Sales Letters That Sell [Paperback]

Laura Brill (Author)

Book Description

Publication Date: June 16, 1997

A good sales letter is a money-making tool that can make all the difference between closing a sale and losing a sale. And the secret to an outstanding sales letter is to write as though you were talking. This lively book shows salespeople at all levels how to achieve a conversational tone that makes readers comfortable -- and receptive -- to their message.

In clear, concise language, Brill teaches salespeople how to:

- "speak" their prospect's language

- use the opening to capture attention

- keep sentences and paragraphs short and punchy

- motivate the prospect to act -- now!

- quickly mention the benefits that interest the prospect

- avoid language that's fancy-sounding, stilted, legalistic, or parental.

The book also provides 50 sales letter "makeovers" -- a series of before-and-after letters that show salespeople how to turn a dud into a dazzler!

Editorial Reviews

Amazon.com Review

Even some of the very best salespeople sometimes find that their powers of persuasion, which work well in person, fail to translate properly to the written word. Sales Letters That Sell, by business communication consultant Laura Brill, offers step-by-step instructions for solving that shortcoming by showing how to compose merchandising correspondence in a conversational tone that will "put prospects at ease, making them more comfortable--and more receptive to the pitch." Plenty of sample documents are included, as is an appendix detailing common grammar mistakes, techniques for improved proofreading, troublesome words, and useful facts.

Review

Sales Letters That Sell shows salespeople how to transfer their verbal verve into winning writing and create sales letters that sell persuasively. The key to composing effective sales letters is to write as if you are talking. Sales Letters That Sell grabs the readers attention, gets to the point immediately, and provides essential information up front, opening with a discussion of outdated (but still often used) grammar and language styles that are guaranteed to produce stiff, unfriendly letters and turn readers off instantly. Sales Letters That Sell moves on to profile the likes and dislikes of today's customer. In a lively, humorous writing style that makes the dry subjects of grammar and usage entertaining, Sales Letters That Sell covers all the basic techniques such as writing captivating openings, shortening sentences and paragraphs, minimizing hype, focusing on customer benefits, zeroing in on customers' prime motivators, and much more. Included are fifty "before and after" examples that demonstrate exactly what is needed to transform a loser letter into a winner. Sales Letters That Sell is further enhanced by a quick-reference appendix containing fifteen common grammar mistakes, proofreading tips, and helpful transition phrases. Highly recommended! -- Midwest Book Review

Product Details

• Paperback: 208 pages
• Publisher: AMACOM (June 16, 1997)
• Language: English
• ISBN-10: 0814479456
• ISBN-13: 978-0814479452
• Product Dimensions: 8.9 x 6 x 0.6 inches
• Shipping Weight: 12 ounces
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #2,229,196 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars Very useful book, March 16, 2001

By 

Renata (Lithuania) - See all my reviews

This review is from: Sales Letters That Sell (Paperback)

For me, as a beginner in sales and non-English native speaker, this book helped me quite a lot in writing sales letters to new customers. Before I knew only old-fashioned, boring phrases. And now I see that I improved quite a lot (especially when I am comparing them to my colleagues' who are still using the old style.)