One way to boost a company’s profits is to send out sales letters to potential clients. It’s becoming a popular approach to marketing these days, as it can often be sent inexpensively through email. If this is the type of sales approach you’ve been looking for, read on to find out how to write a sales letter.
Get some inspiration. Before you write a sales letter, get a good idea of how your competition writes their sales letters. Look through your inbox and find ones that really grab your attention. See what strategies were used to write those sales letters, and then keep those in mind as you begin writing your own sales letter.
Start with a strong headline. A headline is the first part of a sales letter that your potential clients will read, so it’s got to pack enough punch to get them to keep reading. Be sure to center your headline on the page and use a bold but easy to read font. Any good sales letter has no more than 2 fonts in it, either both serif fonts or both non-serif fonts. Whatever font you use for your headline will affect the type of font you use in the rest of the letter. Any more than 2 fonts and your potential clients will find your sales letter too busy.
Address the client. Like any letter, you need to address the client at the top of the sales letters you write. Whenever possible, use the client’s name to personalize the sales letter and show that it isn’t necessarily the same generic letter mailed to everyone (although it is). Clients will be more interested to see their own names on a sales letter, so don’t discount the importance of this. A simple line that reads “Dear John Doe” is sufficient for starting your sales letter. This should go a few lines under the headline, and be written in 12 point font. (Arial is a good choice.)
Ask a question to pique the client’s interest. In order to immediately grab the attention of your potential clients in your sales letter, entice them with the benefits of your product by asking a question. Try writing something like “Wouldn’t you love to (first good thing) and (second good thing)? Then it’s your lucky day. This letter is the best thing that happened to you!” Okay, this might be a bit exaggerated, but you get the idea. They’ll want to hear about an easy, inexpensive product or service that is really going to benefit them. So work to create a question that is really good. Then answer the question in a few sentences. Tell the client how his quality of life will be improved with your product. Explain the benefits with sentences that begin with “here’s how” and “here’s why”.
Feed into your client’s hesitations. Your clients might not believe your claims in your sales letter. Overcome these hesitations by dealing with them directly. Include a line about how your product “sounds too good to be true” but “you thought so too when you first found out about it, until….”. Coming down to the same level as your clients will give them some reassurance.
Support your claims. Use professional statistics and research to support your claims about the importance or need for your product. Talk about how “doctors recommend it” or how “research shows that…”. You may even want to mention comments from past customers (positive ones, of course). As always, use simple vocabulary to appeal to the greatest audience.
Describe your product in more detail. If you’ve still got the attention of your potential client in your sales letter, dive into the benefits and special features of your business. What makes your product extraordinary, why is it essential, and how will it be valuable to the client? You will likely need to give the client some reassurance at this stage. The client may be concerned about how the product is capable of doing so many wonderful things. Include a few testimonials from other satisfied customers.
Down-talk your competitors. Make sure that your product or service sounds more appealing than your competitors by discussing the negative aspects of your client’s products in your sales letter. State that “no one can beat what we offer” and that your product is the “real thing, so don’t accept imitations”.
Discuss the value of the product. A key inclusion in a good sales letter is a cost to value comparison. Include a line like “you’ll get 5 times your money’s worth by going with our product”. Also, push the client to purchase now. State that “it’s only on sale this week” so that clients will want to act quickly. And don’t forget your guarantee! Any potential client will want reassurance before going with the product or service outlined in your sales letter. Mention a money-back guarantee, with no risk. They should feel like they’ve got nothing to lose if you word your satisfaction policy properly.
Seal the deal. The final step in writing a sales letter and getting a client to go with your product is to give him an offer he can’t refuse. Offer free gifts, incentive pricing and other bonuses. You’ve all read the line “… and if you’re not completely satisfied, the bonus is yours to keep simply for trying our product”.
Some color and graphics are important too. Just make sure your sales letter doesn’t look too busy. If you’ve successfully written a good sales letter, you’ll have new clients lined up at your door, waiting for your incredible, too-good-to-miss services.