QWERTY SPELLS CASH
INTRODUCTION
Funny how times change, isn't it? Not all that many years ago, the 'QWERTY'
keyboard was strictly the domain of slender female fingers - with the
finest kept finger nails of the nation! The glorious 'Typing Pool' - where
amidst the clatter, and the latest gossip - could always be heard - the
scraping of steel or carborundum on bone!
Now of course, with the advent of word processors and computers - the
QWERTY keyboard has become an acceptable place to find the 'hairy hand'
of men! There have always been exceptions, such as journalists, writers,
members of the forces and those other areas where 'the girls it would
seem - were denied access!
Even the kids have now joined in - deriving pleasure from a QWERTY keyboard
with computer games and the like! What would we do without this marvellous
invention? Well in business - not a lot! Especially businesses that need
to communicate with their customers by letter.
Many people however, still don't know one end of the QWERTY keyboard
from the other - never needing to learn.
This is the category I found myself in - at the start of 1987. Out of
work - wanting to start up in business and with handwriting that would
make a doctors look like the perfect example of calligraphy!
Even worse - I'd decided to start a mail order book - selling business !
If you think that typing is likely to be that 'impossible task' - think
again! If you want the income - you've got to learn! The one off-putting
thing about it - is that having to learn the 'correct' way, is a real drag.
That's why I manage quite well with no more than two fingers - and the odd
thumb now and again!
With hands like No 9 shovels and finger ends as large as most peoples
thumbs - there's not much room for more! At least I can now communicate
with the outside world to some extent - without causing 'mass eye strain'.
And, if you find any mistakes - you know why! Seriously though, for ease,
convenience and financial peace of mind, there aren't many home based
businesses to beat one revolving around a typewriter. There are so many
outlets for typed work, it's difficult not to make a typing service pay!
CHOOSING YOUR MACHINE!
Well, as usual in these cases - it all depends on how much money you've got
to invest. If you're loaded go out and buy the best. If you find yourself
in circumstances similar to those I were in - you're flat broke! Whatever
they are - nothing is bad enough to stop you buying your typewriter -
believe me.
Your first reaction will be to look through the small ads in the local
papers. This was just what I did, and I found half a dozen up for grabs.
The cheapest of which - being $30. Guess what? I didn't have that much
money for anything - let alone a typewriter! Looking forward to a
fortnightly dole check - really makes life exciting! In some countries
you'd get arrested for vagrancy with this much in your pocket!!
Looking back on it - I'm glad I couldn't afford $30. Not being one to give
in easily, no stone was left right way up! Then it hit me smack between
the eyes. I'd never given a thought to looking through a mail-order
catalogue for one. And there I found it! Brand new, electronic and
portable.........All for $4.50 a week!
Whatever type of machine you choose, make sure it's a modern one.
Those old ones with long levers and ribbons that do little more than
make a mess, are no use at all! There are modern 'manual' machines, but
the problem with any manual - is that the quality and density of the type
depends on how hard you 'hit' the keys! Plus, it's hard work - so I'm told!
Electronic is the only way to go! We do, after all, live in the
'electronic age! Daisy-wheel electronic typewriters give the best
quality finish, and at the lightest touch. Golf ball typewriters such
as the IBM - tend to be quite pricey - even second hand!
The choice of machines available is quite large. Most office machinery
manufacturers have typewriters to offer and the prices can vary from less
than $400 to more than $2,000 - and that's only a typewriter! The more you
pay, the more gadgets you get to play with. Some of the most expensive
ones even check your spelling! You can type in a full line - make sure
it's correct - press the key and it types it onto the paper. All wonderful
but not rely necessary! Some will even draw graphs, etc.
I could fill a page with no problem, by just listing that different
machines and manufacturers. The one that I purchases was a 'Brother AX10'.
British made and totally reliable! It is a machine that I strongly
recommend! And being portable it's soon moved out of the way. The large
machines can tend to be a bit cumbersome.
One great thing about buying anything through a mail-order catalogue - is
that you get 14 days approval time. Plus, you don't even have to pay
transport costs!
