All right, so you’ve got the addresses. Now what are you going to do with them? Obviously, what you’re going to do is send your users marketing material in the mail so that they’ll know all about the great stuff you’ve got on offer.
There are two ways you can do that: you can send them a newsletter every couple of weeks or so; or you can send them a sales letter. Newsletters are hugely important. In the next chapter I talk about newsletters in detail.
In the rest of this chapter, I’m going to explain how to write simple sales material that gets results. I’m going to do that by concentrating on the two most important parts of any sales material: the headline and the call to action. Get those two right, and any piece of marketing material you produce - online or off - will get the results you want.
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