This is gold…so make sure you read it to the end and be sure to share.
If you received a hand written addressed BIG letter with an asprin, a scratchie ticket, a coffee bag, a 20 cent coin, a comb, or a smiling ball in it… wouldn’t you want to know why?
You see, for any letter to work, it:
– Has to get opened
– Has to excite people enough in the headline and first paragraph and
– Has to be relevant to them
Which is why this little technique known as the ‘grabber strategy’ works so well with getting people to pay attention and take action on what you have to offer.
So how does something like an asprin, a scratchie ticket, a coffee bag, a 20 cent coin, a comb, or a smiling ball help you to improve your response rate?
First, it makes you hand written addressed package a little more bulky… which instantly arouses curiosity… and gets your letter to stand out from the rest.
Then the attached ‘grabber’ encourages people (out of curiosity) to read the first paragraph (which is half your battle).
So let’s have a look at how lets say, a mortgage broker (who helps people reduce their repayments) can ‘link’ these grabbers in their copy:
Headline: Is the cost of your monthly mortgage giving you a headache?
As you can see, I’ve attached an asprin to the top of this letter. Why have I done this? Basically there are two good reasons.
To start with, what I have to tell you is so important, I needed some way to ENSURE I grabbed your attention. Secondly, I wanted to show you how you could structure your mortgage to relieve this headache.
What about linking a 20 cent coin?
As you can see, I’ve attached a 20-cent coin to the top of this letter. Why have I done this? There are 2 simple reasons:
Firstly, I have something important to tell you and I wanted to make sure I got your attention.
Secondly, since what I have to say concerns how to pay off your mortgage years sooner, I thought a coin was particularly appropriate. Because if you structure your loan the right way, you could have thousands and thousands and thousands more of these coins in your pocket.
Then you need a story…
To keep it interesting and keep them reading tell them a “story.”
It could be the story of a client who was struggling. Or the story of someone who used your services and whose life was changed as a result. This is what is called social proof.
The idea is that the reader can identify with the person in the story, becomes involved enough to keep reading to find out what happened, and comes to the conclusion, “I’m just like that person, and there’s no reason I can’t have the same experience using this product.”
People especially love a rags-to-riches story. “He was poor (sick, lonely, etc.). Then he worked with me and now he’s healthy, happy, rich and sleeping at night.”
Some of the most effective sales pieces have taken this exact approach.
This is your opportunity to sell yourself and your services. Why are you an expert?
Why are you the one to provide the solution to the reader’s problem? Often a personal story about you makes for a very compelling sales piece.
Of course, the story isn’t really about you. It’s about the product or service and what it will do for the reader. So always bring it around to that. What is it about your product or service that is so unique and so much better than anything else out there?
Keep them guessing
It helps to add a touch of “intrigue”–you want the reader to feel compelled to keep going, wondering what great revelation is coming next.
Your task is to get the reader interested and keep him moving through the piece, all the way to the close. You don’t want to lose the reader along the way.
One method is to keep hinting at what’s about to be revealed, so the reader keeps following the “trail of crumbs.”
For example, maybe you want to make sure the reader stays engaged, so you keep him involved by saying, “Let me tell you about how this has helped many others, just like you, so you can understand the power of what is on offer to you here.” The add in client testimonials.
Do a Hansel and Gretel…
Think about structuring your letter around a series of subheads. The proper use of subheads acts like that “trail of crumbs” and pulls the reader along nicely. Before the reader sits down to read the piece word for word, he’ll likely flip through the piece and read the eye-catching subheads which, by themselves, will tell a story. If that story sounds related enough to the reader’s interests and goals, the motivation and desire will be there to read the entire piece.
Interesting stuff, isn’t it? Now go and apply this to the letters you send in your business. And let me know about the change in response you receive.