A sales letter is exactly what it sounds like – a letter intended to bring in sales. Whether it gets the reader to place an order directly, or just to inquire about further information, the goal is the same. But, it’s not just an announcement; you need to make an offer to the reader. And, there are ways of doing so that are more effective than others. Read on to discover some tips to writing a strong and effective letter.
First of all, the reader of your letter might not be aware of your company and you won’t have much time to hold their attention so you want to make the best use of your space as you can. That includes building trust by using endorsements – high-profile ones if you can get them. Try putting a testimonial at the very top of the page, since that is one of the first places the reader will look. It will instantly give your offer a sense of legitimacy.
Don’t wait too long before getting into the benefits of your product or service. That’s the main point of your letter, after all, to let readers know how you are going to improve their lives. But don’t just list the benefits. Try giving a success story or a practical example of your product in use and how it has helped someone. That way, it will be more relevant and appealing to the reader.
Have you received a sales letter in the past year? I know I’ve received too many to count, so you need to make sure that yours stands out. To make it memorable, make it useful for your reader. Include tips that might make them keep the letter for later use. Or, include a cut-out coupon so they won’t throw it away. Do anything you can to prevent that page from being tossed into the nearest recycling bin or, heaven forbid, the garbage can.
Aside from just listing and describing your product, you want to encourage participation from your reader. Tell them what they should do next; tell them where they can go for more information, or even to buy the product. Offer incentives to do so, and give them a limited time frame to do it within. If you have the time and the capacity, you might even try informing them that you will be calling them to follow up in the near future.
Personalize your promotions as much as possible. Don’t just send a standard letter to everyone in your database. Include their names if nothing else. Or, try and go deeper than that, examining their past history with you and using that to your advantage.
Finally, be real. Make your sales letter sound like you. Do not include any exaggerated claims. Do not promise things you can’t deliver on. Do not use language you do not understand yourself. If you want customers to feel like they can trust you, you have to first and foremost be honest in your approach.
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