How Do You Research Your Sales Letters?

How Do You Research Your Sales Letters...?

Before I ever consider writing a sales letter I want to know there's a hungry market there who will buy the product.

From there my first research is getting to know my prospect.

Who are they?

How old?

What kind of problems do they have?

What are their deepest fears and desires?

What have they bought recently?

Why did they buy it?

What did they like about the sales process?

What did they dislike about the sales process?

You can get all this information by calling half a dozen prospects on the telephone or by talking to them in person.

I also research the product (usually information products).

I'll read every written word in the product and listen to every minute of every audio.

(I write bullets as I go).

Often I'll start talking to prospects and trying to sell them on buying this product as I'm learning about it.

What I'm looking for is the way to express benefits in the products that gets people's attention.

What makes them stop and say " does that work?" or

" much does it cost?" or

"Wow...that's what I need!" or something along those lines.

Once I can talk to a real live prospect and have them begging to buy the product from me I know I've done enough basic research to write the sales letter.

Also read:
How to get into the mind of your prospects
J Walter Thompson Knowing Your Prospect

Kindest regards,
Andrew Cavanagh

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