Frank’s contributions to this company during his 27 years of dedicated and selfless service were many and varied. In the early years he was a major part of our initial expansion overseas, and a number of the offices he set up in Europe are still operating very successfully. In recent years Frank was a key player in our transformation to full digital technology, a move which catapulted us into a leadership position in the industry. Believe me, his contributions to this company will not be forgotten.

Please accept my heartfelt condolences at this difficult time and I ask you to please pass these sentiments on to your children. Your husband was a remarkable man in many ways. Knowing him personally as I did for many years, I am well aware of the difference he made in the lives of many people, both here in the company, and in his private life. He will be missed by many.

With sincere sympathy,

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It is not surprising when you think about it though, how many e-mails do you read every day? If you’re anything like 98% of the population you will delete almost every e-mail without reading any more than the first few lines.

The poor response rate from e-mail advertising campaigns has led many direct copywriters back to snail mail. Of course, that’s no real sure fire method either. Think of all the junk mail you get at home now, it would be fairly safe bet that most, if not all of it, ends up in the garbage.

So, if you’re looking for the most modern up-to-date alternative marketing campaign, imagine how you’ll feel when you orchestrate a successful strategy that can instantly target over 40 million people in the UK, instantly.
SMS marketing offers you this and a heck of a lot more. On average, text messages are read within a few minutes so you can create an instant impact.

The very fact that you’re reading this means that you are looking for alternative and let’s face it, sooner or later you’re going to take advantage of the benefits that SMS broadcasting can bring to your business today.
Just take a look at what you can do:

Generate subscriptions

• Send call to action messages
• Send special offers with Mobile coupons
• Use touch screen technology to interact with your customers
• And that’s just for starters

One of the reasons SMS marketing works so well is that there was hardly anything in greater demand than easy, understandable, information about really important things. Time poor consumers these days want to get the important information fast. If you can give them the lowdown on any subject quickly and directly, if they’re ready to buy they’ll do it right there and then.

It’s like an information version of fast food, except that the most modern technology allows you to personalise your campaign with tokens such as first name, last name or city. The pulling power this generates a leisure to become a mobile marketer in minutes.

One of the best things about mounting a mobile marketing campaign is that you don’t have to spend an arm and a leg. Most companies will allow you a free trial, or you can design a test campaign that sends messages to as little as 1000 mobiles for a very reasonable price. You can dip your toe in the water and test results before you commit yourself to full campaign.

If you find a marketing campaign that meets your needs it’s easy to expand and extend it as far as you want, and you can even build up a valuable database for future use.

source: Ben Richards

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Here are some tips to write persuasively to turn readers into buyers and to boost your sales.

TIP #1: WRITE TO AN OLD FRIEND

When writing your copy, imagine writing a letter to an old friend. Picture a friend who most closely fits your prospect’s profile. What would I say to convince this friend to try my product or service? How would I target my friend’s objections and beliefs to help my cause?

Use the pronouns “I” and “you” to quickly build rapport. When trying to convince your friend, you might say: “Look, I know you think you’ve tried every gadget out there. But you should know that…”Some sales copy is written in the first person perspective, where the writer uses “I.” Other times the third person is used, with “she,” “he,” and “them.”

TIP # 2: EMPHASIZE BENEFITS, NOT FEATURES

What are features? They are descriptions of what qualities a product has. And what are benefits? They are what those features mean to your prospects. For example: The “ABC car” delivers 65 miles per gallon in the city. The benefit of this car is you’ll save money on gas and cut down on environmental pollutants.

TIP # 3: WRITE CONVERSATIONALLY

You are not writing to impress your English teacher or win awards. Your aim is to speak to your reader the way you would in person. Take some liberty in grammar, punctuation, and sentence structure. You want it to be read and acted upon, not read and admired.

