The Little Things Count--8 Things to Remember When Designing a Direct Sales Piece
by Keller Flynn

When it comes to designing a direct sales piece, whether it be a brochure or a sales letter, the little things really do count. Focus as much on presentation as you do on the message.

Keep these 10 essential tips in mind when designing your direct sales piece, and your results will go through the roof:

1. Bullet Points - The human eye is drawn to text that is preceded by a bullet point. Bullet points shout to the reader, "Pay special attention to me! I am important!"

Write up a laundry list of benefits. Make them easy to read so prospects can skim through them quickly and get the gist of what you can do for them. And always keep your laundry list of benefits bulleted so the reader can't miss it.

2. Cliff-hangers - Continue the last sentence of your paragraph on the next page of your direct sales piece. Try to ask a question or give a solution. This technique is called a cliff- hanger. If your reader wants to find out what will happen, he/she will have to turn the page. Because so many people fail to make it to the second page of a direct sales piece, it is essential to use cliff-hangers to hook your readers.

3. Simple Layout - Don't confuse your reader with tricky layout. Keep your indents, underlining, centering and subheadings consistent. And don't justify your right margins.

4. Mini-headlines - You can use paragraph headings like mini- headlines to help your message stand out and keep the reader's eye flowing down the page. Keep these headings the same color as your letterhead to give them that extra oomph.

5. Font - It's always tempting to experiment with the myriad of font choices your computer offers, but don't get carried away. Some of those fonts are impossible to read. My advice is to stick with courier because it is the easiest to read.

6. Stationary - Keep your direct sales piece looking classy with color stationary and good paper stock. Don't go for the flimsy stuff just because it's cheaper. Your results will speak for themselves.

7. Envelope Size - Size really does matter when it comes to direct sales. Mail your letter in a 9 X 12 envelope and people will think they are getting something important.

8. Personal Touches - Address the envelope by hand. It makes the recipient of the sales piece feel special and important because you took the time to add that personal touch. Sales pitches come addressed by a computer, but a letter from a friend comes hand- addressed. Your prospects will be more likely to open a friendly letter than one they know contains a sales pitch.

It also helps to use a real stamp instead of a postage meter. Again, people will think you took the time out to personally lick each stamp and place it on their envelope. It adds that personal touch that most sales pieces lack.

*****************
Keller Flynn, writes sales making sales letters at DrNunley's Whiz Letter. Get your 900 word sizzling sales letter for print, email, or your web site for just $345. We'll have it in your hands within a few days. Reach Keller at 801-328-9006 or email him: keller@WhizLetter.com, or go to: http://WhizLetter.com

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How to Build Credibility Online: The "Magic" 15 Steps
by Craig Lock

I find this a most interesting and somewhat complex subject, as there has to be TRUST in any business relationship before any exchange is made. This can be quite difficult to achieve, when you have never met your customer (prospect) face to face in another part of the country...or even the world.

Having been on the www over five years, here are a few pointers that we find helpful in the online sales process:

1. Have your OWN DOMAIN NAME (not expensive - less than $20 a year from www.000Domains.com. My associates and I have a number of them at:

http://www.craiglock.com
http://www.craiglockbooks.com
http://www.nzenterprise.com
http://www.novelty-gift.com
http://www.bridgeniche.com

2. Offer GUARANTEES (money-back) on your products or services

N.B:

3. Emphasise transaction SECURITY in the form of a secure payment system and a secure server.

4. OFFER TESTIMONIALS

5. Have a PRIVACY POLICY for your online business. Offer a Privacy Statement

6. Have CONTACT INFO on your web site. People then know to get hold of you, if they want further info... or if there is a problem (they do occur from time to time, especially in cyberspace; but a problem is only an opportunity in disguise!).

7. Offer a BRIEF BIO - a little bit about yourself and how you are qualified to offer your product or service. This builds trust in your abilities.

8, Have a FEEDBACK FORM on your web site for visitors comments about possible improvements...and finally and most importantly,

9. BE YOURSELF, YET BE PROFESSIONAL IN YOUR WRITING (on your web site). Just be YOU, when writing script on your website or in your ezine articles . Ensure the information is accurate - write with absolute integrity and honesty. I also suggest using a bit of HUMOUR in your writing. I try to use a "dollop", as I believe reading a computer screen is not a very exciting pastime (except to "geeks"). It's also a sedentary (big word) activity; so the least I can do for our site visitors, as a reward, is attempting informing and trying to entertain at the same time with doses of my "rather strange/wacky/zany" humour. Hopefully it works!

10. Use proper grammar and punctuation (with the right "case") and avoid misspelling. This makes you appear to be "professional"- in your writing and in your "appearance"...and image is EVERYTHING on the www.

11. Avoid using slang. Remember, the Internet is global and your "funny language" might offend other cultures. For example, I've learnt to avoid using the word "Yank"!

12. Send all marketing email to yourself first as a test. Check the layout, spelling and grammar...to see how it looks in your prospective client's eyes - ie. on THEIR computers.

13. Think before you re-act to an abusive message. "Strike in haste and repent in leisure (I've done that a few times - not that we get many negative messages!). My advice...leave the message in your "in-box" for a day. Then look at it after you have calmed down...and decide whether it is worthy of a response - will it change anything? Perhaps the sender is just having a disasterous day and after deliberation, you can send a word of kindly encouragement in your "carefully composed" reply. (The subconscious mind will help you in this).

14. Really CARE about people. We all have frailties and are vulnerable at times. More times than at others. We can get what WE want in life through helping other people get what THEY want (thanks Zig Zigler)...

and finally,

15. "GIVE AND THOU SHALT RECEIVE." GIVE FREE INFORMATION ... AND YOU WILL SURELY RECEIVE FAR MORE IN RETURN. (Everybody has unique knowledge and expertise in certain areas - specialised skills, which can help others through SHARING). This is the basis of "the Golden Rule", the Law of Giving, which is at the core of all the religions of the world (I think!).

Become a "busy internet marketing bee" in building your online credibility.

Follow all these steps and people then will be attracted to your web site (and regular TRAFFIC is THE BASIS/KEY FOR/TO SALES)... like bees to a honey-pot (that's a simile, by the way!).

Here's to finding your "pot of gold" at the end of the internet marketing "rainbow".*

(* that's a metaphore, BTW)

*****************
Craig Lock has been marketing products online for the past five years. Craig is a writer, who believes in sharing information, as well as encouraging and helping others to find their talents and gifts, to strive for and accomplish their dreams in life - whatever they may be.http://www.craiglockbooks.com The "original" Online Creative Writing Course Creative writers

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