Dr. Gizmo put up a website with a moving piece of sales copy promoting her naturopathic services. She also had a hundred printed versions ready to mail.

She placed ads in the newspaper, with her website address and phone number. Only 2 people logged on.

And only one person called…

…Dr. Gizmo's receptionist offered to mail them "more information.” They declined (they don't want "no sales letter”) and inquire about fees.

"Thanks,” they say and hang up.

"I don't understand,” says Dr. Gizmo. Her face looks flustered. She offers exceptional service. She has a great sales letter. It's nothing "hypey” or hard-selling. In fact, it's rather entertaining and informative. So why don't people want to read it?

My suggestion to Dr. Gizmo: Look at things from the customers' perspective.

What motivation do they have to call or visit her site for "more information?”

"Alright,” Dr. Gizmo says, "I've got it.” She sits at her desk, pulls out a ball-point pen and begins an article:

How To Increase Your Health

It's packed with information she knows about natural health methods. Useful information. But it reads like a medical journal.

So she places her report in her fax machine with a cover letter addressed to her copywriter: "Make this appealing to my future clients.”

Two days later, the fax machine beeps. Out comes the rewrite:

10 Drug-Free Ways to Feel Better Each Morning And Enjoy More Energy Throughout the Day Without Any Costly Trips To The Health Food Store

It's not short. Fits nicely on a double sided 8 x 11. Long enough to seem valuable, short enough to be read.

This is something people will be interested in reading. People who aren't feeling that good in the morning. People who are paying for expensive drugs to keep them going each day.

In other words, Dr. Gizmo's ideal clients.

Now Dr. Gizmo's Really Lost It! She's Buying Newspaper Ad Space So She Can Give Things Away For Free?

Dr. Gizmo has a new ad written for the newspaper. It looks just like an editorial. It talks about this special FREE report she's written that can dramatically improve people's energy level.

All that people have to do is visit her website or call her receptionist.

When they log on the site, they type in their email address. The site's auto-responder automatically sends the report to them. And then re-directs them to Dr. Gizmo's sales letter.

If Dr. Gizmo is smart, her website will ask visitors' permission to send them future

free reports. Of course, each free report will have her website link.

When people call—and they will—the receptionist doesn't just mail them the free report… she also sends them Dr. Gizmo's sales copy.

People now willingly receive the free report. If its ideas resonate for them, they'll gladly read Dr. Gizmo's sales letter that the receptionist was kind enough to enclose.

Now if Dr. Gizmo had written the letter herself, probably no one would have read past the first page.

Not because Dr. Gizmo isn't a brilliant doctor…but that's the point. She's a doctor. Not a copywriter. (Similarly, I advise all my copywriting colleagues not to attempt brain surgery.)

Fortunately, Dr. Gizmo did have captivating and compelling copy written for her naturopathic services. Copy that brings out the unique and innovative points about her approach. Copy that is read from headline to PS, leading the reader naturally to call and book an appointment.

The Secret to Generating Leads: Offer Reports of Meaningful Value To Your Prospect

Generating leads not only helps you determine who to send your sales letter to—it also makes the prospect more receptive to reading it.

You see, Dr. Gizmo realized that people don't want to be sold to. Instead, build a helpful relationship first. Then they'll be willing to hear what you have to offer.

Tell Your Friend