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    Do Headlines Makes a Sales Cover Letter Better

    Saturday, June 9, 2012, 3:26 AM [General]

    The role of the screener is to save their boss time. Thus they are zealously (sometimes overly so) looking at the mail with an eye towards what they can screen out. After all, the boss is unlikely to complain about not seeing mail that never makes it to his desk. The opposite is not true. Too much junk mail in the in-box, and the screener will quickly be looking for a new job. Thus from the screener's perspective, it's better to err on the side of "screening out" rather than "screening in". In cases in which the intended reader is either a consumer or a small business owner who opens his/her own mail,Cheap Jerod Mayo Jersey, I think that a headline pays enormous benefits. However the key phrase here is, "opens their own mail." Whenever you get a number of sales professionals together, the conversation quickly turns to how to get more appointments. Most sales pros like to warm up their prospect by sending an introductory sales cover letter. However the question becomes, "How to increase the odds that it will get opened and read?" However if I was writing to small businesses,Cheap Buffalo Bills Jerseys, in which the owner usually opens his/her own mail or to consumers, then I definitely would include a headline. That's when headlines work against us when there is a screener involved. Despite how compelling or intriguing the headline is,Cheap Josh Freeman Jersey, the one thing that it definitely communicates is that "this is not personal communication". The trick with getting senior level executives, corporate big shots and other hard to reach decision makers to read your letter is to make it appear (at least at first glance) as if it is written from one executive to another. As much as I wish it was otherwise,Cheap Steve Breaston Jersey, the headline flies in the face of that objective. "This Chiropractor Just Paid A $179,Jonathan Vilma jets Jersey,000 Claim Out Of His Own Pocket. Why The Having The Right Amount Of Liability Insurance Is More Important Than Ever." Some writers like to use headlines as a means of quickly getting attention. Without a doubt, adding a headline to a sales letter immediately makes it apparent why you are writing,Cheap Torrey Smith Jersey, and why the reader should read on. Thus, it's important that the headline focus on a specific group and communicate a very specific benefit. As a result, it's easy to screen out. Most of the top copywriters who I respect advocate the use of headlines in their sales letters. However, as with many things, I think the effectiveness of headlines depends upon who you are writing to.
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