The best sales letter ever written

Recently I've had trouble breathing. It's not Coronavirus. It's been a bit random. I'm allergic to cats and this has the same wheezy symptoms. It's the way I imagine asthma feels. Not pleasant.

I've been trying to figure it out. It's just a problem to solve. That's what I do. I've been looking for patterns in the randomness. There aren't any I can see.

Now, if you're still reading this you might have noticed a shift in my normal style of writing. Eight self-referenced statements in less than a hundred words. That's not good.

Let's talk about you instead. How are you feeling right now?

Perhaps you're relaxed, having a coffee, reading through your non-urgent emails. Perhaps you're stressed, processing an overfull inbox. Perhaps you're procrastinating, hoping for something to distract you from a difficult task.

Take a breath ... Pause ... Exhale.

As a consultant, when you're selling an idea in writing you can't know when, or where, your client is going to read it. Or what mental or emotional state they'll be in.

So, you must write for the client, about the client ... not about you. It's a powerful shift when you simply change pronouns from "I" to "you".

And offer insight that matters, a brief respite from corporate boredom, entertainment and excitement ... things that shift your client's mental and emotional state.

Done well, writing can influence your client's thoughts and actions.

This week you might try writing a long-form letter, selling an idea to a client. You don't have to send it, this is practice after all.

Make sure you capture their attention at the start, maintain their interest throughout, persuades them they want to know more about your ideas and to take appropriate action.

It's often helpful to model best practice. Here's an example and critique of what's considered - by many copywriters - to be the best sales letter ever written.

In the words of Sgt. Phil Esterhaus (Hill Street Blues) "Let's be careful out there"