Write Great Sales Letters!

Sales letters should be part of your marketing arsenal. Whether you are sending them through the mail or by email, a strong sales letter can capture your readers attention and excite them about a new product or service. That is, if you write a results-driven letter. There are some things you should know about making this traditional marketing tool more effective.

Understand your audience. Use the proper voice and tone for your letter based on the group that you are sending it to. Use a formal tone for older groups and a more casual one for a younger audience. Always address it to a real recipient.

Be sure that you personalize your sales letters by addressing the customer by name and not using a general recipient. Have an understanding of a reason that they might be interested in your offer, such as a new family member, a new home or car. Tailor your message to fit the demographic you are sending it to: women, seniors, recent graduates.

Understand that your letter must get to the point quickly. You should let the reader know why you are writing by the second paragraph. Make your point clear and early so you don't risk the letter being thrown out before they've read enough to know what you are offering.

Sell benefits, not features. Answer the "why" of purchasing a good or service, not a "what". Point out what the customer gains by following up with you and potentially buying. It helps to understand who you are marketing to so you can point out what the benefits are to them specifically.

Deadlines are effective in prompting readers to take a decisive step. Include a special free offer along with responding quickly and your results are likely to be even greater! Make sure you give them enough time to respond, but not so much that they forget about the deadline.

Make sure you ask for what you want. What is the next action the reader should take? Should they call you for more information, return a card for more information, set up an appointment, go to your web site? Tell them what they need to do and give them options. Don't expect a sale from a sales letter. Do expect some additional contact from the recipient.

Your letter should not be more than one-page, easy to read and professional. Proofread well for spelling and proper grammar. Use good graphic design, plenty of white space (blank areas), bullet points and italics or bold print to call attention to particular details. Emphasize key points and remember to end with the next step or "call to action".

by Steven Schlagel - September 1, 2009

Help us to improve or leave a comment when you: Click Here to take survey

Back to Top of Write Great Sales Letters

###