If you can't type already - you are going o make a lot of mistakes!
Gallons of 'Tipex - liquid correction fluid on a letter etc. never gave
anyone a favorable impression of quality. I'm still amazed that companies
allow letters to be sent out in the post - covered over with mistakes
corrected this way! If I was the manager, there'd soon be another new
typist 'in the pool'.
The best selling point of any business - is QUALITY! First impressions
count. If you're about to embark upon this new career. either s a typing
service or involving typing (i.e. sales letters for your business), you
stand a far better chance of success if you look first class - especially
on paper!
As most modern typewriters have a correction facility built into them -
there's no real excuse for shoddy work at all. All the corrector consists
of - is a 'lift - off ribbon' extra to the typewriter ribbon. At the
touch of a key - the mistake you have just put down on paper - is 'lifted'
instantly! There it was - then there it was....gone! So why anyone should
use Tipex - beats me.
JUSTIFICATION - NECESSARY OR NOT?
This is where disagreements start. But in the end the choice is a personal
one! When you think about it - most things are. Every typewriter has a
right hand margin to which you can work. The distance between margin stops
is variable and a warning is also given before the end of a line of type.
It used to be a bell - now it's an electronic bleep. However, it's what
you want between the limits - and how you want each line to end that counts.
Professional and secretarial typing is always measured in speed. Numbers!
How many words/minute you type - makes a difference! If you can't reach
the 'desired standard', you don't get the job! But, this is not a job we're
after - it's just being able to type efficiently and neatly - that counts.
If the letter takes you all day to type - nobody's going to fire you.
So, back to speed typing and margins. The usual way - was, and still may
be to some typists, to just reach the end of a line and carry straight on
with the next. Even if a word has to be broken in half. As an example I
will try to show you what I mean:
It's easy setting the left hand margin to give the desired effect. Quite
simply, the only difference in professional appearance being the 'indent'
at the start of paragraphs. Even the depth of this indent is variable
according to who's method you learn. Some say three letter, some say five,
even seven. But, who really cares as long as the finished work looks neat
and tidy? I don't.
Now, if you found that last paragraph easy to read or now - the right hand
margin is perfectly justified. It's look is spoiled by broken words -
which does tend to try the eyes of any reader!
Under normal circumstances, on a machine that's not got what is called
'automatic' justification, the line ends at the finish of the lst word -
even if the margin stop hasn't been reached. The warning bleep initially
tells the typist that the 'hot spot' has been reached. This is always a
fixed distance of say six letters from the final margin setting - where
the carriage won't go any further. As you'll see by this example - the
right hand edge of the text is 'raggy'.
Some say that example one - with the broken words but parallel margins is
'justified'. Others say that it's in coming to the margin stop - at the
very end of a word.
My personal preference is to finish at the end of one word then start again
on the next line. It does make for easier reading - in my humble opinion.
In the end though which gives complete satisfaction to everyone the words
should finish - right at the stop.
Machines with automatic RH justification, only alter the spacing between
words - so making it read well - and perfectly justified. This can be done
on an ordinary machine, but usually it means 'roughing' out the work, then
doing it all again. I use two different methods for this. Firstly, it is
possible, with a great deal of time spend on 'word play'. Whatever you
write, it can be said in more ways than one!
Using longer or shorter words, altering sentences, is quite acceptable -
but can be tiring. If your work needs to be typed up exactly 'as is' then
word spacing only is to be used. There are two lines - in the above
paragraph that I'll justify by the spacing method, marked thus.
You'll see that the first line is four letters short, and the second only
two.
perfectly justified. This can be done on an ordinary machine - but usually
it means 'roughing' out the work,
Simply dividing up the number of letter spaces needed by half spaced
added onto the spaces already present - a perfect justification can be
constructed. With both the lines inserted - the paragraph would be spot on!
After a while though, these points become like second nature. Use whatever
method is best for you, and comfort sets in. When you feel comfortable
with your machine, it is amazing how your pace starts to quicken. And,
if you can afford a machine with justification built in buy it! Then all
this hard work can be dispensed with!