TIP # 4: PUSH YOUR READER’S EMOTIONAL HOT BUTTONS

To push those buttons, you need to first know what they are. It’s important to know upfront the wants, needs, and desires of your prospective buyers. Remember: people don’t like to be sold; but they do like to buy. They buy based on emotion first and foremost. Then they justify their decision with logic. Focus on their needs and desires and you can push their emotional hot buttons.

TIP #5: PROVIDE PROOF AND BELIEVABILITY

When your prospect reads your copy, you want to ensure he believes your claims about your product or service. If there’s any doubt in his mind, he won’t buy, no matter how irresistible the deal. Here’s how to build believability in your copy:

– Include testimonials of satisfied customers. Be sure to put full names and locations, where possible.

– Inject facts and research findings to support your claims.

 – If appropriate, include a picture of yourself or pictures of satisfied customers.

– If applicable, cite any awards or third-party reviews the product or service has received.

– Include a GREAT return policy and stand by it! This is just good business policy.

– If you are limiting the offer with a deadline, be sure the deadline is real and does not change.

TIP # 6: USE A UNIQUE SELLING POINT (USP)

The USP is what separates your product or service from your competitors. Some unique selling points for a product or service may include: 1) lowest price; 2) superior quality; 3) superior service; and/or 4) exclusive rights.

TIP # 7: CRAFT A PERSUASIVE HEADLINE

If you’re going to make a single change to boost your response rate, then focus on your headline. Why? Because most people read your headline first rather than skipping to your main copy. I like grabbing my readers’ attention with a captivating question. For instance, “Do you want to cut your electricity cost by 55%?” An appropriate headline for a sales letter promoting a weight loss program might be: “Now, you can lose 10 pounds in 2 weeks without having to diet; and it’s easy and affordable!” This headline not only solves a problem, but it also offers a quick and easy solution that keeps in mind the price-sensitive consumer.

TIP # 8: Follow the rules of AIDA to write persuasively.

AIDA stands for: — Attention.
– Interest
– Desire
– ActionFirst, you capture your reader’s attention. Then you build a strong interest with the reader to keep him reading; if he keeps reading, he just might buy. Next, you create a desire. Finally, you present a call-to-action, such as to pick up the telephone, return the reply card, attend the sales presentation, or order your product.

Persuasive copy is made, not born. Persuasive writing focuses on benefits, not features. It sells on emotion and reinforces the decision to buy with logic. It paints a compelling picture and an irresistible offer. The combination of these elements persuades your reader to act, and to act now! This is persuasive writing at its best!

By Janice Jacobs

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Keep in mind, sales letters are not always literal “letters”. A sales letter refers to anything that is used to try and promote or sell a product to customers who may be interested. In short, this can sometimes mean advertising, although sales letters are generally more specific and aimed not at the world at large, but specific sectors or people who have been interested in the past or who require a specific product. For example, a company that manufacturers automotive tools may send out a sales letter to mechanics in a certain area promising lowered prices or related information. Often a sales letter is used as a form of introduction. One can think of the sales letter as the welcoming handshake of the business world. A sales letter lest prospective customers know your business is out there, the products and services you offer, and should provide a little bit of information as to what separates you from the other twenty five companies that also started up today. A letter may be used as a prequel to an actual meeting between two interested parties.

While sales letters can be used for different purposes, the main thing to focus on is how important they are. Sales letters, especially introductory letters are instrumental and essential for building a base of clients, and also to get your name out into the business world. With that in mind, and also thinking about how many prospective sales letters are sent in a day, it is important to know how to get your name out and make your letter attractive and effective.

While effective and attractive are often confused with flashy and bold, that is not always the case. In fact, so many companies are trying out bright, flashy letters that the best approach is to go with a simpler, more friendly, and more personal letter. Start your letter with a friendly greeting (use an actual name if possible); using the proper greeting will help to ensure that you do not come off as another heartless company who is only out to make a dollar. Start off your letter right and you will find that not only will more prospective customers read it, but you may end up building friends and business relationships as well as simple sales numbers.

