The sales letter is an
essential part of your direct mail package and often stands alone when
following up a cold call. Writing a good sales letter can be
time-consuming if you care enough to get it right. Too many sales
people overlook or minimise this aspect of their business. Why? The
simple truth is that most people just don't know how to write a sales
Here are some tips...!
If possible, use the
person's name and title.
Make the sales
letter friendly and personal.
Be descriptive and
pepper the letter with anecdotes and case studies in order to
capture the reader's interest.
Try to write like
you talk. Read your first draft aloud to see if you've achieved a
Keep your paragraphs
brief and use simple, evocative language.
After writing your
first draft, put it aside for a day and then read it as if you
were the prospect. Examine your response. Would you toss
this one into the circular file, take action and buy or put it
aside to act on it eventually?
If you want an
honest appraisal of your letter, ask a friend or colleague to read
it without telling them that you are the author. Solicit their
comments and criticisms.
While keeping to a
standard format (1 inch margins, plenty of white space, a 10 or 12
point font), consider going for an eye-catching paper.
If you are judicious
in your use of boldface, italics and caps, they will be more
Always use a PS in
your letter. You can repeat your USP, ask for the order or offer a
wherever available. This is another highly effective but often
Make an offer that
is nearly impossible to refuse! Also, give your customers
something of value for free.
Send out one, two or
three follow-up mailings. Even if a prospect wants to do business
with you, your first few mailings may be sitting in the "TO
procrastinators by offering great deals with expiration dates.
Don't just make an
offer, ask for the order! Tell the customer what you want them to
do. Give them step-by-step instructions.
Make your sales
letter compelling, exciting, and inviting.
"Free" other power words are: Save, Today, Introducing,
Easy, Now, Amazing, and Breakthrough.
give a money back or satisfaction guarantee. Most people won't
return things but it gives them faith in your company.
Say it and then say
it again. Tell the reader more than once what they should do. Give
your telephone number several times.
Offer customers a
toll-free phone number, credit card and cheque or money order
Almost everyone has
better things to do than read your sales letter. They will only
respond when there is something real and tangible in it for them. A
poorly written sales letter is a waste of time and money and will
alienate your potential customer. Follow these tips and write a great
letter that gets read.
If you need some
Inspiration, or would like to learn more
about mastering sales
letters, visit Words That Sell and find great tips,
courses or prewritten
sales letters ready to go!
Or call us if you've a
in mind for mailing letters or email marketing. 0403
365 855 (Australia)