Talking earlier about who's method of typing you use, I use no standard
method. At lest not one that has been taught to me. One trip down to the
local library, and a look at a couple of books on typing '' soon put me
off!! Sitting there with a pile of paper which will always end up in the
scrap bin covered in sentences like 'The quick brown fox' etc - would put
me off for life. Paper plus ribbons aren't cheap enough to throw away on
useless and time consuming exercises - there's money to be earned!
If however, you want to become a 'proper' typist - is up to you. Pitman
do a good book - but it did nothing o help my career! I had an urgent need
to earn some money! Besides, there's no finer incentive to learn quickly!
To practice while you're getting paid - is far better!
Each of us Has some preference as to how the finished job should turn out.
But by following n example of work that we find pleasing ....then so should
others who read yours - also find it pleasing. After all, they are only
words on paper! Finding yourself a standard format - and using it
constantly, will son form your own 'individual style'. What you have
to do then - is stick to it!
YOU'VE FOUND A MACHINE - WHAT ABOUT THE 'TYPE'?
For all normally typed work, jut one attractive type style, (usually the
set provided with the machine), will be sufficient.
If you intend to turn out some really classy work, it is possible tough to
vary the style by inserting one or two different daisywheels for a better
overall effect.
This method is best used when preparing master that will be either printed
or copied from. To individualise on a one off letter basis - is far too
time consuming.
The choice of type styles is extremely varied. Bearing in mind though,
that new daisywheels are around $40 each, once again, it does all depend
on the depth of your pocket! If you decide to purchase your typewriter
through a mail-order catalogue, either from choice or necessity - an extra
daisywheel is obtainable for only a few cents a week extra. Buying your
machine this way costs more, but when you have no money, needs must!
Mixing styles on a page of text can give a pleasing effect and helps to
break up the monotony. Highlighting certain words, phrases or even
paragraphs in 'Italics' - is a universally accepted method used in numerous
books, magazines and newspapers - so why not in letters?
For instance: If you write about what someone has to say, by entering a
quote - then why not put the quote in "Italics"? Or, if describing
something in detail, making it stand out from the rest plainly! One
thing's for sure, by adopting such methods - your work will stand out from
anyone else's! It will help you to sell your service as a typist - or
sell your products if you start a business - especially if it's by mail
order where you project your image of quality - on paper only!
So what have we gathered so far - apart from dust?
- Choice of machine and how to get a goo one, even if you don't have
much money!
- How to 'justify' right hand margins perfectly.
- Different type styles for better effect and quality of image.
The extra time you take - will repay you tenfold from sales generated!
When you get your machine and should be familiar with all the controls
within a week or so. Then all it takes is practice. Put to good use,
this practice can pay dividends right from the outset.
My practice was in the form of letters to everyone in conjunction with
starting up in business. Enquiries more than anything else! At least
it starts the ball rolling, and without wasting any paper just sitting
there, trying to become a professional - before making a start!
OK - you'll make plenty of mistakes - but doesn't any human being?? Some
more than others!! So, there you have it. A machine - a ream or two of
paper (good quality) to make a good impression - and you're ready to go to
work!
This is where things start to diversify. What did you have in mind - for
your new found toy? Just a new typing service, or go give another chosen
business venture that much needed professional appearance? Only you know
where you want to go from here! I must urge you tough, not to waste to
much time - ribbons and paper - without making each exercise pay. If not
in money, in answers, to some vital enquiries you have to make, or future
customers to contact.
Whatever you choose in the way of business - at least working from home
takes some beating! No trailing out on cold winter days - nobody 'breathing
down your neck' for something to be finished within the next half hour.
Just working at your own pace - in familiar surroundings! The IDEAL -
especially if you're mother with children that need looking after. Even
dads for that matter! Come on chaps - 'pride' never earned you a penny!
Ideal too for any unemployed school leavers - prepared to do something
other than loaf around!
In the end - starting any business - is just a frame of mind. You either
want to - or you don't. The decision to start - is usually the hardest one
to make! Overcome that obstacle - and truly - the sky's the limit!
