The Closing

The Closing

This is where you ask the reader to do something,
like order your product/ service or join your business
etc. You must make it easy for the reader to contact
you. Provide a form, a toll free phone number, an e
mail link, your URL or even your blog site, and make
sure they actually work. Test them first before
sending the letter.
32
Close with thanks for their time and consideration. Many Internet marketers
say save the best for last and put it in a PS. For instance, if you order before
XXXX date, you'll get a free web banner. Actually, this kind of information is
likely best put in the beginning of your letter, right after the unique selling
point/benefits area. It provides more incentive for the reader to keep
reading. More initiative to keep reading to find out the benefits. Leaving the
cost savings or free goodies until last is darn close to being a bribe. Not to
mention the fact that if you don't grab them with the first 7 to 10 seconds,
and that means putting your heavy artillery in the opening, you could lose
them.
Before you send your letter, find test readers. Ask them to tell you what
they feel is missing, how you could improve on your offer, and if they would
buy from you.

Word Of Mouth Marketing

How many people a day do you talk to about various things, including a
product, service or business? Answer likely is, quite a few. What you might
not know is, major brand name companies are now hiring word of mouth
marketers to talk their products up to friends and family. Proctor and
Gamble enlisted 225,000 teenagers to rave to friends about things like
Herbal Essence and Old Spice. And they signed up 500,000 volunteer Moms
for something called Vocalpoint. Moms talk about pet food, paper towels,
hair color, etc. The Moms get coupons and marketing materials free.
Moms are free to say anything they want about the
product, but they don't bad mouth it, nor do they take
advantage of the offers. It's because these word of
33
mouth marketers feel like they're a member of an inner circle and that the
companies recruiting them actually give a darn about them and their
opinions. This is yet another way for you to promote your unique selling
points and products and services, and it doesn't cost you very much to do it,
other than some time. You get the idea.