The Sales Letter -- Personal Sales Message Is Crucial in Marketing; Financial Advisors Have This Effective Tool at Their Fingertips

Financial advisors looking for a way to improve their marketing efforts and increase sales have the answer literally at their fingertips. All they have to do is pick up a pen or sit down at a keyboard and write a dynamic sales letter.

Contact: Tom Ellis
Ellis Communications, L.L.C.
Phone (417) 881-5635
E-Mail tellis@advisormarketing.com

The Sales Letter -- Personal Sales Message Is Crucial in Marketing;
Financial Advisors Have This Effective Tool at Their Fingertips.

(PRWEB) August 18, 2003 -- Financial advisors looking for a way to improve their marketing efforts and increase sales have the answer literally at their fingertips. All they have to do is pick up a pen or sit down at a keyboard and write a dynamic sales letter.

Whether youre conducting a direct mail campaign to advertise your services or simply responding to a prospective clients request for information, a personal sales message is vital," says Martin R. Baird, president of Phoenix, Ariz.-based Advisor Marketing and author of The 7 Deadly Sins of Advisor Marketing. If you dont include a sales letter that compels the reader to learn more about your services, then youve missed a golden opportunity to sign up a new client and grow your business."

Baird offers the following tips that will help advisors write a sales letter that packs a punch:

Use Headlines. The headline is the most heavily read portion of a sales letter, sometimes the only portion. If the letter doesnt have a headline, the chances of maximum response are gone.

Grab the Reader at the Start -- I suggest an initial sentence that grabs and holds the readers attention," Baird says. It can be used much like a headline to say something important about your services in an interesting and compelling way. Intrigue the reader in the first sentence and then keep them hanging on in the second sentence as they read further to see what this letter is all about."    

Soft Sell Works Wonders -- After getting the readers attention, a soft-sell description of what you have to offer will work wonders. Youll win friends by saying its common for people not to use certain financial services when they know they should," Baird notes. Beating them over the head for being foolish wont help."

The Big Benefit -- The next step is to give the reader the one thing that all potential clients are looking for: a major benefit from using your services. They can make more money. They can greatly improve their financial situation. They can have a secure future. Whatever the benefit, it must be the one that really hits home.

Use Powerful Words -- As often as possible, use emotion-charged words and phrases, but dont overdo it. Toss them into your letter at strategic points and you will hold the readers interest," Baird suggests. Think in terms of the movie review quotes you see in your daily newspaper."

Include A Hand-Written Note -- Instead of a stiff, alienating salutation such as Dear Sir," leave room at the top of the letter for a hand-written note or attach a little sticky note with a personal message.

Sign Each Letter -- I cannot stress this too much," Baird says. Sign every letter individually. Never, never sign the original and have your signature copied. Sign with blue ink. Blue ink doesnt look like a computer-generated signature. It stands out as a personalized signature, one of the tricks to creating a letter with a personal touch. The reader does care."

Use Quality Paper -- Put your sales letter on top-quality stationery, the best you can afford. If youre marketing income-opportunity information, you must look as if youre doing well yourself. By using premium paper, you are making the letter look as professional as you can.

Find An Editor -- Find someone who can turn your writing into flawless English without removing the enthusiasm and snap of the copy," Baird recommends. This must be done for good results. Every good aspect of your sales letter is money in the bank."

Advisormarketing.com is the premiere Internet-based source for free marketing advice, information and tools for self-driven, success-oriented financial advisors who are demanding information that helps them market their practice, meet the needs of their clients and increase sales.

It offers such services as a free weekly electronic newsletter, free reports on how to conduct different kinds of marketing and evaluation of advisors marketing materials that is provided at no charge when the critique is posted online for all advisors to read. Advisormarketing.com also offers an electronic forum where advisors can learn from each other by discussing common problems, sharing ideas and gaining new insights from their peers.

Advisor Marketing may be reached at 480-991-6421
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