How To Write A Good Sales Letters

How to write a good sales letter is a common question. but one that can be easily answered...

Your main task when composing a good sales letter is to get it read in the first place. You also want it to be read by the right person. First and foremost, you need to look carefully at your target audience. Get to know something about the individual person or the group of people you want to reach with your sales letter.

Catch their attention immediately:

Unless you can grab the reader's attention from the outset, all your efforts will be in vain. The vast majority of promotional letters end up in the bin. Just because the content of the letter is all important to you, it doesn't mean that your reader will look at the subject matter with the same enthusiasm. Unless you capture your reader's enthusiasm from word go, your letter will join the majority of other sales letters - in the bin.

Your opening sentence must be well-honed. Suggest to the reader that it is in his or her interest to continue reading your letter right through to the end. Strike a balance between friendliness and professionalism. Human nature being what it is, means that a little flattery often helps to hold the reader's attention - but, don't overdo it! You could start your letter with a sentence along he lines of, "As a professional "¦"¦"¦ you will, of course, understand "¦."etc. Alternatively, start your letter with a question which might get the reader thinking about your subject, e.g. "Did you know that"¦"¦.?"

Now that you hold your reader's attention, you need to keep him or her reading to the end of your sales letter:

Again, human nature comes into play here. Nobody likes to think that that they are missing out on new information, or simply "not in the know". At this stage of the letter, you need to be informative, without overloading the reader. If you can intermingle good advice with information, then so much the better.

Demonstrate to the reader that you understand his or her situation:

Your main sales pitch must be presented in such a way that you appear to understand the reader's point of view. Emphasise how much your product or service will benefit your reader.

Only at this stage of the letter, is it wise to launch into the main advantages of whatever you are selling:

Clearly and concisely explain why your service or product is superior to whatever your reader may be using at the moment. Again, it is important not to overload the reader at this point.

Ensure a logical progression throughout your sales letter:

Each paragraph must lead naturally to the next. Do not digress. The end of each paragraph is important because you want to hold your reader's attention right through to the end of the letter. Phrase the last sentence of each paragraph in such a way that the reader wants to carry on to the last section. Here again, a well considered question will usually do the trick.

Layout and length are important:

¨ Vary the length of your sentences and paragraphs.

¨ Short words, which are unambiguous, are best.

¨ Keep your letter as short as possible.

¨ If appropriate, use numbered or bulleted points. Information is easier to assimilate in this format.

¨ Avoid using "flier" or "circular" style paper. Better to use quality letter paper. This looks more personal.

¨ Remember that many readers will look at the bottom of the letter first, in order to identify the sender. This is your opportunity to make an impact with a key sales point immediately above your signature.

Finally, in the final paragraph, or even on a "tear-off" section, make it easy for your reader to follow up with further enquiries while the subject matter of your sales letter is still fresh in their mind.

© High Speed Ventures 2011