Hi, this is Tony & in this free bonus section I am going to show you a fill in the blanks marketing template which we call the Letter of Letters. So what exactly is the Letter of Letters? The Letter of Letters is one of the most powerful documents you will ever create for your business. It is an INTERNAL document – for your eyes only. It will give you a clear insight into your customers and it will form the basis of a Powerful Marketing Plan for your business. Amongst other things, The Letter of Letters will enable you to:
- Develop an understanding of the demographic of your Ideal Client
- Understand how much they are prepared to pay you for your product or service
- How much their business is worth to your business in the long term
- Understand their Biggest Issue and how you can solve this problem
- Identify the benefits of your product or service
- Understand your customers Main Objections and how to address them
- Identify your Unique Selling Point
- Identify who your key Partners and Suppliers are (or who they should be)
- Identify your Referral Process
- Create a Free Gift for prospects
- Create a powerful Call to Action for prospective customers
- Identify upselling opportunities
- Identify your Welcome Process for new customers
Why Create the Letter of Letters?
So why Create the Letter of Letters? Ultimately a human being will make a decision about whether to use the products or the services that you offer. By creating the Letter of Letters you will be able to identify this person as closely as possible. Once you know this then you will be able to tailor your website and your marketing MESSAGE as closely as possible to their needs. This whole process will give you complete marketing clarity & it is almost impossible to fail. If you refer to the detailed pdf workbook below there are a number of straightforward questions that will enable you to create your very own Letter of Letters. There is also a pdf download of the letter of letters so that you can easily edit it & fill in your details. Most people will not know the exact answers to these questions. That’s fine. This is not a scientific process. If you don’t not know the answer, you should make an educated guess, but you must make sure that you complete every step.
B2C or B2B?
To be honest there are probably thousands of things that you could analyse, but in the first section you need to just focus in on the main issues; Are you selling to Consumers (Business to Consumer or B2C) Or to other businesses (Business to Business or B2B) We understand that there are some businesses who sell to both the general public and to businesses. If that is the case we want you to focus on your Ideal Customer, i.e. who is it that you really want to be your customer. As you go through the questions, try and provide as much information as possible. Some questions may only relate to B2C and some will only relate to B2B. These are clearly marked and there is no need to answer if these if they don’t relate to you. There are two very important points to consider with your Letter of Letters: 1. This is an INTERNAL DOCUMENT – for your eyes only. It is NOT to be sent to your customers! It is a powerful tool intended to allow you to create a powerful marketing plan for your business. As we progress you will find it an invaluable reference tool. 2. It is also is a LIVING DOCUMENT. You will probably not get it EXACTLY right first time round. Keep an electronic copy to hand though and update it as you get inspiration or as you discover something new.
Your Customer’s Biggest Issue
So let’s focus in on some of the main points you will address. Firstly you need to understand what is their biggest issue. This is crucial. What you may think is the greatest feature of your product may not be what motivates people to actually buy it. You need to stand in the shoes of your customer. What are they really looking for? For example, are they more focused on the amazing reports that your company’s accounting software produces? Or are they more concerned they are losing financial control of their business as it starts to grow. A good tip here is to try to think of issues such as control, credibility, growth, competition, regulation, uncertainty. These are things that keep people awake at night. If you are selling to consumers then convenience, desire for change, self-esteem, desired transformation, etc. should all be considered. Once you understand this you can then prioritise their biggest needs.
Agitate The Problem
In classic sales copywriting, now that you have described the biggest issue you will AGITATE THE PROBLEM. You need to stir up the problem that your customer is facing. Now that you have defined their BIGGEST ISSUE and their MAIN NEED and SECONDARY NEEDS you have an understanding of what REALLY concerns them. Now exaggerate the issue and if you can, try to use examples to back this up. What is the logical conclusion of their BIGGEST ISSUE? It is your duty to state unambiguously the consequences of not taking action to remedy this. Is it Less customers, less time, loss of control, losing ground to competitors, going out of business… you decide.
Benefits vs Features
Now that you understand Biggest Issue & their biggest needs you can now start to build your solution & match the benefits of what you offer to these needs. This is where you need to start to speak the language of the customer at an emotional level to the customer. This is what triggers their response to buy. Take Steve Jobs. He was a master at this. Whenever he revealed a new product he always hit the target. He didn’t talk about the features of a product. He didn’t talk about materials, or the size of memory or battery power or oojamaflips or zing doos. When he launched a product he told you how it would make your life better & that is why an ipod is more than a portable music machine, it is 1000 songs in your pocket. Perfect.
How to Turn Features into Benefits
It is sometimes easy to confuse Features & Benefits though. But there is a really easy way to transform boring old features into warm, friendly features. If you use this formula you will find it very straightforward. In the left hand column write down all the features. In the middle you think of the transformation of these features & on the right hand side you describe the result. Hence we can translate a “Lightweight Titanium Chassis” into a 40% saving on fuel. That is what a customer is interested in. That is not to say that features are not important – they are. They are just not the headline.
