Are You Going Insane?” That was the headline of perhaps the greatest sales letter I ever wrote, my famous “Insane” letter. This single page letter is responsible for over five million dollars, yes that says million, in income but here is the REAL beauty of it. I have used the same letter for almost 15 years with the same staggering results in a number of different businesses from my own golf management company to selling franchises in the karate industry, to software in the golf business. I even used it to sell my own internet marketing book that was recently published.

The reason this letter has been so successful is very simple, the concept and the copy resonates with the readers. The idea that doing the same thing again and again and yet expecting different results is Albert Einstein’s Theory of INSANITY!

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This type of connection and understanding of human nature, motivation and buying psychology is what separates a 0 sales letter writer from a ,000 or even ,000 dollar sales letter writer, with a corresponding increase in response.

There is NOTHING, I repeat NOTHING, more powerful than a well-written letter! By well-written I do not mean grammar, spelling, punctuation and all the things I seemed to have missed by quitting school at age 15. What I mean is a letter that connects with a PROSPECT at the soul. A letter that speaks the language of your companies’s prospects, not the corporate speak language that some Madison Avenue type THINKS that your prospect must speak. And very probably, NOT THE LANGUAGE THAT YOU SPEAK!

It is that connection that makes your copy work and it’s the lack of that connection that makes it fail, whether in a letter, brochure, postcard or Web site.

Here are ten tips for connecting with your audience; check your copy to see how it rates:

1. Always write your sales letters like you’re writing to a good friend.

2. Never use complicated language, keep it as simple as possible!

3. Avoid the overuse of superlative words.

4. Every single headline and subhead MUST have maximum impact and interest to the reader’s SELF INTEREST or curiosity!

5. Do not say what everyone else is saying; be different, ASTONISHINGLY DIFFERENT, if at all possible.

6. Attempt to paint a picture with your words and make the reader of the letter want to jump into that picture with you because of how great it sounds!

7. Connect with the readers of your letter with a story; do not just give them the cold, hard, FACTS.

For example, if you were advertising for Loch Lommond Golf Club in Scotland, you could say that the golf course was designed by distinguished player Tom Weiskof. A good fact, but of little impact on the reader of the letter promoting what you are selling. However, if you say, Loch Lommond was one of the last golf courses Tom Weiskof ever got to design; you lead right into the story of your letter… While wandering around one morning in the gentle Scottish mist, while designing the course, Weiskof stepped up to his neck in quicksand and remained there for several hours before being discovered. Is there any wonder the 17th hole is so special for him?

8. Always try to use visual, aural and feeling references to reach people of different information processing persuasions. (How many copywriters do you think even know of this critical fact, let alone actually use it? Exactly, not many but it’s great little tricks like this that makes the difference.)

9. Always make sure your piece readable on 3 different levels to accommodate the skimmer, the bobber and the studious. That is to say, for the skimmer: the headlines, underlines and captions alone MUST ALWAYS tell your story. The studious will read the entire letter, while the bobber will zone in on subheads of particular interest and ignore the rest of the letter.

10. Make readers take action. Amazingly 1 of the most regular mistakes in any marketing literature of all kinds is simply failing to provide clear action steps on what you want the prospect to do next! For instance, if you want great sales copy that motivates people to ACTION, call me now at 1800-827-1663!

Well, there it is sports fans; how to connect with your company’s prospects.

Oh, and I know that someone at your business will still sabotage your next brochure or letter with well-meaning corporate speak. But, at least, when you read the letter, you’ll have the contentment of knowing in advance, why your results will be so unsurprisingly poor!