I have a paperweight on my desk with the inscription, “I’m still learning.” It’s engraved by the author, painter, inventor, writer and genius of many things, Michelangelo.
Because of his belief, which I fervently share, I tune into YouTube videos, webinars and podcasts as frequently as I can about marketing, selling and digital so I can always learn more and help my clients.
You wouldn’t want to go to a physician who stopped learning the newest techniques and medical procedures 10 years out of med school and I wouldn’t expect my clients to work with me if I too stopped learning…which I have never done.
Today I want to pass on a quick overview of the CPB method of writing sales letters, as told to me by friend, Todd Brown, a wild haired copywriter who breaks all the rules. And makes oodles of money by doing it right.
He formats his sales letters into three parts before even telling you what he is selling. He is really into getting the prospect to FIRST become emotionally involved in “the process”, in believing in “the premise”.
The first step is to stake a CLAIM = C.
Claim that you have the best birthday parties, the most unique new years eve parties or whatever event you are selling. That’s easy to do, right? But why should I believe you?
The next step is your Proof = P.
This is the customers reason to believe; and your support; your evidence of why you are a better choice.
BECAUSE I am going to prove it to you. I am going to show you comparisons of my parties (not with testimonials yet) with other parties. What are my advantages.
Maybe you can show a busy mom making a birthday party on your site with just a few clicks (research shows that 85% of working Moms would rather use their phone to buy, reserve and order a product on line.
Or that you spare no expense to have the highest quality and freshest ingredients in your birthday party food for the child’s party.
Or you have reserved parking spaces for the birthday party MOM, right near the front door.
The third part is Benefit = B. Here’s why you and your child and your children’s friend will love it,
All of your birthday party staff attended Birthday Party University (only say this if it’s true) and know how important your child’s birthday party is to YOU! And because of that , every party is important to us and every party gets our staff’s full attention and professional service.
Or say that; Every child in the party will feel valued and important but your child will feel the most special from sitting in a King’s or Queen’s chair and being the center of attention.
Or say that: our underlying goal is to make happy memories for you and your child and that you will recommend us to your friends because you were so pleased with the party and best of all your child looked up to you and said “that was the best birthday party I ever had.”
Now after the CBD part of the letter, start filling the page with testimonials from other Moms and Dads, maybe four or five; one or two sentences each and if you have a picture of the mom to accompany the testimonial, then even better.
And last but not least show your birthday party products as proudly and as happily as you can.
Then get them over to your reservation page and have them book the party NOW. Don’t have a reservation system? Please go to Booking Zone,com and let Ryan Wright, CEO walk you through a demonstration of this FREE reservation system. Or call him at 954.347.0906 or email ryanw@bookingzone.com
One final note. Don’t worry about the letter being too long. The old axiom in copywriting that is as true today as it was a hundred years ago. “Short Copy Tells, But Long Copy Sells.
One other tactic to try: send out 100 snail mail letters, about a month in advance, addressed by hand to the mom. Use a stamp with a person on it and write the return address on the back of the envelope. TRY IT. You just might be surprised.
Just sayin’
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