Clarifying Our Request

John,

I’m concerned I may not have clearly stated my intent to meet with you in person rather than send my questions in an email. I know you have a full schedule, and making time for another meeting is a challenge.

Let me explain just what I am looking to achieve.

ABC is dedicated to transitioning our state of the art monitoring system from the transportation arena into the medical arena. To do that, we’d like your help. In return, we’re offering GHI an opportunity to have access to our analysis for free! We normally charge in excess of $3,000.00 for conducting this xx-point analysis.

Why are we willing to do this?

Put simply, so we can assess the capabilities of our propriety wireless system. We’re confident, but we need to ensure our system can bridge the gap from transportation to end user stage, LTC facilities and NH’s in regards to Food Safety and HACCP requirements. If we’re successful, ABC (in conjunction with <partner>) will be able to do in the medical arena what we’ve accomplished in the transportation field.

We’re asking you for the opportunity to do a walk through in one or two of your facilities to assess areas where our system may be beneficial. If we find such an area, we would install our system and monitor these facilities for a pre-set period – probably about 60 days – then report back directly to you with our results.

All at no cost to you.

We fully expect this process will define our next steps. We will either have a successful start to bringing this process into other facilities, or we’ll find we need to reassess our process and make the necessary changes.

As a result of this process, we strongly feel ABC can make a value-added difference in how food is protected. The result of that difference is additional protection and savings to our customers.

Please allow us this opportunity to explore this avenue in Food Safety. You’ll be helping us move forward in a successful venture for all parties, or helping us discover we have more work to do.

ABC and I appreciate your help in this matter. I look forward to speaking to you soon.

Respectfully,

Letters of Note: I like words

OK, it’s been a while since I posted here. Not that I haven’t been thinking about you all, not at all.

As proof, I offer this little gem of a sales letter, written in 1934.

Letters of Note: I like words.

Now… wasn’t that worth the wait?  Hat tip to the good folks at Letters of Note, whom I haven’t met yet.

OK, I promise. I’ll be back soon with more.

Google AdWords Sales Letter

More Traffic to Your Website

Do you rely on your website to find new customers? Is E-Commerce a part of your revenue generation model? Is your website the starting point for your sales funnel? Simply put, does more traffic to your website equal more dollars in your bank account?

If you answered “Yes” to any of these questions, you’ll be interested to know that Pay-Per-Click, or PPC, advertising is a great way to drive potential customers to your website. PPC is advertising you don’t pay for until someone clicks on your ad. When they do, they’re carried to a landing page on your website and your sales process begins in earnest. You can direct them to additional information, send them to an e-commerce catalog page, collect their contact information to send them additional information about your products or services, or add them to your list of e-newsletter subscribers. The options are almost endless!

However, PPC is deceptively simple. There’s the learning curve to master the mechanics of the control panel and deploying ads. And, like it or not, it takes a while to understand the difference between good ads and bad ones. There’s the time involved to choose the right keywords. Then you have to create the ads and monitor them daily so you know they’re performing the way you need them to. And finally, you have to constantly test your ads and keywords to make sure you’re getting maximum effectiveness

Dealing with all this complexity is where I come in. I specialize in Google AdWords, the internet’s largest PPC program. I’ll run your entire PPC program for you. I’ll use my proprietary sixteen point process to work with you, learn your business and your industry – even your competitors. I’ll create your campaigns, write your ads and work with them on a daily basis, testing and monitoring various performance metrics.

You get the benefit of a Google AdWords™ Professional focusing on your campaigns. I constantly monitor what Google is doing with AdWords. I follow two of the top international Google AdWords™ experts on a weekly basis. I then apply the latest, most effective methods for deploying AdWords to YOUR campaign.

Want to learn more? Call me today at 612.986.2029, or e-mail me at Ed@EdEstlow.com to learn more about what a Pay-Per-Click advertising campaign with Google AdWords™ can do for your business!

Here’s to more traffic on YOUR website!

Ed Estlow

Google AdWords Professional

P.S. I’ll manage the complexity of your AdWords™ PPC campaign using my continually fine-tuned sixteen point process that ensures I don’t miss a thing. Call me today at 612.986.2029 to see how AdWords can work for you.

P.P.S. I focus on your AdWords campaign so you can focus on your business! Call me today at 612. 986.2029 for a free initial consultation.

