7 Ways to Increase The Power of Your Sales Letters

Technology may well be moving at a mind-boggling pace, but there will always be room for the humble sales letter within your marketing armoury.

These staples of the marketing world haven’t really changed. Other fads come and go, but your sales letter will always follow the same recipe.

This article looks at how you can make your sales letters stronger and boost their effectiveness.

1. Strong start

If you don’t capture your reader’s attention from the outset, there’s only once place your letter will end up – in the bin.

A great way to make an impact is by using a headline above the salutation in your letter. But make sure it is relevant to the rest of the letter and makes a big impact.

If you decide not to use a headline, all the pressure is on your first sentence.

2. Problems

One of the most powerful ways to structure a sales letter is the ‘problem/solution’ format.

Start out by identifying the problem your reader has and then go on to solve it with your product or service.

Using this method highlights the issue they are facing, shows that you care (that’s where a bit of empathy helps) and that you can make their problem go away – you’re great.

3. Benefits

Your reader doesn’t care what features your product has, all they want to know is how it’s going to make their life easier. Think about what’s important to them; do they want more time, to save money, be more popular? Whatever it is, focus on that as the main benefit of your product.

4. Strong offer

Although the benefits are crucial, your reader is going to buy your offer, not your product. For example, if you and a competing opticians were sending out sales letters and you just told them about your latest range of designer specs, but your competitor did the same but with a ‘buy one get one free’ offer, you can bet your Granny that the reader will go for their offer and not your glasses.

5. Guarantee

It’s also important that you back up your offer with a strong guarantee.

People want to be given peace of mind and a money back guarantee (or something along those lines) will give them the warm and fuzzy feeing they need to be persuaded to part with their hard earned cash.

6. Call to action

Just as any good sales man will ask a customer for an order, your sales letter has to do the same.

Tell them to buy and make it clear how they can do so. Make sure your phone number is displayed prominently so they can easily get in touch.

7. Easy to respond

If your call to action involves them sending off an order form, make sure it’s easy to complete and that you enclose a stamped addressed envelope. If they are to phone through an order, make sure your phone number is easy to find. If you want them to order online, give them clear instructions.

These 7 tips will help you create strong sales letters. Don’t forget, everything your customer needs to know must be in the letter because they can’t ask you questions. Give them an offer they can’t refuse and then make it easy for them to buy. That’s really all there is to it.

Author: Sally Ormond