Look at typing this way. You can do it just as slowly as you want or as
quickly as you are able. Typing a name and address for example - then
leaving the machine to do something else. It's still there when you return,
ready to be continued. Even if you can only type, using one or two fingers,
50 or 60 separate letter per minute! When you stop to consider that
professionals type this many words every minute, slow - is still progress!
PACKAGE YOURSELF - FOR SUCCESS
Before you make a start, what do you want from your business? How do you
want your business to develop? Just where do you want to go?
It's all down to that you want from your business in the end! As much work
as possible, or just enough to fit in with your daily routine! Pin money
- or full time pay is possible. With just two fingers, a typewriter and
the will to get on with it - you're almost ready to start!
Whether BIG business - or small - it does pay to have an attractive image.
It looks professional! Most people pay for professionalism. It also helps
greatly, when you want to open up account for 'lines of supply'. Dealing
with supplier needs to look professional. A great image will also BOOST
your confidence!
By far the best way of getting yourself noticed is by having some really
attractive stationery printed - along with your business cards to match.
This way, whoever you contact when looking for work, will gain a favorable
impression of your business presentation!
Quite a few people, especially when first starting up a business, find
printing of letterheads and cards a bit expensive. The main expense being
the designing of them. What's known at the 'Art Work'. Especially if
only small quantities are ordered. Then the price of the art work -
becomes a large percentage of the finished job.
The next guide in this series will show you how to do this art work
yourself - thus saving the added expense. Entitles "It's a Doddle -
Graphically Speaking", it will also help you to design camera ready art
work for sales literature. Something you could offer as another service
to your clients. Ask the publisher of this guide for the full details.
Package yourself first, then sell your services using your new image to
pay big dividends, which it will! Even if your aims are to stay small -
the results should give you a far better income than if you didn't bother!
SOURCES OF WORK!
Oh, that first job, it seems like a million miles you have to go! Not a
business - than a business, all at the turn of this one job! But how do
you find it? What sort of reception is that great big world outside going
to be prepared to give you?
Well, if you socialise a lot - it's amazing just how much work, word of
mouth can bring. The number of people out there, who would use your
services if only they knew about them! Small businesses re on the increase.
Nearly everyone you seek to - will know someone who's about to start up in
business, or who is already running one. Now is the time to look for them.
Jut make contact offering your services! Better still, write to them by
sending an almost perfect example of your presentation. It may have taken
a couple of days to prepare - but they'll not know that - will they?
One way to find work, with the minimum of fuss, is to put a card in the
local shop windows. Offer your service then just wait for replies!
Remember, you are the boss, and customer will usually be anxious to have
their work done professionally. For 20 or 60 cents a week each, your ads can
prove quite effective. Especially if the card you've placed, is one of
your new business cards! Don't expect miracles - just results.
After all, being a beginner - you don't want a deluge of orders. You can
easily control the amount of work you carry out - by saying that you're
very busy. This will give a better impression, than looking as though you
are hungry for work, and willing to accept anything that may come along!
Most people are patient, and if they really want you to do work for them
(as long as it's not typing something really important - that's needed in
a hurry) a delay will be tolerated. Only do this though, if you're quite
sure that you couldn't cope. More on this later!
Don't forget this: You can please some of the people, most of the time.
You can't please everybody all of the time! No matter how good you are,
and efficient, there's always one who'll complain. It's human nature!
Depending on the number of enquiries/orders you get from your ads, try to
fit everyone in as best you can. You may not get any response at all.
But, until you place your card, you don't know. It's the first agonising
stage in any new venture! And, we all have to go through it.
Work gained from shop window advertising can be very spasmodic. None for
weeks - then a deluge . Another most unexplainable phenomenon! Or, you
could start off with a lot more than you imagined possible - only to
discover shortage of work later!
To expand upon this area of work, and advertisement placed in your local
free newspapers, can cover small parts of the city - or give complete
coverage.
What you really need though, is regular work - from regular customers.
