Dear valued blog reader,

No – I am not proposing that you begin to embrace direct marketing as your way to grow your business.

No – I am not going to tell you how to write one of those mass junk mail letters with lots of miniature paragraphs.

BUT – Yes – I am going to tell you about some powerful writing concepts that will increase your chances that action will be taken after reading what you’ve written.

Recently I attended a writing conference.  Isn’t it funny that sometimes you gain as much during the networking breaks as you do from the course itself?  While chatting with a fellow speaker, she suggested that I buy Yanik Silver’s book, “Ultimate Sales Letter Tool Box”.  These concepts on power writing are from Silver’s book.  To find out more, click on SurefireMarketing.com.

CONCEPT #1: Your Opener

This is the toughest part of any letter.  The first few lines make people read on, or toss it into that special round-shaped filing cabinet on the floor.  You want to compel people to keep reading.  Yanik Silver comments that’s why good copywriters cross out their first paragraph or two and start from there.  That’s because when most people begin writing, it takes a few paragraphs to warm up.

Some excellent ways to begin a letter are the same techniques I tell clients how to start a presentation.  You want to gain your reader/audience’s attention.  Here’s how: Begin with a quote, or startling piece of data, a question, or a story.  Or you can hint to the benefits your reader will get from reading your letter.  (See the beginning of this article.)

Example openers that will make people want to read more:

Imagine, for a moment, that it’s 6 months from today…

• Would you do us a favor?  You have been specially selected to participate in an important survey about the Smith Dental Practice…
• Please take a minute from your busy schedule and read this letter… I promise you will not regret it…
• Let me make a prediction…
• You’ve got enough people trying to waste your time with things you don’t really want or need.  I’m not one of those people…
• This letter is going to be short and to the point.  We don’t want to make a big thing of it.  Not yet anyway…
• Just a few weeks ago I returned from the American Academy of Dental Practice Administration annual meeting.  Maybe you’ve heard about this group.  Anyway, if you didn’t get to attend, let me tell you…

CONCEPT #2: Your Closer

According to Silver, your letter close is almost your last shot at persuading your patient to take action.  Don’t just end with your phone number hoping they’ll pick up the telephone and call you to make that appointment to do a total mouth reconstruction.  You have to lead people by the hand and tell them to take some action, like make the appointment, fill out the questionnaire, or send referrals your way.

End with examples like these:

But don’t take my word for it.  See for yourself.  Please click on SmithDentalPractice.com to see dramatic before/after photos.

• So what are you waiting for?  Drop the enclosed card in the mail today.
• I could go on and on with stories like these, but here’s the point: You need to prove to yourself that you can experience your own personal miracle.
• I urge you to take action today.  Pick up the phone and call for your next appointment.

CONCEPT #3: Your Bullets

Bullets are one of the most powerful persuaders in a letter.  The same philosophy applies to a presentation.  All too often I evaluate a presentation that has miles of power point visuals filled with paragraphs of information.  The audience gets numbed to death with data.  Plus it causes confusion and lack of clarity for your listeners.  Similarly, in a letter, use more bullets and fewer paragraphs.  It’s easier to read, easier to digest, and easier to remember.

Silver suggests that you think of bullets as “mini-headlines”.  Here are some of Silver’s bullet templates:

An easy 3-step system for…

• Easy cure for…
• The secret of…
• 7 new ways to get…
• How supermodels maintain their smiles…

Think about your opener, your closer, and your bullets when typing your next letter or email.  Ask yourself if YOU would continue reading what you’ve just put on paper or in a word document.  Good luck writing letters that make your patients take action!

Warmly,

Karen Cortell Reisman, M.S.

P.S.  Believe it or not, your P.S. is usually the second most read part of your letter.  So, don’t make it an afterthought.  A powerful P.S. can double or triple your response.

Some compelling P.S.s that make readers do something:

P.S. Thanks so much for reading my blog, and, please, I need your feedback within 10 days.