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The Easy Way to Open a Sales Letter Using Glenn Close

June 27, 2012 | Comments: 0 | Views: 170

I got this question the other day:

"Wes, I have a lot of ideas for what I want to sell. And I'm trying to create marketing campaigns to launch these products. But I'm stuck on my beginning. What's the best way to open a marketing campaign?"

Good question.

Let me explain the answer to this question by telling you a story about the TV series called Damages starring Glenn Close.

Every watched this show?

If not, you should check it out. It's a captivating TV series about a female lawyer (Glenn Close) who will do anything to win a case.

She lies.

She cheats.

She backstabs.

She even KILLS.

This woman has ice in her veins.


Every Damages episode begins the same way.

The show opens with some kind of pickle a character has gotten himself or herself into.

The show then goes back in time, so you see what led up to the problem.

My point?

Open your next marketing campaign with the MAJOR problem your prospect has. Come out of the gate swinging. So it's crystal clear this problem exists. So it's abundantly obvious this problem is painful to your prospect. So your prospect feels this problem drip pain deep into their veins.

You want to punch your prospect dead in the nose with this problem.

Let me give you an example:

A while back, I wrote an Erectile Dysfunction piece.

And my intro went something along these lines:

"If you have trouble getting and keeping full, firm and frequent erections when your partner's in the mood, then in the next few minutes I'll show you an easy way you can see a US licensed doctor ONLINE who'll write and fill an FDA approved prescription for... "

This wasn't the exact opener I used.

But at least you can see this PROBLEM/SOLUTION approach that's a perfectly good way to kick off your next marketing promotion.

Think problem?

Think solution?

Do this and you're on your way to a killer control piece.

In the meantime, make sure you know exactly what main problem bothers your prospect to no end, so you exactly where you need to begin your sales letter, your email marketing campaign, your video marketing script... or whatever other kind of small business marketing campaign you're working on.

Knowing this crucial piece of information (which you can easily get by doing a little legwork) can mean the success (or failure) of whatever you're trying to create.

Wesley Murph is the author of "The Little Black Book of Small Business Marketing Secrets: 10 Proven Ways to Add New Customers, Repeat Sales and Referrals to Any Small Business!" which includes a campaign he wrote for a client that pulled a whopping 35.7% response to an ice-cold list. And even though Wesley rarely accepts new clients, you can get more tips like the one you just read by going to...

Source: EzineArticles
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Article Tags:

Sales Letter


Small Business Marketing


Easy Marketing Idea


Dan Kennedy


How To Open A Sales Letter

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