"Why did you make me read my sales letter out loud?" In the last edition of this newsletter many readers asked that exact question. First I wouldn't ask you to do anything that wouldn't help improve your copy.

If you missed the last lesson, it was about two step marketing and I asked you to read out loud your sales letter before creating a lead generation piece.

A few thought it was strange, "Why not just write the lead generation piece?" Several thought reading their sales materials out loud was awkward, even a few said, "It made me feel silly."

There was a powerful insight I didn't cover (due to space) that you'll learn here. What you experienced was something more powerful than print, more powerful than the Internet, and a selling tools that's been around for millions of years.

Think I've gone to far ... the spoken word is a very powerful emotional motivator. You already know the right words on paper can move people to buy what you have to offer, but not everyone is motivated by just want they read.

Do you still have that audio? Many tests show that a reading of your sales letter can be just as powerful as your original letter. Very often with different people too.

You see, some are visual, others want to see it in writing, while many more are auditory. It's hard to tell who prefers what, but now that you have a lead generation piece, how about testing:

"Call or write for FREE audio report"

Then send your spoken word sales letter, even a recorded sales presentation, along with your print sales letter. If you're using the Internet it could be streaming audio or an Mp3 download. As long as the medium matches your audience you'll find an offer for an audio report will convert just as well as one in print.

Using different mediums helps you reach different people, reading your sales letter out loud improves your understanding of the copy, plus helps work out awkward flow. This is a great exercise to improve your copy, after all your only purpose is to connect with a buyer -- doesn't matter if you do it online, in print, by audio, or by all those methods together.

In some cases audio is more powerful than print, especially if you can put your lead generation on the radio or television. Of course, that must be a cost effective medium to reach your specific buyer. Bottom line is audio can be powerful.

Speaking of audio, I'm doing a telephone conference in a few weeks that you may want to get involved in ... there's no charge, but seating is limited. To reserve your spot for early call announcement, just write in with your most pressing copywriting question. Reply here or fax your question to +1 (757) 282-7779.

Just remember, if you offer your sales letter in audio format to also include a means of ordering in case your order form gets separated.

Sincerely,

Justin Hitt
Editor, AdBriefing Copywriting Newsletter

P. s. Don't miss the special offer I'm put together to help you sell more in this economy, plus to get a gift together for my wife on Valentines Day. Read the whole story at "How My Wife Thinks I Broke the Heat Pump Marketing Lesson "