A good sales letter should also include an outline of your company. Remember not to be too broad or too specific, you want to let the customer know what makes your company special or unique. Any given company has a large amount of competition, so, without outright bragging, list some of the factors that make your company a good choice to do business with. Remember the golden rule: Honesty. If you lie in your letters, or promise things that you cannot deliver, the sale will fail, your reputation will be ruined, and it will take a long time to recover the relationship. Thus, remember to be honest and reasonable in your appraisal of your company.

If everything goes well, a sales letter is usually followed up by a face to face meeting where the parties can get together and discuss the specifics of doing business and working together. Should the prospective customer be interested, you want your letter to give clear instructions as to how a meeting can be set up. If possible, try to avoid using long extension numbers off of your company. If you really want to make the sale, open yourself up personally. Give the company number, but also provide a personal phone number, e-mail address, or something similar so that the client can contact you if he or she feels the need without having to go through your entire company first. Remember to make the contact instruction clear and concise and professional as well. End your letter with a formal goodbye, and you have just created your first sales letter, and one that is sure to boost your business.

Remember not to make your letter look like an advertisement, do not promise things for cheaper prices than you want to give, do not use too many bright colors or flashy formatting. However, also remember not to be too personal, as the letter is likely going to someone that you do not know, to send them a letter which looks like you’ve known them for years is going to seem strange and may actually hurt more than help. Thus, when trying to write an effective sales letter, remember to use common sense and some professionalism. A great sales letter can open an almost unlimited number of doors. But, a letter which look like junk mail is likely going to end up in the company trash can long before it ever reaches its intended destination. Make your letters clean, neat, professional and simple, the benefits that you will obtain are almost too many to consider.

By John Galt

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Remember these important tips about writing customer-oriented sales letters:

• Know your market-know the reader group. Who are you sending your letter to? • Make your customer feel something. Pull at the heartstrings, get them riled up, and make them smile. Emotion is a selling factor. Use it to your advantage. • Insert your business name or product throughout the sales letter, but not too much. You don’t want to be so redundant that your reader gets sick of you after the first paragraph. • Keep your sales letter to one page if possible, and no more than two pages. • Show an image of your product somewhere in the sales letter. Usually the top or bottom left hand margin draws a reader’s eye. • Have a snappy title. If the title isn’t interesting, your reader won’t be compelled to read on. • Make sure to have your website address mentioned at least twice. • Offer a discount or incentive for your customer to buy from you. • Don’t rush your letter! Take your time and have several people read it before you finalize.Sales Letter Example:

When people commented my 10 year old daughter looked more beautiful than the bride, I knew I was on to something!

I still remember it this day; my daughter and I were attending a cousin’s wedding. My daughter, who was 10 at the time, was dressed in an outfit I had made her. At first, I didn’t think there was anything more special to the outfit than the fact that I had made it with my own two hands. But soon after arriving to the wedding, other guests were raving about how beautiful the outfit was and were completely fawning over my daughter (who loved the attention)!

Who knew that a simple pair of floral-inspired capris with heirloom lace trim, and peasant top with matching lace trims on the hem would be so well received? While I already knew my daughter was beautiful, the attention over her outfit made her simply glow!

That’s when I knew I was on to something. What mother doesn’t want her children to look beautiful-perfect, even, when going to special events? Even better, what mother doesn’t want her children to look beautiful all of the time?

~Choices~

The fact is there aren’t many choices for stylish, stunning children’s clothes that hold up well, wear well, and look amazing all at the same time. Sure, you can find practical clothes at all the major super-mart stores, but what about when you want something special? Something original, unique and different? Where do you go for that?

I realized that what made my daughter’s outfit so attractive that day is the fact that it was completely different than anything to be bought locally or even online. It was an original…as original as my child.

I’m sure as a mother, you want that too. Of course you want your child to feel amazing, comfortable and free to jump and play. You want quality and originality, and let’s face it, a great price on your children’s clothing.

