How to Write a Solo Mailing
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You have a great product that gets rave reviews from customers. You have a killer sales letter. And your product is flying off its virtual shelves.
Next step, you decide to expand your promotions and do a solo mailing. This mailing might be to your own list. You might swap solo mailings with a joint venture partner. Or maybe you buy advertising space in a related newsletter.
The big day comes. The newsletter publisher sends his newsletter out to tens of thousands of eager subscribers. You sit at your computer, leaning in, almost holding your breath with anticipation. You can almost imagine your PayPal account filling up with cash.
And then… nothing. Zero sales. Zero cash. Your solo ad flops.
Horrifying? Yes. Preventable? Thankfully so. Before you even think of doing a solo mailing, read this mini-tutorial…
Tip: Depending on how much space you have, your goal shouldn’t be to sell the product. That’s because there’s not enough room in a typical solo mailing. Instead, you need to pre-sell the product. That is, whet the reader’s appetite by sharing the product benefits… and then give him a reason to click through to the sales page.
Your headline needs to share a benefit and, whenever possible, arouse curiosity in order to catch your prospect’s attention. If it doesn’t catch attention, your prospect won’t even bother opening or reading the email.
Examples:
• At Last! Now You Too Can [Benefit]! Example: “At Last! Now You Too Can Learn to Play the Guitar!”
• Here’s the Surprising Truth About [Topic]. Example: “Here’s the Surprising Truth About Making Money With a Blog!”
• Discover the Secrets of [Benefit]! Example: “Discover the Secrets of Turning $100 into $1000!”
Your headline pulled the reader into our solo mailing. Now you need to keep his attention and raise his interest level. Here are three ways to do it:
a) Ask a question. Example: “Are you tired of being fat?”
b) Share a story (that the reader can identify with). Example: Tears rolled down Suzy’s face and she stood in her bedroom, struggling to get dressed. Her jeans were too tight. And these were her ‘fat jeans!’”
c) Offer a fact. Nearly 1/3 of Americans are considered obese…
Once you’ve pulled the prospect into your letter with a good opening, then you need to start selling (pre-selling) him on the product. You do this by listing the main benefits of the product, preferably in a short, bulleted list.
Examples:
• You’ll discover how to [insert benefit here]!
• You’ll find out the quick and easy way to [insert benefit here]!
• Never again will you have to put up with [bad thing]!
Finally, you need to provide a call to action where you encourage your readers to click through to the sales page and purchase the product. Ideally, you can create a sense of urgency or even a fear of loss.
Examples:
• Hurry, there are only 20 spots left – click here to claim yours!
• If you act now you’ll get the bonus package – but hurry, this offer ends tonight. Click here to claims yours now!
• Click here to find out what this workshop can do for you. But don’t delay, because there are only 27 seats available!
Summary
Your solo mailing needs to create attention, interest and desire in your prospects.
Once you’ve done that, your final step is to call the prospect to action and give them a reason to click through to your sales page. Then you just let your sales page close the sale!
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