Valentine’s Day Jewelry Sales Letter

Just a little Valentine’s Day promotional sales letter that I whipped up yesterday. I’m mailing only 48 of them. I’ll let you know how I do on conversion.

————————————————————————–

January 10, 2012

Hi <Cabochon Client>!

As I write this, it’s just five short weeks until Valentine’s Day. And no snow on the ground at all! Crazy for MinneSNOWta, right? Of course, that could change overnight.

I’m writing to you because you’ve been one of Cabochon’s best clients over the last couple of years. I’m standing by to help you with your Valentine’s Day shopping!

Now, I’m not a florist, but I am a jeweler. Next best thing, right?

And with five weeks to go – less by the time you read this – there’s still time to get a custom piece done. However, you may not have a custom piece in mind. If that’s the case, we can still do semi-custom pieces, like mounting a nice suite of birthstones in an elegant pendant and matching earrings.

For a lady looking for something for a great guy? How about a cool new wristwatch? Wristwatches have kind of gone the way of the dodo in recent years, what with cell phones and all. However, they’re making a big comeback as accessories. Dress suit or blue jeans, guys who don’t wear jewelry, except maybe a wedding ring, can make a major statement with a watch.

Call me today at (612) 986-2029 and let’s see what we can find for a great Valentine’s Day gift!

Best,

Ed Estlow

Co-Owner, Cabochon Jewelers

P.S.   I was rummaging around our supplies the other day, and what did I find but two sets of diamond stud earrings! Now, they’re modest in size – 0.24ct total weight and 0.47ct total weight. Both sets have very nice stones, and they’re set in white gold stud settings.

The beauty for you is, these earrings have been hiding since long before diamond prices skyrocketed. (Did you see that news story on WCCO-TV the other night?) So the price is REALLY right! Every girl needs a pair of diamond earrings. Call me today at (612) 986-2029, before they’re gone!

I compliment and salute you on Osirec Watches!

Dear Messrs. S,

My name is Ed Estlow. My associate and friend, Robyn Hawk alerted me to your brand, and pointed me to your website & Facebook page. You may know, Robyn is the social media manager for Lustig Jewelers, whom I believe is one of your dealers.

Robyn’s a big jewelry fan, and so am I. In fact, I’m a custom fine jewelry designer.

But I’m really a watch fanatic! Robyn knows that. It’s why she suggested I contact you. And I must say, your watches are beautiful! I love that they represent a 5000+ year cultural heritage. (And privately, I love that they’re all chronographs… I own six chronos – three based on the 7750.)

Now, along with being a jewelry designer and watch fan, I’m also a direct response marketing consultant and copywriter.

So…

How’s your marketing doing?

My question for you is, are you getting the sales and marketing mileage you want and need out of your web presence. I notice that your Facebook fan page only has nine followers as I write this – and I’m one of them. Robyn is another.

I’m sure you have your hands full, putting your energy into other marketing and business tasks. At this stage of Osirec’s growth, you may not have the resources or time to pay full attention to your Facebook presence and grow your following.

How about Twitter? I searched briefly, and I didn’t find anything about you on Twitter, besides Robyn’s two entries.

Or blogging? I didn’t find a blog associated with Osirec either.

I know what you’re thinking. “All these things take time! I haven’t got that kind of time. And even if I did all these things, how do I know there’s a payback?”

I’ll get to the question of enough time in a minute. First…

Why social media?

The bottom line is more and more businesses large and small are opening up a social media presence. Maybe it’s Facebook. Maybe it’s a blog. Maybe it’s both, plus fielding customer service issues on Twitter. Most don’t yet know the exact dollar payback, but they know they need to be out there.

Why?

Because that’s where their clients are!

And do you know what else?

The charm of Facebook and Twitter entries like “I had a lovely glass of wine with my husband last evening” wore off a long time ago.

Oh sure. You can still see that kind of thing getting posted. But the real power of social media is a brand like Osirec can use it to show their personality! You become real, genuine, to your fans and potential customers. They begin to know you, and to trust you.

And who do people want to buy from, more than anything else?

Well, where did you go the last time you wanted to buy anything significant?

You went to someone you knew and trusted. Right? Or at least, you went to someone who you were referred to by …

… someone you know and trust!

That’s what social media is all about! Making a personal connection so people can get to know and trust you.

