If you want a BIG breakthrough with your promotions then here’s one way to do it.
It’s called The Illustrated Sales Letter. And hey, it’s nothing new. I’ve seen examples of Kennedy’s over 20 years old. I’ve been doing them for years as well.
One of Kennedy’s clients, Ted Thomas, is a master at this kind of letter. (You need to get a couple of Ted’s letters in your swipefile; they are brilliant.)
But we’ve got a couple of masters here in Australia too.
Dean Kennedy is one guy that springs to mind. His Direct Mail piece he did for Mal Emery recently makes you green with envy.
Bret Thomson is another copywriter that really gets it. The letter he wrote for my Master Class Home Study Pack is World Class and the results speak for themselves.
Point is; more folks should be using this technique.
So what is an Illustrated Sales Letter?
It simply means a sales letter that’s broken apart with graphics, drawings, graphs and the like. And no, I’m not talking about Magalogs; that’s a whole different kettle of fish.
Illustrated Sales Letters are still letters; they just contain elements that catch the eye that other standard sales letters lack.
So why are they so effective?
Well first up, understand people don’t want to read your letter. Your number one job is to keep them reading. (Think Joe Sugarman’s Greased Slide.)
- Open Loops
- Bullets & Fascinations
- Sub Heads
- Mixing up the tempo
- Smooth transitions
… Are just a few of things we do to keep them reading.
Yet there is one critical yet overlooked aspect of the sales letter that few people understand… and that’s how the letter looks.
If it’s one big chunk of type many folks just won’t read it. That’s why adding photos and graphs, illustrations and handwritten notes is so effective. It breaks up the copy, it’s easier on the eye, and done right it really breaks through the clutter and gets your reader’s attention.
I’ll be showing examples of this technique at my Sales Letter Writing Workshops. I may even post a few examples on this blog if you want to see them.
In the meantime, keep an eye out for examples of this technique… you can then see why it’s so effective.