I get that, and am proud to say that Designer Children’s Clothing* is changing the way kids wear clothes! That beautiful originality, great price and live-ability? All here, waiting for you to take a peek. You see, the Designer’s Children’s Clothing* line is created piece by piece to be exceptional, affordable and offer that little something you just can’t find every day. Special occasions, every day play, school and church will never be the same. We know our clothing is fantastic (the mom-reviews of our line are amazing!), and hey, if an outfit can take all eyes of the bride and onto your pretty child, you know the clothing has to be good!

I invite you to view the Designer Children’s Clothing* apparel line online, and use this special discount to order today. Mom to mom, I know it’s important to save money, so that is why I’m very happy to extend this discount on your purchase through August 1, 2009.Take the step towards making your child’s clothing match her original personality. I know you’ll love the enclosed fabric samples that display our eclectic quality.

Enjoy and please know that I can’t wait to dress your child!

~Angela

Mom-creator and designer of Designer Children’s Clothing*

-END-

By Lisa Otto

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1. Before you write a word of copy, make sure you know who your target audience is and what specific result you’d like to achieve. If it’s an important business communication, take five minutes to visualize yourself in the shoes of the recipient and imagine what this person’s world is like.

2. Avoid using acronyms and buzzwords. Avoid using academic language like ‘ergo,’ ‘henceforth,’ or ‘so to speak.’ Simplify big words: write use instead of utilize, send out instead of disseminate, fair instead of equitable, etc.

3. Use an active instead of passive voice. “The meeting agenda could be discussed further” is passive. “Let’s discuss the meeting agenda” is active.

7. Use word pictures to get your point across. Can you imagine the thrill and excitement of driving a rocket-fast, cobalt blue Porsche 911 Turbo as it whisks you to your desired destination? A well-written article or report can be like that Porsche and generate a ton of new business in half the time with more fun! After all, what’s more exciting, cold-calling prospects or having them call you? (If writing is a challenge, consider hiring a professional).

Via Evancarmichael.com | By Sharif Khan

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Here is a quick nine-step guide to what you will need in your company’s business plan:

AN EXECUTIVE SUMMARY OUTLINING GOALS AND OBJECTIVES. The executive summary introduces your business strategy and is probably the most important section for lending institutions. If you can’t persuade a loan officer in the first two or three pages that you’ve got a viable business proposal, you’re going to leave empty-handed. It’s just that simple folks. This summary is also important as a communication tool for employees and potential customers who need to understand - and get behind - “your” ideas.

A BRIEF ACCOUNT OF HOW THE COMPANY BEGAN. Clearly explain the origins behind the company’s creation and how you or your business associate(s) came up with the idea to start your business.

YOUR COMPANY’S GOALS. Explain in a few paragraphs your short - and long - term goals for the company. How fast do you thik it will grow? Who will be your primary customers?

BIOGRAPHIES OF THE MANAGEMENT TEAM. The management section should include the names and backgrounds of lead members of the management team and their respective responsibilities.

THE SERVICE OR PRODUCT YOU PLAN TO OFFER. A key aspect of this section will be a discussion of how your product or service differs from everything else on the market.

THE MARKET POTENTIAL FOR YOUR SERVICE OR PRODUCT. Remember that you’ve got to convince lenders, employees and others that the market you’re after is relatively large and growing. You’ll need to do some research for this section. If it’s a locally owned business, you need to assess the demand for your offering within an xx-mile radius, based on what your determine is a reasonable distance from your business. If it’s a Web-based business or a business that relies on both the Internet AND local traffic for revenues, you’ll need to evaluate demand on a local and/or national basis. A research report from sites such as Forrester Research can cost hundreds to thousands of dollars. But you may be able to get some basic information simply by using the Web and its many search engines and directories.

A MARKETING STRATEGY. How do you plan to tell the world you’re open for business? Will you rely exclusively on word of mouth? (not a good plan unless you’ve already got a reputation) Will you advertise in print, television or on the Web? (or all three?) Will you use online marketing tools to get your company listed on search engines and advertised on other Web sites? You’ll also need to include how much you plan to spend on marketing.

