Too many sales letters are shaped into paper airplanes and flown into trash cans because freelancers write sales letters that sell their services. These freelancers have never listened toquietly- whispered secret that says their sales letters should sell solutions, not services, to yieldbest results.

Solutions are jewels; they shimmer in sales pieces.

Prospects will peruse your sales letter if they discover you have solution (or solutions) to their existing or future problem or problems.

To write"solution-savvy" sales letter followcopywriter’s adage: write "client-centered" copy. Zero in onprospect, his business, his needs, his problems. Then pitch yourself as freelancer who can fulfill his needs and solve his problems. Crown your claims with clients whom you’ve worked for and specific results you’ve achieved on solving similar problems.

Here are four softly-whispered secrets to writesolution-savvy sales letter:

• SECRET #one: FOCUS ON THE CLIENT’S NEED OR PROBLEM.

Asfreelancer writing for this client’s business and industry, you should knowtype of needs and problemsclient faces regularly — or could face infuture. Zero in onspecific need or problem that is hurtingclient’s profitability or productivity. (Note: prospects are more motivated to contact you if you pitch yourself asfreelancer who hassolution topresent problem, rather thanfuture or potential problem).

• SECRET #two: FOCUS ON THE BENEFITS OF SOLVING THE PROBLEM OR MEETING THE NEED.

Tellprospect what he and his business can gain if his problem is solved. Usually, it meansincrease in profitability or productivity. Maybe both. Also stresspossible consequences of not taking action now to solve this problem.

• SECRET #three: WHAT IS THE SOLUTION?

Here is where you present your solution. First, describeservice you are recommending. A press kit? Direct mail package? A series of ads?

— Tie it intoclient’s needs. The client may havenew product to promote; he needslow-cost marketing method that will produce lucrative results.

— Stress your uniqueness to undertake this task. Why you — and not someone else? What qualifications do you brandish and what type of specific results have you achieved for similar businesses withsame type of problem?

— Offer secondary solutions that also may work to solveclient’s problem. These secondary solutions also may be alternatives thatclient’s competition is using; if this iscase, point out their weaknesses and emphasize why your primary solution is better.

• SECRET #four: THE "CLIENT-CENTERED" CONSUMMATION.

The closing of your sales letter should showclient thatbenefits predictably outweighcosts. Ifclient is investing $six,zerozerozero for you to writeDM package,client doesn’t just getDM package; he receives exposure for his new product, generates new leads and sales, targets specific segments of his market, increases his company’s profit, etc.

Secondly, recommendcall-for-action schedule. Tellclient when you’re available, how longproject will take, and when he can expect it by.

Here’slist of common solutions that clients often seek.

Your solution is the:

• least expensive
• best value
• most reliable
• most advanced

• the most flexibility
• the highest return forclient’s investment
• the highest quality
• the most competent controls to measure results
• Your solution saves time
• Your solution will producehighest customer/client satisfaction
• Your solution eliminates or automatesmost labor-intensive operations
• Your solution profits on new or emerging trends

© B. Konradt

This article was posted on May twozero, twozerozerofour