Open for Business!
How to Write Letters That Get Results
Published on 1. March 2001
Book
Paperback/Softback
220 pages
978-0-07-709769-1 (ISBN)
Description
Sales letters are a powerful marketing tool. Yet many top sales people can't write good ones. What does it take to make their powers of persuasion come alive on paper or in e-mails? Award-winning copywriter and lecturer Courtney Ferguson has the answers in this lively new book. With over 40 real-life examples - including many "before" and "after" versions - you'll learn how to make your sales letters razor sharp. You'll also learn how to build a copy platform, build rapport with prospects, and get rid of writer's block. Other chapters cover how to apply for a job and how to write and reply to letters of complaint. With a special chapter on e-mail etiquette and a foreword by Direct Marketing Expert Drayton Bird, "Open For Business: How to Write Letters That get Results" can make you a convincing, more confident writer.
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Illustrations
Illustrations
Dimensions
Height: 246 mm
Width: 188 mm
Weight
413 gr
ISBN-13
978-0-07-709769-1 (9780077097691)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Persons
Content
Information and preparation before inspiration; the five-minute outline that works wonders; get to the point, develop it and move on; respect - stop selling and start helping people to buy wisely; be yourself on paper - write as you speak; the three keys guaranteed to make you write like a professional; sense appeal - tap into your reader's senses; brain appeal - how to use facts and figures to strengthen your copy; make your headlines shine; five safety checks to make sure your letter reads smoothly; say goodbye on a high; your writer's tool bag; be a ruthless editor; presentation skills - how to make your letter look like a winner; what about your envelope?; waht about your reply devise?; e-mail opportunities; double check! 28 quality control points to use; the BIG creative picture - working with visuals; tricky bits - writing in difficult situations; question time - answers to questions I get asked the most.