Now, what about that time question?

Well, all that talk about making a personal connection sounds good. But it still doesn’t answer the question of finding enough time to post to social media outlets, does it?

That’s where I come in.

I can handle your Facebook and Twitter presence and start building your following. If you choose, I can write weekly blog posts for you. I can even produce a weekly video! If you like, Osirec could have it’s own YouTube channel! OsirecTV!

And I can make recommendations on possible improvements to your website and other marketing efforts that you may not have thought of.

If what I’ve talked about in this letter sounds interesting to you, call me at (612) 986-2029 or e-mail me at Ed@EdEstlow.com. I’d be happy to discuss my ideas further, and send you a detailed proposal to manage your social media presence.

I look forward to talking with you soon!

Kind regards

Ed Estlow

P.S.      Who better to represent you and Osirec to the online world than a certifiable watch fanatic!? Call me today at (612) 986-2029!

P.P.S.   Social media is a new element in your marketing mix. E-mail me today at Ed@EdEstlow.com to learn how to make the most of it!

Subject: Special Holiday Invitation

This came to me as an e-mail this morning, complete with the typos you see. It works OK, but I thought I could make it better.

———————————————————————————————————–

Before:

Wishing You and Yours Best Wishes for the Holiday Season!

I want to extend a special invitation to you to join hundreds of small business owners at our last big FREE networking event of the year this Thursday, Dec 15 in the Tree House overlooking the Radisson Water Park. You’re going to ll enjoy the truly tropical setting where you can enjoy FREE appetizers, great networking, drink specials and door prizes guaranteed to take your mind off work.

You don’t need to bring your bathing suit unless you want to take advantage of the special room rate Radisson is offering to MainStreetChamber members! But, make sure you arrive in time for the water show!

For more information and a free ticket at: http://tropicalnetwork.eventbrite.com/. I hope to see you there.

Again, I wish you and your the very best wishes for the holidays!

———————————————————————

After:

Christmas is getting close and things are getting crazy! Take time out from the hustle, bustle, and stress and join the Main Street Chamber for our last big FREE networking event of the year.

What’s going on?

FREE appetizers.

Drink specials.

Door prizes.

A FREE water show.

And great networking!

All guaranteed to take your mind off work!

We’re meeting Thursday evening at 5:30pm at the Tree House, overlooking the Radisson Water Park at Cedar and 494, near the Mall of America in Bloomington.

The Tree House offers a lush, tropical setting where you can enjoy a break from the frigid winter weather! You don’t even need to bring your bathing suit – unless you want to take advantage of the special room rates reserved for Main Street Chamber members.

Just go to http://tropicalnetwork.eventbrite.com/ for more info and to claim your free ticket.

See you there!

Reconnecting

Hi Dan,

It’s been a long time since we chatted – by e-mail or phone. I hope all is going well at XYZ Systems. I heard through the grapevine that you filled the Proposal Manager position we discussed last year.

Say, I had coffee with Dave M. a few weeks ago. You may have heard, he’s not with ZBT anymore. Remember several years ago when you and I had lunch at Luci Ancora? We laughed while you “complained” about his job duties – attending all the F1 races around the world. I told Dave the story and we chuckled about it.

I also wanted to take this opportunity to catch you up on what I’ve been doing lately.

After a career full of business writing, I found I really enjoyed it. I decided I might as well pursue it independently. I’ve been ramping up for some time now. It’s closely akin to what Paul S. did several years ago.

In a nutshell, here’s what I do: I take information about a technology product or service and transform it into results-getting sales letters, emails, ads, web pages, newsletters and other marketing communications that generate leads and sales. In fact, I’m tending to specialize in white papers and case studies.

I’ve included my contact info below. If you have a moment, I’d appreciate you taking a quick look at my website, www.EdEstlow.com, which describes my copywriting services in more detail. Let me know what you think!

And Dan, if you happen to you know of anyone in your network who may be interested in the kind of copywriting help I provide, please pass my name along. I’d really appreciate it!

Take care, drop me a line and let me know how you’re doing. Maybe even get together for lunch again. I’d enjoy hearing from you.

Best,

-Ed

The Holidays…

The holidays are a challenging time to get anything done – writing included.  Just wanted you all to know I’m putting QWERTY-Whippers on hiatus until after Thanksgiving.