A THREE TO FIVE YEAR FINANCIAL PROJECTION. This section of your plan should include a “summary” (yes, I said summary) of your financial forecasts, with spreadsheets showing the formula you used to reach your projections. You’ll need balance sheets, income statements and cash-flow projections for the entire forecast period. The summary in this section is also where you would tell prospective lenders how much money you’d like to borrow to cover your startup costs. The assumptions that you make in this section will make or break your company’s success. If you’re unsure about using this kind of financial modeling, find a professional. It’s worth the money, people.

AN EXIT STRATEGY. Yes, you read correctly. All good business plans include a section that lays out the benchmarks you’ll use in deciding to call it quits. The strategy could be based on a dollar figure, revenue growth, the market’s reception to your idea, or a consensus among top officers.

If you follow the steps outlined above you will have enough pure data to go forth into this scary world of business. A word of warning, however. There are thousands of different types of softwares, CD’s, content thick guides and even individuals out there willing to take your money under the pretense of making the business plan writing process easy for you. It is a mistake. Only you can write it. Only you can give birth to it. Imagine being suddenly asked a critical question by a banker regarding something contained in your business plan that someone else answered for you. (Hear the screeching tires?) You credibility and the lenders belief in your data just vanished.

As a final suggestion to “ease the pain” of business plan writing, start with a simple rough draft using the guidelines I’ve listed above, then seek out your local S.C.O.R.E (Service Corps Of Retired Executives) Chapter office and find out about attending their workshop. In most cities throughout the nation these seminars are either free or very reasonable and provide unbelievable resources and material for free. Not to mention counselors with years of combined experience. I personally highly recommend them.

By Martacus

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Sample 2:
Thank you for the opportunity you gave me to interview for the testing position. The development projects sound exciting and the people I met were congenial and professional. Doe Corporation seems like a wonderful place to work and the Springfield area is beautiful. I would very much like to be part of the Doe team. I will be available next week and will be happy to provide more information to help you make your decision.

Sample 3:
Thank you for meeting with me on Thursday to discuss the possibility of my transferring to Doe South Division. As I mentioned, I am interested in the diversity of projects that the South Division handles and would also find the geographic area to my liking. I feel that I would fit in well and could contribute much to your design efforts. I would be very pleased if you were to include me on your team. I will look forward to your decision.

Sample 4:
Thank you for allowing me to show you our new product yesterday. I appreciated the time you took from your busy schedule. I hope you found my presentation useful and that you could see how our program can be of great value in your accounting department. I will call next week to get your reaction to it and to see if we can schedule another time when I can make a presentation to some of the other key people in your department.

Sample 5:
Thank you for taking the time to meet with me yesterday. I enjoyed our interview and was especially pleased to learn more about how you came to choose your particular career path. As you know, the article is intended for a young audience, and I am confident that the childhood experiences you shared with me will be of great interest to them.

I will, as I agreed, send you a copy of the article prior to publication.

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Please be prepared to discuss your resume in some depth. If you are unable to keep this appointment, please call the Human Resources Office at 555-5555 to reschedule the interview.

We look forward to meeting with you.

Sample 2:
I have reviewed your resume and would like to interview you for a position in my department. I am able to see you in my office at 9:30 a.m. on either October 1, 2, or 8. Please call my administrative assistant, John Doe, and advise him which of these dates suits your schedule. If you prefer a different date, he will try to accommodate you.

Please be prepared to discuss how your particular experiences will enable you to attract research grant money to this firm.

I look forward to meeting with you.

Sample 3:
I have reviewed your application and resume and I am impressed. I hope we can meet for an informal interview next week. Tuesday and Thursday afternoons are best for me. I hope you will call me at 555-5555 so we can arrange to meet. Please be prepared to discuss your experiences with heavy diesel equipment maintenance, both in the military and in the private sector. I look forward to meeting with you.

