1) Who is your letter for?
Before you construct a sales letter, you must have something worth saying and know exactly who you want to say it to. A sales letter is one way to provide direct information about why your reader should consider your product over your competitors; it can also be used to keep your reader up to date with the developments of your business.
2) Structure your letter
The following tips will help you to structure your letter effectively:
- Use a headline to grab your reader’s attention.
- Get to the point – don’t waffle or use too much technical jargon.
- Match the needs of your reader by listing the benefits you offer.
- Persuade customers it is in their interest not yours to read on.
3) Specify a problem
If you can spell out a problem to the reader that affects them directly, chances are they will read on.
4) Provide the solution
Identify a problem then describe how you can solve it. Provide the solution, talk about your business, what you do, what products / services you provide. How can you solve the concern you have raised?
Your customer needs to have a reason to believe and trust what you have to say.
Include key projects you have worked on. If you have won awards or have many years of experience in the industry, make sure your reader knows. Get satisfied customers to say what a great job you have done for them. Obtain permission from your satisfied customers to include their names and even a picture.
6) Make an offer
If you can provide a great offer then your readers are more likely to take action and reply. Successful offers are usually a mix of price discounts, free gifts, free trials and free consultations.
Please note:- Often adding products or services is a better way of adding value than decreasing price!
7) Call for action
Make it clear what the reader should do next. Do you want them to phone, email or visit your website. Phrases like ‘call us now to book a free consultation’ often work well. Don’t forget to include your contact details.
8) Reminder of the benefits
At the end of the letter it is worth reminding the reader that they would be foolish to miss out on the deal. Phrases like ‘call now to receive your discount’ is an example of a call to action.
Research has shown that the postscript (PS) is often read after the headline. Use a PS to reinforce and remind readers of your irresistible offer or as a final call to action.
10) Points to remember
- The letter must be personalised – persuade your reader how they will benefit and the solutions your business will bring for them.
- You should always address the letter to a named contact to increase the response rate.
- If constructed correctly your sales letter will persuade your customer to either make a sale or take an action to find out more.
11) Sales Letter Example:
Dear Mr. (Named Contact)
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