The ideal place to find this kind of work - is in looking form small
businesses. One man bands are usually the best source. Some of these
will readily reply to your newspaper ads. When you've found one - ask if
they know of any more similar businesses who need one or two typing jobs
done. Amazingly, small businesses do tend to deal with many other small
businesses! This way the word soon gets spread around. Especially if you
are prepared to call and collect - then deliver the finished work. You
can soon build up quite a 'round'. Or, if you aren't able to do this -
operate through the mail. Maybe collecting the work, then sending it back
to your client in the post.
Once you do find regular custom - it's essential that you look after it.
Other incidental work must be fitted in around it. One offs - may never
come back. Regulars will - while ever they're being looked after.
One other area to explore - especially nowadays, with much more being
expected from school leavers - would be a CV typing service. Most
progressive youngsters expect to get themselves a decent job at all costs.
Employers like to be presented with a neatly prepared and typed up
history of the job applicant. A CV is all this important information
neatly documented:
Applicants Name; Address; Date of Birth; School Attended and
Qualifications; Hobbies and Interests; Ambitions; Type of Employment being
sought; Health Details' Nationality; etc. etc.
Once a standard format for typing CV's is constructed it can be repeated
time after time. A set form can most often be designed quite easily and
photocopied. All that then remains, is to fill in individual details.
One very lucrative way of earning money from the QUERTY keyboard!
Advertising this facility, again in local newspapers, can bring in loads
of work. Plan your advertising of it to coincide with the summer school
leavers in mind - and be visual when it's most wanted! Approach schools
to pin card or notice on their notice boards.
Many university students and nurses, s well as those professionals who
need this type of service - can easily be reached by notices on college
notice boards. Design a separate CV from for this, to include past
employment or Qualifications/Experience. Slightly more content than a
school leavers - but basically the same!
Talking of universities - most students have to write a 'theses' of some
sort - and this service is one that's much needed. Working straight from
student's notes, all you do is type them up into an acceptable form.
There is normally a uniform standard to which theses re typed up and the
student should be able to tell you what it is!
There are books available from the library - covering both subjects - or
at least including much detail about them.
How far do you go, depends really, if you like meeting people - or not.
Sometimes it takes quite lot of guts, to go out looking or work face to
face. But, as I have already mentioned - we are all only human beings and
not many people will bite your head off!
If you're feeling BRAVE - one terrific way of finding work, is to have a
walk round small industrial areas. In these, you are likely to find plenty
of one man bands! A great deal of work can be brought in from such
thriving enterprises!
Most of these small businesses, are usually operated by their owners -
who spend most of their time up to the armpits in muck and grease etc.
Most of them have little time for paperwork! These businessmen are
normally eager for someone to take this load off their minds!
If they already have secretarial help of some sort - don't let this put
you off. One red tip here, is offer them an alternative service! If the
clerical staff comes to a total of ONE - don't forget that everyone has
some time off due to illness - and holidays.
The service to offer then, is an emergency relief, to cover these periods.
Leave a card - asking them to phone you - if and when the need arises!
Holiday relief brings good results. Once you've made it clear that you
can fit this in, it stops the proprietor of the business having to worry
about it. However, you must make it quite plain that you work from home
- not it the office. If this is what you want. If you don't mind working
in their office fair enough - it's entirely your own choice.
But what if you get so busy, you just can't cope with all the orders for
work? There is a limit to how much a one person business can do! You
might have two hands but you most certainly can't use two machines! So
what now? Whatever you do, you don't want to lose any custom. That could
prove fatal!
Well, it's quite simple really! Advertise locally for a typist! There's
bound to be one very near to where you live. Possibly employed full time,
but always willing to earn a bob or two extra!
It would be a good idea to find this out, before you become too busy.
After al - there will be times when an extra pair of hands
(and a typewriter) could be useful!
What about typists who have packed in their jobs with a family coming
on the scene. Chances are they've never given homework a thought!
If you find two or maybe three who are willing to do work for you - your
small business could really take off in a BIG way!
It's quite easy to build up to such an extent that no typing is ever done
by you at all! You find the work for all your agents - and just
deliver/collect it! Add on percentage for yourself (or pin your typists
down to one rate that's common to them all!) You then have the basis of
a tremendously profitable business!
