Getting the right message

To a highly qualified audience

Can easily generate a

* checks notes*

Shit load of money...

Troy Bilt Garden Way executed utilizing direct mail...

Lets breakdown how this was done


https://www.yumpu.com/en/document/read/51323451/1g3kkgf/361

This one starts on page 347...

Lets dive in


1/ Qualified Audience

Their sales letter only went to people who opted in.

These are people interested in gardening...

These are people who they can convert.

People opted for information... much like newsletters people opt into today


2/ Urgency

They start the letter off with urgency.

Right away...

They're sold out of this months inventory and orders are coming in FAST.

Reader already feels like they are under pressure...



3/ Scarcity of Savings

They're offering savings for a limited time.

With a limited supply.

It's now or never for the readers....

Get it while you can before its gone kind of deal.

Puts A LOT of pressure on them to buy.


4/ Timing

It's important to think about what they're selling & who they're selling to...

Gardening tools.

Gardening season starts in the spring. If you're late to the start, you've missed a huge window.

There's already urgency naturally.

Troy Bilt is using

• Scarcity of Product
• Urgency of the sale
• Urgency of Gardening Season

Triple threat to get their audience feeling under fire.

5/ Clear Instructions

They note exactly what must be done in order to purchase.

They ask for the sale.

They give instructions...

A confused mind always says no.

Don't give them a chance to be confused.



What I found most interesting about this letter

Is how important context is to its success....

Time of year..

Inflation of vegetables the year before...

The audience opted in (this means they're already highly educated and motivated)...



This one has a lot of nuance that makes it great.

Still working on getting a layer deeper with every letter I study.

Context is ALWAYS key.


Thanks for tuning in

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Breaking down 30 sales letters in 30 days... today was day 8!

Many many more to go :)

Cheers