Your cover letter is not your memoir. Consider this example:. Much better: Your requirement for a top-performing sales agent is a superb suit to my three-year history as a top-ranked, multimillion-dollar manufacturer. A cover letter is a sales letter that offers you as a candidate. Winning cover letter pointers consist of highlighting your leading accomplishments or creating subheadings chosen from the task posting.
I use: Five years of public talking experience and a comprehensive history in executive-level record. Your advertisement defines: The demand for a strong computer system background. I supply: Effectiveness in all MS Workplace applications with added proficiency in site growth as well as style.
If your cover letter surpasses one web page, you may be putting viewers to sleep. The individual reviewing your letter might be assessing hundreds of letters for lots of various tasks. Remember to update the firm, task and also get in touch with details if Mr.
Jones is attended to as Ms. Smith, he will not be thrilled. When possible, put your future in your own hands with an assurance to subsequent. Because it addresses the fear of loss. Whatever product or service you are selling you need to position it so that its benefits provide one or more of these universal motivations.
The product or service is just a vehicle to providing these benefits so make sure your sales letter focuses on these motivational factors. Assuming the reader has opened your envelope, the next step is to get their attention. The opening headline is the first thing that your reader will look at. People have a very short attention span and usually sort their mail over the wastebasket.
The following are three headline generating templates that are proven to get attention. People love to know how to do things. Knowledge is power and those who have it feel powerful. Remember that people are motivated by fear of loss more than the promise of gain? People are such strong creatures of habit that we rarely change our ways unless we feel great amounts of pain.
In fact, companies are no different. Most businesses trudge along doing the same old thing until things get so bad that they have to make a change. Finally, you find it only to scratch your new front door up trying to find the keyhole. Exhausted, you get inside and plop down on the couch just when you remember your car is still running in your driveway…. In this scenario the problem was a faulty garage door opener and the agitation is all the terrible things that happen because of the faulty garage door opener.
As I already stated, people are interested, not so much in you, or even your product or service, but what it will do for them. Get a piece of paper and draw a line down the center of the paper. Now write all the features of your product or service on the left. Think about the obvious benefits and not-so-obvious benefits of the each feature and write them down on the right side of the paper. For example, a hot tub not only soothes and relaxes your muscles but it also gives you an opportunity to talk to your spouse without interruptions.
The hidden benefit is greater communication with your spouse and ultimately a better marriage! Bullet point each benefit to make it easier to read.
Think about every possible benefit your reader may derive from your product or service. In many cases, people will buy a product or service based on only one of the benefits you list.
To build your credibility and believability present your reader with testimonials from satisfied customers. Testimonials are powerful selling tools that prove your claims to be true. To make your testimonial even more powerful include pictures of your customers with their names and addresses at least the city and state. You might even ask if you can use their phone number.
It demonstrates that you are real and so are the testimonials. Your offer is the most important part of your sales letter. A great offer can overcome mediocre copy but great copy cannot overcome a mediocre offer. Your offer should be irresistible. Your offer can come in many different formats. The best offers are usually an attractive combination of price, terms, and free gifts.
For example, if you were selling a car your offer might be a discounted retail price, low interest rate, and a free year of gas. Hint: When developing your offer you should always try to raise the value of your offer by adding on products or services rather than lowering your price. Include vivid explanations of the benefits of the additional products or services you are offering in order to raise the perceived value of your offer.
To make your offer even more irresistible you need to take all the risk out of the purchase. Remember, that people have a built-in fear that they are going to get ripped off. Give the absolute strongest guarantee you are able to give. I will not give your money back? When was the last time you asked for a full refund on something?
Actually, you get double protection. This virtually eliminates all the risk for the buyer. When people read the reason why, it will help them reconcile your irresistible offer in their mind and make it more believable. Most people take their time responding to offers, even when they are irresistible. There are many reasons why people procrastinate on investing in a solution. The following are just a few:. To motivate people to take action they usually need an extra incentive.
Remember when I said that people are more motivated to act by the fear of loss rather than gain? When people think there is a scarce supply of something they need they usually rush to. You can create a feeling of scarcity by telling your reader that either the quantity is in limited supply or that your offer is valid for only a limited time period. One word of caution: If you make an offer you need to live up to it.
If you go back on your word after the deadline date you will begin to erode the trust and confidence your customers have come to expect from you. Do not assume that your reader knows what to do to receive the benefits from your offer.
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