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Sales Letters:
- 52 Annual Sales Letters | 4 Monthly Sales Letters | 1 Weekly Sales Letter.
- Customized to meet the needs of your business.
- Product Sales | Service Sales | Puff Pieces | Event Letters | Customer Testimonial Enhancements.
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How Millionaire Elite Robert Kiyosaki Leveraged the Power of Sales Letters and Word Associations to sell 32 Million Books and Scale his Business Empire
How does a business best capture people’s attention? What psychological mechanism’s ignite the inner spark of human curiosity? Can a carefully crafted message transition strangers into costumers? When billionaire Robert Kiyosaki pitched New York Times best seller “Rich Dad, Poor Dad” to editors, he was advised to change the name. Something boring along the lines of “The Four Pillars of Investing.” Kiyosaki theorized that the name “Rich Dad, Poor Dad” had more sales appeal to regular people who weren’t naturally inclined to read finance books. Today the book has sold over 32 million copies. Kiyosaki tapped into the power of word associations. The title brilliantly connects to the personal experience of all individuals. “What do the rich know that I don’t?” “Am I a poor dad?” How do I become a “rich dad”?
The book itself is a gold mind of useful information. It takes the reader through the life journey of Kiyosaki. His biological father was a well-educated professor. To him, school was everything. He desired Robert pursue the highest degree of education. Kiyosaki’s other father was his best friend’s dad who had failed to graduate middle school. He preached that school was of secondary importance. If the goal is to become rich, shouldn’t the study of business be the top priority? Kiyosaki was granted a rare opportunity to experience radically different financial perspectives as a child. “Rich Dad, Poor Dad,” available here, discusses:
- The mindset of the rich vs. the mindset of the poor.
- How to manage money like the rich.
- How to protect money like the rich.
- How to invest like the rich.
- How to build a winning skillset and mindset.
- How to educate yourself.
- The difference in employees, self-employed people, businesses, and investors.
- Cashflow.
- Assets vs liabilities.
- Financial literacy.
- How to educate children like a rich dad.
The book delivers an addicting consortium of actionable information. Readers become not only educated, but motivated. They develop an emotional connection to the journey of Kiyosaki, are reinforced by the authority from which he writes, and by the social proof of his true story. The moment I completed “Rich Dad, Poor Dad,” I purchased the second book in the series; “Rich Dad’s Cashflow Quadrant.” Next was “Rich Dad’s Retire Young Retire Rich.” Then was “Rich Dad’s Guide to Investing, What the Rich Invest In, That the Poor and Middle Class Do Not.” Each book worked like a sales funnel taking me to the next. That’s when an ad popped up. “Rich Dad, Poor Dad’s” real estate class was scheduled for a free seminar near my home. The speaker owned over 100 apartment doors. $700 later I had signed up for the more intensive 4 day class. Each experience delivered more enlightening and actionable information. At the end of day 4 I watched large numbers of people sign up for Robert Kiyosaki’s version of a “college” program. I myself signed up for a less expensive partial package . Those that fully continued gained personal professional coaches who not only provided counsel over the phone, but accompanied them on their journey into real estate.
Kiyosaki’s book series can be described as one of the most effective extended sales letters in history. It leverages the following tools:
- Word associations: Connecting words to the readers personal experiences.
- General associations: What lessons should my “poor dad” have taught me?
- Rhetoric: “Rich Dad, Poor Dad,” implies the book can turn you into a “rich dad.”
- Persuasion: Story form allows the reader to picture themselves in Kiyosaki’s shoes. If he can do it, I can do it.
- Authority: Kiyosaki’s net worth is estimated to be $80+ million.
- Social Proof: Kiyosaki has walked the path he advocates.
- Emotion: The book leaves the reader hopeful about their financial future.
- Clarity: The book describes the path Kiyosaki took to achieving success and what actionable steps the reader can take to start their own “rich dad” journey.
- Pre-suasion: Kiyosaki attributes much of his success to guidance he received from his “rich dad.” The reader is pre-conditioned to pay for professional assistance.
Successful business’s utilize word associations, general associations, rhetoric, persuasion, pre-suasion, authority, social proof, emotion, and clarity, to capture attention, spark curiosity, turn readers into costumers, nurture intimate costumer relationships, and achieve lifetime partnerships.
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White Papers:
- Custom fit to meet business needs.
- Written for investors, managers, & customers.
- Describe consumer problems.
- Outline business solutions.
- Details business systems.
- Articulate business philosophies.
- Highlight business strengths.
- Clear & concise.
- Keep the reader engaged.
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White Papers Made Simple. How Following the McDonald’s Blue-Print can make any Businesses Irresistible to Investors
Think of the best hamburger you have ever eaten. Was it from a local restaurant? Did Johnny cook it at a summer barbeque? Did you make it? I’m going to guess it wasn’t from McDonald’s. So why is Johnny flipping burgers at the beach while McDonald’s is an internationally recognized mega-corporation? Well written White Papers clearly and concisely describe problems and solutions, outline business systems, and articulate driving philosophies. They educate potential investors on the mechanisms that facilitate business success, and organize business systems in a simple and repeatable manner. White papers should communicate complex concepts in enjoyable form.
