If you’re trying to generate business using direct mail marketing, it’s critical you know how to write a sales letter. Many small business owners have great products and services, but their attempts to write a sales letter fail miserably. Keep your sale letters from heading straight to the recycling bin with the following recipe on how to write a sales letter. After reading the following tips, be sure to read my analysis of a sales letter and the accompanying example sales letter download.
Writing a sales letter is pretty simple, but it does take some practice. Use the following criteria when writing a sales letter — they’ll keep your cash register ringing and your sale letters from hitting the junk pile!
How To Write A Sales Letter:
- Focus On Your Audience — When writing a sales letter, focus on the needs of your audience and how your business, products and services fill those needs. Take a moment to identify key selling points for marketing your business and use those points in your sales letter. Your sale letters shouldn’t be about you! Drop the “I, I, I, and me, me, me” from your sale letters.
- Attack Customer Needs — If you can’t explain in your sale letters how your product or service resolves a problem or fulfills the customer needs, you’re going to fail! Write a sales letter that gets your reader’s mouth watering — position your product as something they can’t live without. Try using pain to motivate your customers to purchase.
- Include A Clear Call To Action — What do you want the prospect to do after reading your sale letters? Do you want them to: schedule a consultation, visit your website, call now? Repeat your call to action throughout your sale letters! But be careful not to confuse readers with too many options.
- Force The Reader To Act — When you write a sales letter, use time to spur immediate action. Even if your prices won’t be changing, your readers don’t know that! Use phrases like, “for a limited time only, offer expires in 30-days, or due to spiking web traffic, I can’t keep these special reports on my website much longer!”
- Establish Your Credibility — A key component to write a sales letter — establish your credibility! The reader doesn’t know who you are. Introduce yourself as an expert with a proven track record of success. Use testimonials from customers and clients to establish your credibility!
There are no magical secrets on how to write a sales letter. Don’t make outlandish claims, but do write a sales letter with a strong purpose and call to action. After all, the purpose of your sale letters is to sell! Focus appealing to consumer’s emotions in selling your products and services. Lastly, test, test and test some more! Have friends and family proofread your writing and ask clients for their input on what you’ve done right and what needs to be fixed.
Writing a sales letter isn’t difficult, but it takes practice. Follow the above recipe on how to write a sales letter as your template and be sure to borrow some of our other copywriting tips to spice things up. Include each of the elements; write clearly and concisely, and from the reader’s point of view.
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