How to Write Sales Letters that Sell: Learn the Secrets of Successful Direct Mail - Softcover

BIRD, Drayton

Softcover

ISBN 10: 0749438762 ISBN 13: 9780749438760

Publisher: Kogan Page, 2002

Synopsis

The right piece of direct mail can produce excellent response rates and have an extraordinary effect on business. How to Write Sales Letter that Sell reveals the secrets of creating successful sales letters and contains examples of real sales letters including plenty of advice on what to avoid as well as what to include.

About this title

About the Author

Drayton Bird is a direct marketing expert named by the Chartered Institute of Marketing as one of 50 living individuals who have shaped today's marketing. In 1977, with two partners, he set up Trenear-Harvey, Bird & Watson, which became the UK's largest DM agency, which he sold in 1984 to Ogilvy and Mather. As international Vice-Chairman and Creative Director, he helped O&M Direct become the world's largest direct marketing agency network, and was elected to the worldwide Ogilvy Group board.

Drayton Bird has worked with many of the world's leading brands, including American Express, British Airways, Microsoft, Nestlé, Procter & Gamble, Unilever and Visa. He has also worked with major advertising agency groups, including Y&R, JWT, FCB and Leo Burnett. He now runs Drayton Bird Associates, who work with many firms on direct marketing and other marketing matters.

Excerpt. © Reprinted by permission. All rights reserved.

Acknowledgements

Introduction

1. Why it's hard to write a good sales letter

2. Why some letters fail, while others succeed

3. Who is your competitor?

4. A salesman in an envelope

5. The customer's point of view

6. The right stuff

7. Fine writing - or persuasive offer?

8. Desperate beginnings

9. The right approach

10. Write to somebody, not everybody

11. The guts of your letter

12. Close that sale!

13. How to write better

14. Writing that charms

15. How should your letters look?

16. Common questions

Edition details

• Publisher: Kogan Page
• Publication date: 2002
• Language: English
• ISBN 10: 0749438762
• ISBN 13: 9780749438760
• Binding: Paperback
• Edition number: 2
• Number of pages: 320