A fantastic sales letter
A good sales letter can make me stop and take notice, even though I usually talk mostly about the internet. I’ve received a letter in the post that I think is absolutely brilliant. Not because there’s anything special about the paper or envelope, but because the story, the offer and the explanation fit together so well.
The letter comes from Custom Air Designs in Florida and is about air conditioning. It promises lower electricity bills, which sounds like my kind of thing. Here in May 2010, I want to show you why it inspires me so much.
A good sales letter starts with a problem
It arrives in an anonymous envelope that could easily look like an official letter. Inside is an ordinary sheet of paper with a greeting to the homeowner. Then comes the fantastic opening: I’m a local businessman with a problem.
That’s an unusual way to start. It makes me curious: What the hell is this about? At the same time, he’s already said he’s local. We like supporting local businesspeople, so he’s encouraging us to feel closer to him.
He explains that the company guarantees its employees a 40-hour working week. But every week, one or two customers reschedule their installation, often the day before. Who hasn’t experienced that? It’s bloody annoying.
The installers are described as highly paid tradespeople. I read that as a way of saying they’re skilled people whom he treats properly. The problem is that he pays them even when there’s suddenly no work for them.
Now we get a reason for the low price
Then comes his idea. He offers an American Standard unit for $842 or $932, depending on the size, with installation costing $210. The letter says the normal installed price is $1,976 and up, depending on the size.
So I can add the numbers up myself and see the difference. If I choose the more expensive of the two units, it comes to $1,142 including the work. That’s something like $800 less than the price the letter compares it with.
It isn’t just an isolated offer of a low price. We’ve already had the explanation: He has gaps in his schedule, and instead of paying people to do nothing, he wants to fill those gaps with work.
So far, the letter has made me understand his problem, see him as a local businessman and think of his employees as skilled. Now there’s also a story explaining why I can get it cheaply. That’s bloody clever.
The guarantees make the offer feel safe
The letter also highlights a money-back guarantee, a lowest-price guarantee and a five-year parts warranty. The important promises stand out clearly in bold so you notice them.
It’s reassurance he’s emphasising. The customer shouldn’t just see the saving, but also feel safe saying yes. I’m highlighting this as part of the sales approach, not as a check on how the company actually handles its guarantees.
He says himself that there’s a catch
Then comes another brilliant thing: He writes that there’s a catch. That’s exactly what you’re already thinking. What’s the catch? What haven’t I been told?
The explanation is that the installation will only happen when a full-price customer reschedules. So I have to be able to wait until a gap opens up. In return, the letter guarantees installation within four weeks.
That makes the offer add up. Apparently, others are paying more than me, and I get the low price because I agree to wait. He also says he makes more money himself by letting a few lucky homeowners get a good deal each week. Both sides seem to win.
It’s easy to respond, and others have said yes
Finally, there’s a clear invitation to call or email. And the letter says more than 5,000 homeowners in South Florida have already taken up the offer. That’s the sender’s own claim, but as a sales technique, it helps the customer think that others have already chosen it.
There are also logos and badges down the side, including BBB and various industry and business affiliations. That adds to the impression of a reputable company. The letter is signed by Sam Block, president. I’d probably have made the signature really personal, but I think the rest is very strong.
I admire the sales approach, even though I’m sceptical
I also say outright in the video that I personally suspect the story about full prices and cancellations is bullshit. My guess is that the offer prices are actually his normal prices. I don’t know, but that’s what I think when I read the letter.
For an ordinary consumer who doesn’t scrutinise it that way, though, it might feel like a special offer just for them. I’d bet it converts incredibly well. I don’t have the numbers, but that’s my reaction to the sales approach.
So an ordinary envelope and a cheap sheet of paper can achieve a lot. He describes a problem, creates sympathy, shows a saving, provides reassurance and explains why the offer exists. I think it’s some of the best sales work I’ve seen. That’s why I’ve put the scan here, so you can read the letter and be inspired too. You’ll find my experience of online sales and marketing in E-pusher.
And here’s the sales letter:
Best wishes, Martin
Location:E Plaza Real,Boca Raton,USA
Se salgsbrevet i fuld størrelse:
http://www.thorborg.dk/wp-content/uploads/2010/05/34E0E801-E8E5-491C-8881-088D1008D9B7iphone_photo.jpg
Ja det er godt skruet samen det brev, men ville man ikke få myndighederne på nakken, hvis man lavede den slags i Danmark og alle kunne få det til den lave pris?