)
Beat the Price Bugaboo	51	(16)
Review Winning Copywriting Techniques and Tactics	67	(12)
Write the First Draft	79	(2)
Rewrite for Strategy	81	(12)
Rewrite for Style	93	(6)
Answer Questions and Objections	99	(4)
Spark Immediate Action	103	(8)
The Creative P.S.	111	(2)
Check the Checklists	113	(2)
Use Graphic Enhancement	115	(4)
Rewrite for Passion! Edit for Clarity!	119	(8)
Compare Your Draft to Examples	127	(2)
Pretest	129	(4)
Bring Your Letter to Life	133	(2)
Change Graphic Enhancements	135	(2)
Edit Again	137	(2)
Mail a Mock-Up	139	(2)
The Cool Off	141	(2)
Get Second Opinions	143	(4)
Give It the Final Review	147	(2)
Go to Press	149	(2)
Mail!	151	(8)
Congratulations!	157	(2)
SECTION III: THE MOST VERSATILE SALES TOOL OF ALL	159	(16)
SECTION IV: THE MILLION-DOLLAR SALES LETTER SECRET: THE POWER OF A SEQUENCE	175	(8)
SECTION V: ``HIGH-TECH'' SALES LETTERS	183	(6)
About Contacting the Author	189	(2)
Recommended Books List	191	(2)
Index	193