 Writing a Sales Letter
Get Their Attention!
Give the consumer a reason to read the sales letter by getting their attention within the first sentence - maybe a slogan, a catchy phrase or an appealing offer. This may be written as a question, a quote or an interesting fact (with relevance).
The Sales Letter is a Lot like a Press Release
When we read something that we believe will not be of our interest, we glance through the content to see if anything grips our attention. Often, you may read the first paragraph before skipping, say, every other sentence of the content because you have not read anything that interests you so far.
As a result, it is important that you build the first paragraph with as much key information as possible allowing you put the less important information towards the end of the letter: just as you would write a press release. This way, the consumer is more likely to read the full letter after being intrigued by the first paragraph.
Give Detailed Information about the Product/Service
If using the sales letter to inform, you may go into finer detail when describing your product or service by using leaflets and other inserts. Otherwise, you should just give the major details to prevent your sales letter from becoming long-winded, consequently drawing away the interest of the consumer to begin reading at all. This can be done by using bullet points to summarize the more important details, which are an excellent way for drawing attention.
If it is a product, give details of the functions, features, design (including colour and size ranges where appropriate), etc. For a service, detail what it is and how it works. The idea is to allow the consumer to picture the product or service.
Include the price if you feel necessary: some people may feel the price will not sell their product/service and therefore make it known, say at a later time or further down the letter.
Highlight the Major Benefits
Why should the consumer buy your product or service? What is it that makes your product or service better than the rest? How will it make their life more convenient? If you fail to provide a good reason, it is likely that consumers will not show further interest particularly if they already own a similar product or use a similar service.
Think about where the consumer may have doubts or queries and try to answer them without being untruthful: being truthful is very important throughout the sales letter.
Prove It
Can you prove any claims that you have made? Offer the consumer a free trial or demonstration before they buy, perhaps even a money back guarantee for a certain period, say, 30 days.
If your product or service has been recommended by another business, put it in quote marks stating their exact phrase. Any positive consumer comments could also be added using the same format. Do not go over the top, list, say, two or three just to make the point.
Get the Consumer to Respond - Today!
Encourage the consumer to respond and make it easy for them to do so. If consumers are indecisive after reading the sales letter, they may need an incentive to give them that final push. Offer some sort of promotion for immediate response, say, a free gift or a 20% discount if they reply within the next seven days. Throughout the sales letter, keep encouraging a response by using phrases such as 'buy today and get a free gift' - the repetition should stick the message in their head: the power of psychology is very useful in sales letters.
If promotional gifts and discounts are not a profitable solution, encourage the consumer to make an early purchase by suggesting 'limited supply' or 'available for a limited time only', etc.
Consumers will not respond if they have to go through the trouble of looking up your number in the phone directory or start driving around the area looking for your shop. Therefore, you should provide all your contact details (telephone/fax number, address, and web site - if applicable) and if necessary, a basic map (small, say 2 x 2 inches). With the sales letter, you may even send a Self Addressed Envelope and form to encourage the consumer to order via post.
If you do not expect the consumer to make a purchase directly from reading the sales letter, it may be that you encourage them to respond for further information. This follow up information would then be used to sell the product, encouraging the consumer to make a purchase.
Direct the Consumer to the Inserts
If you send any additional inserts such as leaflets and promotions with the sales letter, you should constantly be attempting to refer the consumer to read them. This will be done by suggesting to the consumer that they read them for further detailed information. For example, 'Our informative, easy to read leaflet will give you an insight of how Product A can change your life' or 'we invite you to read our leaflet…' Article Index
1. Writing a Mail Shot and Sales Letter
2. How to Write a Sales Letter
3. The Design and Format of a Sales Letter |
