I get truck loads of mail everyday. And I absolutely love it. Especially when my mail box is flooded with checks and "ready-to-cash" money orders. But not all of those envelopes have money in them. Here's what I've found...

You see, I can typically find 3 to 7 sales letters (polite for "junk" mail) lurking in between all of my orders. They're selling everything from "cheezy poofs" to dream vacations in the exotic Cayman Islands. From the "hottest" money making opportunities to Dr. Skinnylittle's super "sizzle" diet pills. But before you "slam dunk" this junk... beware! You can use these offers and sales letters to give you a priceless education. You can learn how to make money. Or discover the fastest way to "flush" $3,274.68 on a mail out. You see...

And you can study this advertising. You'll have sales letters in your mailbox that have made people rich beyond your wildest imagination. And other's that aren't worth the paper they're printed on.

Just last week, I received a sales letter. I read the headline. This first word was "I." Then the sub heading. Same deal. So I skipped to the "P.S." to find the "offer." What was this guy selling, anyway? The offer was no where in sight! And that 8 page "sales" letter help gather dust along with a pile others for a week. (I eventually read all sales letters... it's free education, right?)

The letter didn't get read immediately. Why? Because I didn't see anything in it for me! The headline was about the person who wrote the letter. Not about what he could do for me. Or how my life will be better, or how I would be richer, healthier, happier, or wiser by reading this letter or buying his product. As a matter of fact, you don't see the word "you" until page 5! Most people won't wait until page 5 to figure out how they can benefit. (Maybe it is junk mail.) Anyway, on to...

The purpose of a headline is to pick out people you can interest with your product or service. So the headline has to be benefit driven or solve the reader's problem! It also has to urge the reader to read on. You see, your prospects aren't going to read your sales letter unless you make it worth THEIR while and let the headline show it. If you don't have a headline that captures the reader's attention long enough to read the letter... you've lost before you got out of the starting gate! That's lesson one.

The two most powerful words in a sales letter are, "You Get." And don't wait until page 5! Tell the reader exactly what's in it for them... even as early as word one. "You get 8 one hour audio tapes, a 257 page, power pocked manual, and a free video valued at $59.95 as a special bonus to you for ordering within the next 5 days." Here's what you get... Here's what you'll learn... Here's exactly how you will benefit... Here's how your life will be better... Here's what's in it for you, Mr(s). Reader.

The second most read part of a sales letter is the "P.S." It's where people look to see how much this "thing" is going to cost them. (This is also where they decide wether or not to read the rest of the letter.) And here's what it said: "I've enclosed a brochure." Not only was the sales letter "bad," but he insulted the reader in the "P.S." The first thing you see is, "This letter is all about me. Nothing for you here." Then the next thing we read, the "P.S.", tells us we're some kind of "bone head" and that we're incapable of finding the enclosed brochure! Use the "P.S." to your advantage by restating the main benefit, reinforcing the guarantee, or reminding the reader about the "free" and valuable bonuses.

These are only three of the many lessons to learn from this one sales letter! And how many do you get in a week? In a month? Here's the point... Take a close look at ALL your mail. And most importantly, make note of which offers and sales letters get YOUR attention. Take the best from the best and learn from the rest! So before you trash your "junk" mail, remember you could be throwing away an invaluable direct marketing education!

Jason Cannon is a business and direct marketing consultant, as well as the webmaster of www.jcannon.com. For a free copy of Jason's latest report, "300 Places to Place Free Classified Ads on the Internet," send a self addressed, stamped envelope to: "Free Classifieds," P.O. Box 25, Elizabethtown, KY 42702-0025. Jason can be reached via e-mail at jason@jcannon.com.