McDonald’s founder and CEO Ray Kroc never produced the best hamburger in the world, but he developed what can be described as the best business system since Henry Ford’s assembly line. Broken down to the base level, successful businesses solve costumer problems. An accountant files taxes, and a tailor hems suits. Even the car salesman who sells over-priced red convertibles solves costumer problems; a feeling of inadequacy, a desire for social status. McDonald’s White Papers would have been amongst the easiest in the world to write.
Jennifer is a 27 year old mother of three children. Her husband works double shifts for the city police department. The rising cost of living has forced Jennifer to get a part-time job as a receptionist at an ophthalmology office. Jennifer is up every morning at 5:30 AM. She get’s the children showered and dressed, makes lunch for the entire family, and has the kids on the school bus within 2 hours. Jennifer works from 9:00 AM – 3:00 PM. She has a short window of time to relax before her children arrive home at 4:00 PM and her husband at 5:30 PM. The modern mother has more responsibility and less time than at any period in history. McDonalds has a solution. At 5:30 PM Jennifer can get into her car, drive to the local McDonalds, and pull up to the “drive-thru.” In 5 minutes, without ever leaving her car, Jennifer can order and be served dinner for her entire family. McDonalds has transformed the hassle and headache of preparing and cooking dinner into the simplicity of a 15 minute car ride and $10.00.
The McDonald’s revolutionary “fast food” system allows managers to follow simple and repeatable procedures that guarantee consistent delicious food across different store locations. A McDonald’s hamburger in Texas is ready to eat in the same short period of time and has the same delicious taste as a McDonald’s hamburger in New York. The McDonald’s quality assurance team guarantees that franchises:
- Are located in populous locations that offer visibility and convenience to potential costumers.
- Are sized properly to accommodate standardized McDonald’s equipment.
- Have “drive-thru” accessibility.
- Have Parking lots.
- Standardized McDonald’s equipment – including food warmers, fryers, ovens, freezers, and refrigerators.
- Standardized McDonald’s food.
- Standardized McDonald’s menu.
- Standardized cooking procedures.
- Manager training programs.
- The McDonald’s logo towering over the top of the building for all to see.
Mother’s have less time than ever before. McDonald’s solves that problem with the availability of fast, filling, delicious, American food. The McDonald’s business system guarantees consistency from burger to burger, store to store, and state to state. The franchise process has empowered McDonald’s to not only serve costumer needs, but to purchase some of the most valuable real estate in the world. According to a 2015 report by Forbes, McDonalds has accumulated over $20 billion in U.S. real estate alone.
McDonald’s was able to scale quickly and would become arguably the most recognizable mega-corporation in the world in-part, because it’s business system was so easy to understand. A changing world left mother’s with less time than ever before, and McDonald’s offered a simple solution – “fast food.” The McDonald’s standardized business system is simple and repeatable and easy to articulate to perspective investors. The added bonus of McDonald’s real estate potential made investing a no-brainer.
Properly written white-papers are:
- Clear and concise.
- Describe costumer problems.
- Outline business solutions.
- Articulate business philosophies.
- Keep the reader engaged.
- Describe business systems.
- Highlight business strengths.
Click here to schedule a consultation and find out what WriteYourSales can do for you.
Marketing Plans:
- Annual marketing plans.
- Short, intermediate, & long term objectives.
- Centralized messaging.
- Brand enhancement.
- Brand/ Marketing synchronization.
- Customized to maximize business profitability.
- Sales Letters | Puff Pieces | Event Letters | Customer Testimonial Enhancements | Video Production
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How “the Father of Public Relations” Edward Bernays Manufactured Demand for Piano’s by Targeting the Human Desire for Social Status
Elite marketers do not sell products, but manufacture the conditions in which products sell themselves. When “the Father of Public Relations” Edward Bernays was hired to market Mozart Pianos the final objective was to sell as many instruments as possible. Rather than highlight the Mozart Piano, Bernays formulated a plan to increase consumer demand. How do you convince people that have never played or desired a piano to buy one?
Jonny is a 31 year old living in the first half of the 20th century. He was recently promoted to a managerial position at the Ford Motor Plant. He plans to use his increased salary to put a down-payment on a new home for his wife and two children. Last Friday Jonny took his family to the local movie theatre to watch the latest Charlie Chaplin film. He noticed that wealthy families were depicted as having piano rooms. The next morning Jonny opened the local newspaper and read a full-page article on billionaire John D. Rockefeller’s exquisite piano room, equipped with white stone tiles, black leather couches, the world’s finest art, aged bottles of wine, and a new Mozart Piano. It wasn’t long before Jonny contacted his realtor to add a piano room to his dream home wish list.
Edward Bernays successfully associated piano rooms with wealth. He convinced people that had never played or desired to play piano to become Mozart Piano customers by playing on the human desire for social status. “If wealthy people have piano rooms, then I will have a piano room” – of course a piano room requires a piano.”
Effective marketing goes beyond volume of people reached. It transforms the way consumers view products. Jonny no longer wants 3 bedrooms and 2 bathrooms, he wants a piano room.
WriteYourSales marketing plans focus on:
- Manufacturing the conditions by which products sell themselves.
- Brand enhancement – Connecting your brand to the social prestige, authority, and zeitgeist.
- Brand/ Marketing Synchronization – Marketing plans that are consistent with company branding.
Quality marketing matches quality products. Click here to schedule a consultation and find out how WriteYourSales can enhance your brand.