So far, starting out from square one has been covered in fair detail -
showing you how/where to find work, and how to build up a successful home
business. Every idea has been researched and is operating profitable! By
bringing all of them together under one cover the choice is yours - one or
all! It certainly is an indisputable fact - that "QUERTY" spells "CASH"
And CASH is one topic that's not even mentioned as yet!!!
PUTTING A PRICE ON YOUR WORK
Believe it or not, when any new business starts up, a major problem,
(unless plenty of homework is done first) is PRICING! The first reaction
is to undercut everybody else, supposedly on the assumption that a
'killing' will be made! Needless to say - it's a wrong move!
Testing the market for the right price structure will always be far more
beneficial;. There is something about human nature that puts most of us
off from going for the cheapest. The right blend of quality,
presentation - and price, will be successful every time! The rule is this:
To be successful in business, (any business), prices should be set at the
ideal level that your 'market' will bear! Overpricing is also deadly! But,
one thing about starting off too expensive, is that price reductions can be
made, to suit your particular market - and prove very effective............
Go in too cheap, and raising prices to make it pay, negative result will
almost certainly cause problems!
Every one of us is sensitive to price increases. Those people starting out
in business for the first time ever, charging other people money for what
they do, or supply, are little apprehensive about it - to say the least!!
They want the work, wish to satisfy customers, and at first lack the
confidence. It's an age old story! So how do you get it right to begin
with - it sounds difficult! Here's a tip that I've used on many occasions.
It works, almost without fail! Pick up the 'Yellow Pages' find the
services similar to those you're going to supply, pick a few with the
'one liners' - and give them a ring! Pretend you're someone who wants
some work doing and ask for the price!
When you've got a number of prices, just average them out! Or, forget the
cheapest and most expensive work and average those prices in between!
(Top and Tail)
My research found prices ranging from $12 to $60 for an easy task like
re-typing a 3,000 word manuscript! That is $4 - $20 per 1,000 words!
Not much difference is there?? No wonder QWERTY spells Cash! Another
quoted the hourly rate of $24 - telling me that his typist was really fast.
At what - I asked - and hung up immediately! He did say that it was about
a four hour job though. 12 1/2 works/min is hardly fast!
On average, charges per 1,000 works, (after topping and tailing the quotes),
came to about $8.50 - $10.00. These sounded about right.
Here's another valuable tip! Always call round to see sample work provided
by the cheapest quote. In my case I found the standard perfectly
acceptable - compared with one or two more expensive ones. Keep their
number handy! You could farm a lot of work out this way - and make the
profit without doing the work! Also handy for when your service gets too
busy!
From all of this, you should get quite good idea as to what should be
expected! And if you've never used the QWERTY keyboard before - you're in
for some fun! You'll have some happy hours ahead of you - full of 'tuts'
with other choice words of your own vocabulary, thrown if for good measure!
For example..........
Spelling mistakes, words running into one another, keys being pressed by
mistake, it's all going to happen! When it does, it's usually near the
beginning of a new page - which means a sheet with one or two lines on it,
going straight into the bin. Worse still an almost complete one!
You could of course, try to learn 'touch typing' but I'd rather shoot one
well aimed finger at the target and hit it! Electronic typewriters are so
sensitive to touch that all sorts start to happen. Especially if you've
got big, clumsy hands like mine! At times, even that finger, with it's
deadly aim - manages to push two keys at once!
Just imagine that every line you type correctly, gets paid for - and it
all ads up - line by agonising line!! English grammar; Punctuation;
Spelling; shouldn't prove much of a problem, especially if you're just
copying the work from notes etc., that someone else has provided you
with - just needing to be finish typed. One item always handy to have
around, is a pocket dictionary! If a work doesn't look right - simple
check it!
A well run Home Typing Service, starting from scratch has been shown - with
the many ways of expanding it into an extremely lucrative and pleasant
business.
All in all, the money that can be earned, from such a small machine, taking
up little space, is astounding, to say the least! Once you have learned
the ability to put yourself in touch with the outside world,
the "QWERTY" - keyboard can really move you up into the fast lane!
