out it had served its purpose because he took action based on what he did read.

4 – Make absolutely sure the ‘instructions’ on how to respond are clear and easy to find – even for the skimmer. Even a subhead as simple as 'What to Do Now' or 'How to get Your…' is enough to draw them in at the right point.

Be careful about what you 'instruct' him to do. Remember people don’t like forms – telling him to "fill in the form" may be regarded as hard-work by some. Make it easy – ask him to "pop your detail

In a recent consultation a client, who is a business owner, asked questions about writing compelling letters and adverts.

In this third article he expressed concern about the effectiveness of long Sales Letters …

QuestionAlthough I've been writing these types of letter (long, direct response letters) for some time now I'm always being told "People don't have time to read long letters."

Even my engineers say "they don't read these long letters, you know!" although it does make you wonder how they know about my offer. Even so, I sometimes worry about long letters and 'people not having time to read them'. How do you get over this concern?

Answer My first point is – are you getting results?

"Yes, we are increasing sales and getting a better quality of response as well."

It just shows that long letters do work, but let's look at how they work for you…

1 – Only write to people who have expressed, or you have strong reasons to believe, are interested in what you have to offer. Talking about your prospect and something that interests them is always fascinating to your reader. If it is relevant they read your letter – certainly enough to make a decision.

2 – Your most interesting, though-provoking, benefit laden, action compelling points must be on your first page. Your challenge is to get your reader on to the 2nd page. Check your letter – is your exciting offer or compelling argument buried on page 3 or 4? If so, your reader won’t reach it. Re-structure your letter so it is on the first page.

3 – Use your sub-heads to re-capture the interest of the person skimming through. Remember your prime reason for writing is to get your prospect to respond to your offer. If he (or she) does that without reading the whole of the letter – it doesn’t matter.

Some people skim, pick up the essence from your sub-heads, read snatches they think are relevant and decide. Others read every, single word. Your letter can satisfy both styles of reader.

I recently had a conversation with a new client who said, "I received your letter, it was very long, to be honest I only skimmed through and got the gist of what you’re offering" – as I pointed out it had served its purpose because he took action based on what he did read.

4 – Make absolutely sure the ‘instructions’ on how to respond are clear and easy to find – even for the skimmer. Even a subhead as simple as 'What to Do Now' or 'How to get Your…' is enough to draw them in at the right point.

Be careful about what you 'instruct' him to do. Remember people don’t like forms – telling him to "fill in the form" may be regarded as hard-work by some. Make it easy – ask him to "pop your details

ry about long letters and 'people not having time to read them'. How do you get over this concern?

Answer My first point is – are you getting results?

"Yes, we are increasing sales and getting a better quality of response as well."

It just shows that long letters do work, but let's look at how they work for you…

1 – Only write to people who have expressed, or you have strong reasons to believe, are interested in what you have to offer. Talking about your prospect and something that interests them is always fascinating to your reader. If it is relevant they read your letter – certainly enough to make a decision.

2 – Your most interesting, though-provoking, benefit laden, action compelling points must be on your first page. Your challenge is to get your reader on to the 2nd page. Check your letter – is your exciting offer or compelling argument buried on page 3 or 4? If so, your reader won’t reach it. Re-structure your letter so it is on the first page.

3 – Use your sub-heads to re-capture the interest of the person skimming through. Remember your prime reason for writing is to get your prospect to respond to your offer. If he (or she) does that without reading the whole of the letter – it doesn’t matter.

Some people skim, pick up the essence from your sub-heads, read snatches they think are relevant and decide. Others read every, single word. Your letter can satisfy both styles of reader.

I recently had a conversation with a new client who said, "I received your letter, it was very long, to be honest I only skimmed through and got the gist of what you’re offering" – as I pointed out it had served its purpose because he took action based on what he did read.

4 – Make absolutely sure the ‘instructions’ on how to respond are clear and easy to find – even for the skimmer. Even a subhead as simple as 'What to Do Now' or 'How to get Your…' is enough to draw them in at the right point.

Be careful about what you 'instruct' him to do. Remember people don’t like forms – telling him to "fill in the form" may be regarded as hard-work by some. Make it easy – ask him to "pop your detail

g to your reader. If it is relevant they read your letter – certainly enough to make a decision.

2 – Your most interesting, though-provoking, benefit laden, action compelling points must be on your first page. Your challenge is to get your reader on to the 2nd page. Check your letter – is your exciting offer or compelling argument buried on page 3 or 4? If so, your reader won’t reach it. Re-structure your letter so it is on the first page.

3 – Use your sub-heads to re-capture the interest of the person skimming through. Remember your prime reason for writing is to get your prospect to respond to your offer. If he (or she) does that without reading the whole of the letter – it doesn’t matter.

Some people skim, pick up the essence from your sub-heads, read snatches they think are relevant and decide. Others read every, single word. Your letter can satisfy both styles of reader.

I recently had a conversation with a new client who said, "I received your letter, it was very long, to be honest I only skimmed through and got the gist of what you’re offering" – as I pointed out it had served its purpose because he took action based on what he did read.

4 – Make absolutely sure the ‘instructions’ on how to respond are clear and easy to find – even for the skimmer. Even a subhead as simple as 'What to Do Now' or 'How to get Your…' is enough to draw them in at the right point.

Be careful about what you 'instruct' him to do. Remember people don’t like forms – telling him to "fill in the form" may be regarded as hard-work by some. Make it easy – ask him to "pop your detail

through. Remember your prime reason for writing is to get your prospect to respond to your offer. If he (or she) does that without reading the whole of the letter – it doesn’t matter.

Some people skim, pick up the essence from your sub-heads, read snatches they think are relevant and decide. Others read every, single word. Your letter can satisfy both styles of reader.

I recently had a conversation with a new client who said, "I received your letter, it was very long, to be honest I only skimmed through and got the gist of what you’re offering" – as I pointed out it had served its purpose because he took action based on what he did read.

4 – Make absolutely sure the ‘instructions’ on how to respond are clear and easy to find – even for the skimmer. Even a subhead as simple as 'What to Do Now' or 'How to get Your…' is enough to draw them in at the right point.

Be careful about what you 'instruct' him to do. Remember people don’t like forms – telling him to "fill in the form" may be regarded as hard-work by some. Make it easy – ask him to "pop your detail

out it had served its purpose because he took action based on what he did read.

4 – Make absolutely sure the ‘instructions’ on how to respond are clear and easy to find – even for the skimmer. Even a subhead as simple as 'What to Do Now' or 'How to get Your…' is enough to draw them in at the right point.

Be careful about what you 'instruct' him to do. Remember people don’t like forms – telling him to "fill in the form" may be regarded as hard-work by some. Make it easy – ask him to "pop your details onto the enclosed request, slip it into the envelope supplied and post today."