As I write this, I’ve been working along side a chap called Drayton Bird for 18 years.
Long story short: He’s a copywriter that sold his agency to advertising legend David Ogilvy, for millions.
He has given me an education money couldn’t buy when it comes to writing sales letters.
But do you know what? The most important thing he’s taught me has nothing at all to do with copywriting.
It’s this:
“People buy when it suits them, not when it suits you.”
Most businesses are blissfully ignorant of the above. And that’s rather good news for you. Let me explain why.
Firstly, it’s the reason why businesses endlessly chase new leads – they pay very little attention to leads that do not buy straight off the bat.
So let me spell it out – the leads that didn’t buy when they came in are low hanging fruit that just needs to ripen. They are sales just waiting to happen. Don’t ignore them.
Secondly, most businesses are utterly clueless about how to keep those leads warm.
Believe me, sending a prospect a crappy monthly mailer and the odd email will not cut the mustard.
So how do you do it?
It’s actually childishly simple.
1) Stay in touch with your prospects as often as you can.
2) They’ll listen to what you have to say as long as you’re helpful.
That’s it. There is nothing more to it.
And if you don’t believe me, let’s have a look at why you are reading this.
It’s probable, that your finding these pages helpful, otherwise you just wouldn’t be here.
What’s more, the sales letter process I have outlined works whether you are keeping in touch with a CEO every now and then, or banging out emails to every prospect on your list.
Another simple and profitable exercise is to write a bullet point list of helpful things to say to your prospects, and then – here’s the magic part – do something with it. Mail ’em.
That’s all for this time.
Best
Al
PS I have lots more to share with you – but there are strings attached – you’ll have to jump on my mailing list.