How Do I Write a Sales Letter?

Initially, I’d like to familiarize you with terms that apply to an effective sales letter.

Benefit – what your product can do for the reader

Feature – something that makes your product or service essential also describes your product or service

Endorsement - testimonials

Cost to value ratio –the value is more than the price

Premium – free bonus

No-risk guarantee - assuring no loss to the customer

Call to Action – informing reader what he/she should do next

Incentive – motivation

Mail merge – creating a personalized form letter

Test – analysis

Bona fide –real, true, above-board

USP Unique selling position – what makes your product/service different

Ok, now we can start at the beginning. Before you even consider sitting down and using precious time writing your sales letter, the first thing you must do (as good writers do) is research. Find out whom you are selling to and exactly what you are selling. Know why people buy, what your ideal price should be, and which words motivate, influence, or turn off your perspective client.

Before you get to the letter itself, I’d like to comment on the envelope. Sounds like putting the cart before the horse, but it isn’t. The first contact you make with your potential prospect is the envelope. Make it look professional, official and for goodness sake, use a stamp. Metered mail looks impersonal. That’s fine for direct mail, but that is not the best way to approach a new prospect who knows nothing about you or your service/product.

You want to use the envelope to capture attention and reaffirm your original offer. Example: “Free $250 coupon towards purchase” or use the words “Time Sensitive, Urgent”. Make sure you have a return address. That implies that you are credible. Don’t use fancy font, it can look “cartoon-ish” and very unprofessional. It is acceptable to use a professional, personal photo.

The first thing you have to master is a killer headline. It has to be attention getting and alluring. http://www.copyblogger.com/magnetic-headlines/

http://www.copyblogger.com/how-to-write-headlines-that-work/

The body of your letter has to be personal. Begin with, “Dear (their name)” and address their need. You are trying to build a relationship. Your prospect needs to feel trust and needs to believe that you have something that will make his/her life better or resolve their difficulty. You must immediately offer a clear benefit . Use words like “you” and “your” and questions like “How would you like to get____”? This signals that customer needs are a priority.

In the following paragraphs, you must establish credibility. (1) Explain who you are and what you have to offer. (2) Outline key benefits of your product/service. (3) Use a testimonial to build trust. (4) Give a case study or tell a success story. Don’t be general. (5) Give reasons why your product is better. Use short, simple sentences that suggest positive results. Example: “Four out of five doctors recommend…” or “Research proves that…”

Summarize. Be brief. Describe product/service and re-state services and benefits. Example: “You will get_____ in just one package”. Do not make a list.

End with price and urgency. Example: Respond by (this date) and you will get 30% off.

Add a premium (something free). Add a no-risk guarantee.

Remember to make the letter memorable. For example, give helpful tips or information that one can re-use for reference, etc.

Make it easy to scan and easy to navigate by underlines, bold, list bullets, etc. Using a template can make things easier. http://www.microsoft.com/smallbusiness/tips/word-tips.mspx

Include a call to action. Tell the reader when and how to act next and give them an incentive to do so.

Use conversational words that build a relationship.

If you are using inserts make sure they are consistent with what you are selling (order forms, reply forms, booklets, inserts).

Know when to use long letters or short letters. The rule is long, but the exception is scanners. They don’t want a long letter. Again, research your market before your write and learn to write for both scanners and those who want detailed information.

 There, you can do it!  Happy Sales.