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41 Cards in this Set

  • Front
  • Back
What are the main structural elements of the letter?
Promise, Picture, Proof, USP, Close, Offer
What does USP stand for?
Unique Sales Position
Classic or "invisible" style
It's all about the widget.
charismatic or "visible" style
It's about the salesman. (Richard Simmons)
What's a data card?
Demographic information that came to the client with the mailing list.
The 3 rules of selling.
1) People don't like the idea of being sold.
2) People buy for emotional, not rational reasons
3) People turn to logic only to justify their emotional choice.
THE CLOSE
Offer
Appeal
Call (to action)
USP
Unique Selling Proposition
What the product has that is unique. Why client is the only source.
PROOF
Support for THE PROMISE, and PICTURE
Research results, experts, testimonials
PICTURE
When you project what it will be like after prospect possesses the product.
PROMISE
What the product will do for the prospect (to fulfill a need or desire, relieve a fear).
How to PERSONIFY a buyer profile.
Think of someone SPECIFIC you know.
CONTROL
Client's strongest sales letter
BUYER PROFILE
Data client provides you about the customer (gleaned from surveys and questionnaires).
DATA CARD
Info (demographics, buying habits, attitudes, etc.) about buyers on a mailiing list.
3 RULES OF SELLING
1) People don't like the idea of being sold.
2) People buy things for emotional, not rational reasons
3) Once sold, people need to satisfy their emotional decisions with logic.
CHARISMATIC STYLE
When copywriter draws attention to self. Sells product by making a personal connection w. prospect.
What feelings and desires does a good Direct Mail letter appeal to?
Fear, Greed, Vanity, Lust, Pride, Envy, Laziness.
CLASSICAL STYLE
Copywriter is invisible.
All attention is focussed on the product.
TEST
A new candidate letter for comparison with the CONTROL.
Direct Mail Responsive
Having bought by mail in the past.
Cost of a Mailing List
$50 - $250 per thousand.
NUGGETS
Fascinating tidbits about the product, embedded along the way to stimulate interest.
What is a "test?"
Letter mailed against the control...to challenge it.
What are the 4 P's?
Picture
Promise
Proof
Push (close, offer)
What is USP?
Unique Selling Proposition
Two most powerful principles of selling?
Principle of Benefit
Principle of Intimacy
Special group?
Fly fishermen like us are all crazy. They don't understand us. But who cares, right?
Achilles Heel?
Revelation of an insecurity or minor weakness: I was once so shy I choked up in meetings.
Revelation?
Larry David: "I'm OCD too."
Walk a Mile in my shoes
I know what you're going through, brother. Let me describe it....
Where's the Love...?
When writing, picture someone you love or care about, and write TO that person.
Fear and Greed?
Two overused, over-assumed motivating factors pitches to prospects.
SO WHAT TEST
If at any point, the reader can say "so what?" you lose.
What feelings or desires should Direct Mail appeal to?
Fear, Greed, Vanity, Lust, Pride, Envy, Laziness
Emotions:
Neutral / Passive
Complacency, Laziness, Boredom
Emotions:
Negative / Passive
Fear, Insecurity, Desperation, Pessimism, Sadness, Lonliness, Embarrassment, Shyness, Exhaustion
Emotions:
Negative / Active
Guilt, Disgust, Lust, Greed, Envy, Annoyance, Anger, Revenge
Emotions:
Positive
Pride, Patriotism, Passion, Love, Sympathy, Benevolence, Altruism, Optimism, Confidence
Emotions:
Mental
Wit, Curiosity, Whimsy, Surprise, Stupidity, Confusion
Emotions:
Mental
Wit, Curiosity, Whimsy, Surprise, Stupidity, Confusion