Sales Letter Template

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Call it old school, but a well crafted sales letter is still an amazingly powerful weapon in the war to attract more new clients. (That said, much of what I’ll be sharing is also applicable to a sales email.)

The key to writing a letter that actually gets read and acted upon depend on two things; Content & Tone. Let’s explore both of these in a bit more detail.

As I share in my free tutorial on how to write ...

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What makes a great sales story

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As those of you who have read my book Unique Sales Stories know, I’m a passionate believer in the power of sales stories.

The can inspire, motivate and for those of us whose focus is on marketing…we know that sales stories are one of the most powerful weapons in our quiver for differentiating ourselves from the competition and attracting more new clients.

In today’s video, Andrew Stanton, the filmmaker behind Toy Story and Wall-E, shares some excellent thoughts on how ...

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How To Use Sales Stories For Rapid Business Growth

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I wrote earlier about using stories for achieving rapid business growth and got a few email responses. Most of them raised a concern or being a bit uncomfortable about sharing too much personal information on their website or in their marketing materials.

It’s a valid concern so let me try to be helpful.

Ultimately, the only truly unique thing about us is…us. By that I mean that despite how talented we are, how good our service is, from a practical perspective, there ...

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How to be interesting

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Cheryl Tan’s article in today’s Wall Street Journal titled, A Houseguest’s Guide To the Perfect Thank You Gift, made an interesting point about what makes something interesting.

“I believe you can give somebody just a bag of potato chips, if it has a story-like-these potato chops started in this small Vermont town and were made by a grandmother and her grandson…”

Suddenly, the simple bag of otherwise boring chips becomes…interesting.

Which got me thinking about how each of us can make ...

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What This Trial Lawyer Can Teach You

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One of the most famous trial lawyers is Gerry Spence. When faced with a case in which the odds were against him…when there was little chance of winning…

he’d tell a story.

The key was that it would be an interesting story. One that was entertaining. A story that built an emotional connection with his listeners.

And the moment he created that, he’d connect the story to the point he wanted to make. Granted sometimes the connection was tenuous at best, but then ...

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Why Great Advertising Ideas For Small Business Often Fail

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One of the problems with most small business advertising ideas is that everyone in your niche is doing the same thing. I notice this to be true on everything from advertising, to websites, to sales letters.

Sure it takes a certain amount of guts to do something no one else in your market it doing, but that’s how you break out to the pack. Getting stuck in the middle is the easiest way to be ignored, and that’s one of ...

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Presentation to the Kettering Executive Network

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Thanks so much to David Jenson of the Kettering Executive Network for inviting me to speak this morning. I enjoyed sharing with the group the structure and the methodology for using sales stories in both one-2-one selling situations and for branding your company. I think it’s clear that stories are much more than a “soft” tool for persuasive communication. When used in a strategic manner, they enable us to overcome objections and build an emotional connection with our prospects and ...

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How stories get you on the first page of google

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I was talking with my friend Jeff Hopeck of Killer Shark Marketing about Google and it’s ever changing algorithm that determines which websites get on the first page.

The two main variables have historically been links and content. They’re both still important, but the emphasis is now heavily tilting towards content.

And not just any content.

Nope, unfortunately taking one article, blog post or twitter feed and just reposting it over and over again won’t get you high in the rankings. In ...

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Focusing on what’s important

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It’s easy to get seduced with technology, especially with the increased focus on social media.

But here’s something to keep in mind.

It’s not that you Twitter, Facebook, YouTube, or LinkedIn.

It’s what you say.

The key is to be interesting or at perhaps a bit controversial. Which means you shouldn’t be afraid to share information about who you are, how you came to do what you do. I’ve found that people are genuinely interested in the backstories of others.

Of the 8-12 stories I ...

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The Elevator Speech is a Dumb Idea

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Here’s a contrarian viewpoint. I believe that trying to develop an elevator speech, in which you attempt to summarize what you do in a single sentence, is an amazingly dumb idea. Lord knows, I’ve spent enough time working on one for myself and trying to develop them for clients.

Finally, it occurred to me that it was a complete waste of time.

Think about what’s typically developed.

Either it’s what I call the Yellow Page classification answer…”I’m a financial advisor”…accountant…butcher…baker…candlestick maker.” Exceeding ...

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