Sample 4:
Thank you for the resume and letter you sent last week. I am very impressed with both your education and your experience as a writer. Although we don’t have any current openings that match your qualifications, we expect some positions to come open after the first of the year. I would like to meet with you and personally to discuss what we do here and to learn more about your background. Please call my secretary, John Doe, at 555-5555 and make an appointment at a time convenient to us both.

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I am distressed that poor health dictates I must quit my job. I searched a long time to find this kind of job that not only encourages use of my creativity and is intellectually stimulating, but also affords an opportunity to meet with a variety of people on a daily basis. I appreciate the opportunity I have had to work here and sincerely hope that I may return when I regain my health.

Because my major projects have been completed, now is the best time for my departure. Except for a few minor tasks, there is nothing that demands my immediate attention. However, If problems should arise, please contact me at home and I will gladly assist you in any way I can.

Sample 2:
Effective immediately, I resign from my position as a counselor. I can no longer tolerate the high level of stress here at the Medical Center. I am, however, glad for the opportunity I have had to work here. This past year I have learned a great deal about my capabilities as well as my limitations. Now that I realize I am not well suited for this type of work, I intend to change my course of study. Fortunately, I discovered this before expending time and money in a field that is not right for me.

I decided to quit last week when Jane Doe notified me that she wanted to return to work here as soon as we had an opening. Since Jane is a previous employee, training her is not an issue and she can assume my duties immediately. I hope this is a workable solution for all parties involved.

Sample 3:
Although I enjoy working here at Doe Realty, I am compelled to offer my resignation as a field representative, effective two weeks from today, or sooner if possible. I wish I could do otherwise but recent events have persuaded me to carefully examine the direction my life is taking. Unhappily, my position, which requires frequent entertaining of company clients, dramatically increases my exposure to alcohol, which has become a serious problem. Because my health and family are top priority, I must remove myself from all circumstances which could threaten my full recover from this addiction.

But my job has been a wonderful experience. In addition to fostering intellectual growth, it has afforded opportunities of travel and adventure. I cherish the relationships I have had with my colleagues and I will miss all of you, but it is time to change the direction of my life. I am confident that the expertise I have acquired will enable me to find a good position elsewhere.

I expect to complete all of my outstanding obligations within the next week. Furthermore, I have arranged for my colleagues and my assistant to assume my responsibilities should it take longer than is expected to find a replacement.

Sample 4:
With much regret I advise you of my intent to resign as Director of Marketing as soon as a replacement is hired. Let me assure you, my decision to retire early is as unexpected for me as it is for you. I was recently diagnosed with a severe illness and advised by my doctor to decrease my work activities immediately. Although my responsibilities here bring me a great deal of satisfaction, they also cause a considerable amount of tension and anxiety. Hence, it is imperative that I contemplate my retirement and plan for a more serene lifestyle.

Please accept my heartfelt thanks for your support, encouragement, and cooperation over the years. I have been fortunate, indeed, to work for a company that provides a challenging yet pleasant atmosphere. Close ties cultivated with my co-workers have greatly enriched my life. My admiration and respect for them make it that much more disappointing to end my career with Doe Corporation. It is truly disheartening that the condition of my health must govern my decision to retire.

Because I understand that my precipitous departure could leave you in disarray, I want to assure you that I will do everything possible to see that my duties are efficiently assumed. I plan to thoroughly orient each co-worker with a portion of my territories so that they, in turn, can train my replacement.

Despite my doctor’s directive, I anticipate consulting on a part-time basis during the busy seasons. If you are interested, I am available to help out on those occasions. Knowing that the door is open will help make my obligatory retirement a little more appealing.

Sample 5:
It is with great sadness that I submit my resignation as Executive Vice-President of Doe Co. as of December 23, 2009. My health is failing, and I am unable to commit myself physically to the position. This was a trying decision for me and my family, but necessary in order to maintain my health. Thank you for the experience, opportunity and challenge of working at Doe. I have enjoyed it, and it has made life possible for my family and me. We will always be grateful.

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