We understand that people have objections – it’s all part and parcel of doing business. Think hard about your experiences of selling your product or services and list the biggest objections that you hear. You just need to be honest about these & next you can identify how you can address these. But rather than trying to meet fire with fire, look for opportunities to expand on your benefits. Often cost is a primary issue and if it is raised you can maybe explain the typical return on investment that they can expect or the extra benefits from using your product or service. The objective is not to play ‘objection tennis’ where you are just trying to wear your customer down, but rather to address these up front so that you are aware of them. For example, if complexity is an issue, you can explain about your integration services and after care support. If you offer computer systems and downtime is an issue, explain your no downtime guarantee. Training? You have a 6 month coaching team ready and waiting. The point is to try to consider every possible objection so that you are prepared and credible.
Possibly the single biggest reason that customers will leave you is indifference – they just never hear from you! Are you keeping in contact with them? Are you focused on helping them to address their BIGGEST ISSUE and their MAIN NEEDS? This could be in the form of industry news, products updates, new developments, latest features, examples of best practice, related products or services that may be of interest. Are you emailing, sending a newsletter or a free gift? This is not an opportunity to keep sending out price lists or catalogues, but rather to keep your customers fully up to date and to remind them that you are there and you are on top of your game.
Your Cast Iron Guarantee
Do you have a powerful, irresistible, ‘no brainer’ guarantee that will put your Ideal Customers mind at rest? If not, you need to create one. Obviously for higher value products or complex services, this needs to be backed up by your legal obligations but for smaller value items the longer the better. You need to factor in returns and refunds, but the point is you need to consider that a rock solid guarantee is a powerful motivator to purchase.
Create A Unique Selling Point
EVERY business has a UNIQUE SELLING POINT otherwise you are just ‘another’ supplier in the minds of your prospects. What is it that you do that makes you different from the competition? Why should your Ideal Customer buy from you and not from COMPETITOR 1, COMPETITOR 2 or COMPETITOR 3? Imagine you are at a party and you are introduced to someone you’ve never met. They ask what you do. Do you tell them your job title and bore them to death? Why not tell them what you do in terms of the results that you can deliver. Use your PRIMARY and SECONDARY BENEFITS to help you. For example, Do you provide life insurance policies or do you help your customers to achieve lifelong financial independence? Are you a small independent hotel or a Secret Romantic Retreat? Are you a Printer or do you help small businesses to look like big businesses? You may not hit on it immediately, but over time it will come to you.
Your Suppliers & Partners
You can tell a lot about a person by the company they keep. The same is true in business. If you use SUPPLIERS who are household names or industry leaders, here is the place to draw attention to this important fact. Likewise, the PARTNERS that you choose to work with will play a vital in your long term success. The reason that this is crucial and often overlooked is that your partners present you with a way to intercept your Ideal Customer’s purchasing timeline. For example, if you’re a wedding photographer, are you the first person people call when they decide to get married? Unlikely! In most cases the starting point will be the jeweller, or the hotel/venue. The reality is that you’re way down the list of suppliers and at some point they will probably ask one of the other suppliers if they can recommend a photographer. Think about the purchasing timeline and see where you fit in. If you find yourself way down the line, you URGENTLY need to find partners closer to the decision making point who can introduce your products or service.
Testimonials & Referrals
A genuine testimonial provides powerful proof that you can deliver what you say you will. Be sure to ask for testimonials. If you are not comfortable using that term you could call it ‘Customer Feedback’, ‘Case Studies’, ‘Customer Profiles’, ‘Customer Spotlight’ or even ‘Customer Interviews’. The important point is that if you don’t ask you won’t get them. They will play an important role in demonstrating your credibility. One note of caution – never fake testimonials – you can spot them a mile off. If you can get video testimonials then these are the most powerful and persuasive form of testimonial that you can use.
A Free Gift
Can you think of something that you can give to your Ideal Customer as a Free Gift? A report, a book or maybe a trial of your product or service? Reports are a great way to build credibility in the minds of your prospects. If you write a report the title must immediately spur interest in the mind of your Ideal Customer. By identifying their BIGGEST ISSUE and their MAIN and SECONDARY NEEDS you have virtually written that report. A note of caution: Your Company Brochure is NOT a Free Gift – it is a sales tool. Your Free Gift must be of VALUE i.e. it should allow them to try your product or service or it should educate them and build trust in you.
Your Call To Action
We’ve come this far. You know all about your Ideal Customer. You understand what makes them tick, what they fear and what they really need. You have addressed their objections, provided proof that you can deliver. You have even wrapped this all up in a great, free report that they are going to love. What are you waiting for, tell them what they need to do next! Your CALL TO ACTION should tell them clearly and exactly what they need to do and how they can either take things further or access this amazing report. Do they phone you, fill in a form on your website, email you? You need to tell them EXACTLY what they need to do and when they need to do it by.
A Big Welcome!
What happens when someone becomes a customer? Are they just sent your PRODUCT/SERVICE or do they receive something over and above this? Do you have a WELCOME PROCESS that is both unexpected and welcomed? You don’t necessarily need to send them a bunch of red roses, but maybe you have some low cost, high value items that will help your customer to address their BIGGEST ISSUE. A good tip is to Include offers or discounts from your PARTNERS. These won’t necessarily cost you anything but they will be perceived as being of high value to your customer (and PARTNERS).
Well, there’s a lot of ground you have covered. But you need to take action not just to complete your own Letter of Letters, but to keep it up to date but the most important point is to take action. Make it happen & you will see the results very quickly. Use the detailed, step by step workbook below to create your Letter of Letters. Download The Letter of Letters (Marketing Plan) PDF