SALES LETTERS AND LETTER LAYOUT!
Now let's go back to the section where you contact an unknown prospective
client by letter. Believe it or not, this will be your very first Direct
Mail Shot! The only thing that sells your service - is the letter you send!
The way it's written and presented - will win or lose those much needed
orders you seek! Constructing a sales letter that sells - is not as easy
as it sounds. But, by working to a set, well established formula, not
people, including yourself, can write one! I' m not saying that a first
attempt will be highly successful, far from it! As you're aware already
- you don't know what you can do if you don't at least try! It's known
as the University of Life - of which we're all active members!! Aren't we??
And, if you can write a letter that effectively sells your service - you
can write one equally as well to sell a product - right? - Deciding on
the format or layout of a letter is easy. It can be measured out. Quite
simply a letter that starts too near the top of the page and ends too close
to the bottom - is overcrowded an unbalanced. One long monotonous paragraph,
becomes boring, and so a letter is best split up into sorter ones. Making
every paragraph fit neatly on the page - is the trick. And, it can be laid
out, using a pencil and rule. Fitting in the written words in the hard part.
Before proceeding with letters, let' s take a look at the first impression
we all get - when our mail arrives!
It all starts with the envelope! A common mistake and really poor practice,
(which I see every day), is to use the wrong sized envelope. Folding
letters up to fit into tiny, cheap brown envelopes, gives that very first,
poor impression. (You know it's possible junk, as soon as you see the
envelope!) They even fold bills up correctly and us the right sized
envelope, and none of us wants those do we??
As far as I'm concerned, although some may not agree, there's only three
sizes of envelope for A4 paper. They are: C5, if the letter is to be
folded in half. DL, when it's being folded into three and C4, if it is
to be left flat. (Normal for delivering work - unfolded).
One color that should hardly even be used -is BROWN.
With neatly folded letter - in the correct size of envelope, you've made
your first impression immediately! A favorable one! Next it depends on
your letter:
Opening it up to read - it shouldn't be folded along a line of text. The
folds need to be in the spaces left between paragraphs. This makes for
ease of reading - and also looks as if you've put some thought into it.
Which, of course, you will have! It may seem a bit fussy, but I know for
a fact that my sales letters SELL! So, take it from me - the extra effort
is well worth it!
Mark down the LH margin - from the top of the paper - 102m/m - 148m/m -
204m/m. These will show you the lines along which the letter will fold.
Either in half - or in three. Use this as your standard format - and
you'll not go far wrong!
Allowing 50m/m for your letterheading, this will also leave room for
addresses at the left hand side. One easy way to avoid having to mark
out each letter, is to make a backing sheet up with bold black lines - so
you can see them through your typing paper.
Quite simple really, and ensures that your layout is uniform every time.
Not only will this help you to get a style of your own, it also keeps your
clients happy when they know what standard is - every time!
Now let's move onto the basic construction of a sales letter. You've got
your presentation right. The only one thing left - is what your letters
actually say. Will the letter you send out - bring in orders?
If you look on a sales letter, as being a great big - full page
advertisement for your service you can start!
The main formula for advertising (successfully) - is AIDA. Attention;
Interest, Desire; Action. This is also the rule of thumb for writing a
sales letter. It is just an overgrown advert, when all is said and done!
Books on this subject - written in fine detail. Unfortunately due to
space - this isn't one of them. I will however, cover as much detail as
possible!
SALES LETTERS THAT SELL!
I find that a headline works well. It does tend first of all - to grab
the readers attention. Once you have it your letter should start to create
interest immediately, to make the reader want to read it all! Usually
though, many people are in a hurry when they open their mail. In most
cases they're off work - or getting the kids off to school. Because of
this, they tend to 'top and tail' the letter - hence the PS. Any sales
letter only has but a few seconds to grab the readers attention. Lost
this - and in the bin it goes! Hence your nice envelopes/neatly folded
letter - on attractive letterhead! Even if you've only managed to create
this much attention, it will then prompt your reader to want to read it
later, if they are in a hurry first thing!
