When I owned my editorial staffing agency and posted a freelance job posting, I would get a ton of responses. If I asked for work samples, I was criticized, even if the ad specifically indicated to send, for example, “a real estate investing writing sample.”
To quickly go through the stack of resumes, the first thing I would do is rule out anyone who feels more than what they’ve applied for. The point of this little story – more is not always better.
BUT, you may lament, “I want to show the customer what I can do for them.” You can do this very effectively through a simple one page cover letter.
SECTION I: About you. In this paragraph, you simply want to state your name and provide a brief background summary and niche specialty. E.g:
I’m Yuwanda Black, the editor at InkwellEditorial.com. A freelance writer for over 13 years, I specialize in increasing referral rates for real estate agents, mortgage brokers and insurance agents through newsletters, brochures, e-books, etc.
Whatever your marketing writing needs, I can deliver measurable results. Samples of my writing/portfolio can be found at mywebsite.com (you have a website, right?).
SECTION II: You know them. Show the customer that you are familiar with your product, service, specialty, etc. and how you can improve it, complement it, revise it, etc. for best results. E.g:
I noticed from your website (brochure, postcard, sales letter, etc) that you have been in business for 5 years and serve the xxx market. I can help you increase your sales by at least 15% for a year (maybe more). As?
Studies (cite a source) have shown that constant contact is the number one way to get customers to call YOU, not your competitor. According to xxx (here I would enter a reliable marketing stat), in his industry, only X percent of mortgage brokers do this.
Can you imagine how many more clients you can add to your business by becoming the leading expert in your sector? I can position you for this – bringing referrals for years to come!
SECTION III: The summary. Here, repeat the number one benefit of using it, for example, to increase your profits. E.g:
My job is to increase your bottom line. As a professional, results-driven copywriter, I know how to move leads to your customers (not your competition’s) who pay when they’re ready to buy.
SECTION IV: The call to action. Ask them to do something, now!
Call today for your no-obligation consultation. You can contact me at:
PHONE: 000-111-1234
CELL: 111-222-3333
FAX: 222-333-4444
Email: [email protected]
URL: inkwelleditorial.com
SECTION V: The PS (EVERY sales letter should have a PS). In this section, you can give away a free gift (eBooks are great for this) and/or reiterate a significant benefit (eg increase your profits by 15%). E.g:
PS: With your free consultation, you will receive a free e-brochure, “For Real Estate Professionals: 10 Ways to Turn Referrals into Paying Clients.” This ebook is free, even if you don’t use my services.
NOTE: feel free to use a PS and a PPS
5 “Will Sell” Copywriting Tips for Your One Page Letter
a) Use lots of white space and bold headings. For example, between each section, create a bold heading that tells the reader what they are about to read. Most people skim the copy, especially from unknown sources, this makes it much more likely to be read.
b) Write from the point of view of “what’s in it for the customer” rather than a “what’s in it for me” point of view. At all times, reiterate how you can help them make more money, save more time, reach more potential customers, etc. In business, most people want to make more money or increase their referral rate; these are safe goals to affirm that you can help them with.
c) Make a connection: For example, I read on your website; I heard it at his seminar; I see from your brochure: everyone likes to feel like you’ve at least taken the time to get to know your business.
d) Give statistics: This lends credibility to your “sales pitch.” It’s not just saying x, a prominent source can back up your claim.
e) Use a call to action: If you don’t ask them to do something, they may not do anything. So, use phrases like call today, log in to our website, sign up for our newsletter, sign up for your freebie.
I guarantee you, if you follow the format outlined above, your direct mail and/or email conversion rate will be highergaining customers for years to come.