You’d Be Surprised How Often Contractors’ Marketing Fails To Explain What They Actually Want People To Know
Here’s A Sales Letter That Tells The Prospects Everything EXCEPT What’s Actually Important.
(And It’s A Lot More Common That You Might Think.)
By Rich Harshaw
I guess the thought of writing marketing just freezes most people’s brains.
There is really no other way to explain why there is such a massive gap between what people KNOW in their brains and what they SAY when they sit down to type up a marketing piece.
This letter (below) is a perfect example of what I’m talking about: It’s well written—your 11th grade English teacher would probably give this an A. It’s coherent—it makes a decent case for what the problem is. And it has a call to action—it asks the reader multiple times to call for a free inspection.
But behind the beautiful prose lurks this letter’s dark secret: IT’S TERRIBLE, and it WON’T WORK!
It’s terrible because it tells the reader a bunch of information he THINKS he already knows, that he doesn’t think applies to him. Meanwhile, the truly important part of the discussion is completely omitted. That’s right: the #1 thing that will make somebody take action is not in the letter at all.
That’s where I come in.