Unless…

Unless I get some free time to write a sales letter about… oh… say, French’s Mustard (that beautiful yellow color lets you see it on your sandwich right away, preventing a wasteful double application).

Something like that.

See you after Turkey Day – and have a good one, by the way.

Meantime, keep whippin’ QWERTY!

White Paper & Case Study Sales Letter

Here’s a prospecting letter designed to be mailed to MarComm directors at high-tech companies.

——————————————————————————————–

Are your white papers and case studies

bringing you as many sales leads as they should?

Date

Mr./Ms. ######

Title

1234 Anystreet

Anytown, ST #####

Dear Mr./Ms. #########:

As you know, white papers are proven vehicles for generating sales leads. Case studies help counter objections that your products may not effectively address your clients’ problems.

White papers work by educating prospective clients about specific technologies and therapies. However, they’re not a sales pitch as such. Instead, they discuss those technologies and therapies in a generic sense. When a client reads a while paper you’ve produced, they learn about the concepts, ideas, and technologies behind your product. They don’t learn about your product. That’s the job of other sales collateral.

This fact is your secret weapon!

Why?

Because a white paper educates prospective clients in a non-sales way. It puts you in the position of a purveyor of good, solid, useful information. It’s a credibility and relationship builder. You want to be known first as a relatively unbiased source of knowledge. The time to pursue a sales opportunity is later, after you establish your reputation and lay the foundation of a good business relationship.

Case studies on the other hand, make up your portfolio of testimonials from happy clients who’ve used your product. A portfolio of good, well-written case studies is, in effect, your “brag book.” Few pieces of sales collateral are more valuable than an enthusiastic endorsement from a happy customer.

Because case studies can be so useful, it’s important to use the correct approach to writing them. Make sure you follow a specific process. First, highlight the problem. Second, discuss what you did to address the problem. Third, reveal the favorable results your client experienced.

Of course, writing style is paramount in producing both white papers and case studies. Both need to employ an easy-going but professional and informative style. Each should be laid out according to a proven formula. It should go without saying, both need to be free of jargon. That’s harder for a corporate writer to do than you might think.

Finally, a low-key but direct call to action at the end of the paper, such as an invitation for the reader to request additional information, can further qualify them as a sales lead.

I’m Ed Estlow, a direct marketing consultant and B2B copywriter. I specialize in helping medical device, software, and other technology companies create white papers, case studies, and other marketing materials that help sell their products and services.

Take a look at my website, www.MyWebsite.com/WhitePapers, to download a free guide to writing effective white papers.

Best regards,

Request of a Friend

Sales letters don’t need to be campaigns selling product to strangers. Here’s a request I wrote to a couple of friends yesterday. I personalized each letter, and asked for help in setting up another area of my writing / consulting business. I used a couple of classic sales letter techniques. See if you can spot them!

—————————————————————

Hi <friend & biz associate of mine>,

I’ve been toying with a project/ portfolio builder for a while and I’d like to bounce it off you. First, a little background.

I’ve been on the fence for quite a while about offering white papers as part of my writing business. One part of me thinks it’d be a great fit, given my background in several highly technical industries. Another part of me fears I’ll be bored to tears writing that kind of stuff. I really have no idea.

So I’ve decided to do a little experiment. I’m going to do a simple white paper project to see what the experience feels like. If it works out, I’ll have a nice piece for my portfolio and I’ll know a little more about myself and white paper writing.

And I’d like your help.

I’m going to write a short, 4 – 8 page paper on <software>, its features, and the benefits & advantages those features present to web developers and web-meisters. I’ll also discuss benefits/ advantages to website owners and “end users,” those who land on a site.

To gather information for the project, I’ll be researching on the web. Perhaps pick up a book or two. I may even set up a virtual server here on my PC and play with <software> a little bit myself (monkey with a handgun, I know).

Now, here’s where you come in. I’d also like to interview you as a seasoned <software> developer and get as much relevant information as I can for this paper. I can see one or two sessions of about an hour each.

In return, you’ll be able to use the white paper as collateral in your marketing efforts. We can even brand it for <your consulting company> if you’d like. I’ll retain rights to use it in promoting my white paper writing service.

Thoughts?

Best,

-Ed

P.S. I know it’s a little crazy to take this on, along with our little book-writing challenge. But, Man! I need to jumpstart something on the writing & marketing side.