Once you have the readers undivided attention, you've got to appeal to
the one human failing we all have - and that's DESIRE! Stimulate
that - and you've scored. When was the last time you had a desire? Yes,
it is powerful, isn't it? Only NOW you have to get the effect, using the
written word! Even the pro's find this difficult! Spell out every benefit
that your reader will get from buying, or hiring your services. It is
DESIRE that sells - not a need! Anything to offer your reader a better,
easier and convenient lifestyle!
When you've managed to arouse that base instinct to a satisfactory level,
you've then got to take the ACTION - Ask for what you want, don't be shy!
If it's an order - ASK FOR ONE. If it's a reply - ASK FOR ONE! Same goes
if you want them to give you ring! You might want him/her to discuss it
with their wife/husband first! TELL THEM
Write your letters as if writing to someone you know, adopting I/We - You
and Yours. Chat along naturally. We all do it you know! A stuffy Dear
Sir/Madam letter, will stimulate about as much excitement - as a snow
storm in summer! If you have a need to write to - write to it! If your
letter is general one - make your opening general whilst at the same
time - informal.
If you're writing to a small business, and it's not a limited company,
start off by Dear Proprietor (if it's a letter to the person who owns the
firm). Likewise, if it is a letter to the head of a limited company it's
better to start off Dear Managing Director.
For anyone writing to someone wit no specific person in mind though, Dear
Sir is acceptable. But in business, the aim is to be more direct! An even
better approach is this: If your letter is written to a small firm/company,
and you'd value an order (maybe on a regular basis) ring the switchboard,
and talk to the receptionist. Tell her that you've got a letter to post
off, but you don't know the persons correct name - could she tell you
please?
This is the technique I have used very successfully and got the persons
attention by addressing it to him direct by name. It does the trick nearly
every time - resulting in the order I wanted. Firstly, he's intrigued as
to how I know his name! Receptionists are usually so far out of contact
with a Managing Director, the original telephone call goes by undetected -
but the intrigue is set up!
SALES LITERATURE FROM SCRATCH!
Depending on whether the sales literature is sent out with a sales letter
or not - is a matter of choice - but it does create some important
differences. Personally, I always send a sales letter accompanied by a
leaflet - or brochure.
This should contain all the details about the product being sold.. The
letter then sells the desire to have/use the product described! If there
are some specific point about the product - which you'd like to bring to
your readers attention - do this in your letter. Dodging back and forth
from letter to leaflet - maintains interest!
If however, you just want to send out a leaflet alone this has to serve the
purpose of both. Which, in many a case proves difficult. The reason being
not enough space to include everything. It then becomes cluttered looking
unprofessional. So first you have to make up your mind - Will a letter
be included - or not? Then you can make a start. Because products are so
diverse, it's difficult to specify more detailed information. The
literature may include technical specifications, photographs, lists of data
or contents etc., etc.
One thing that you need to do continually, is to sell all the benefits.
Show the good points (never the bad) and make the product look attractive,
or sound it in all the usual ways. Never be afraid to oversell! After
all, that is your intention in the first place isn't it?
Bring out the highlights of the text by using graphic letting etc. Set
out the major benefit as a heading in much larger lettering. But, most of
all, make sure it is just as professionally prepared as your letterheads!
Spoil your sales literature and you might as well put the letter in the
bin with it. An overall professional package must be presented - then it
will sell!
Exactly the same as your sales letters - literature should be well balanced
in appearance - and attractively prepared. Brochures/Leaflets do better
when colored. If your product is only low priced, simply use pastel, or
bright paper (never dark). On the other hand, if what's for sale is
extremely expensive - go the whole hog! Have a complete, full color
brochure prepared and printed . I always find it better to lay things
out as I want them - as already mentioned - this cuts out quite a lot on
cost in the first place.
So, you started off without a typewriter and not much capital (maybe?).
Got yourself prepared to do battle, by creating a brand new image for your
business. Found some sources of work and what to do if you found too much.
Is your pricing right? How to compile and write your own sales letters etc.
Off you go then and prove to your own satisfaction that: "QWERTY" really
does spell CASH!
GOOD LUCK!!!
