How to Write Sales Letters That Work

Is there a definitive template that will guarantee a successful sales letter?

No.

The only reason I say “no” is because there are far more factors that have to be taken into consideration when it comes to successful sales letters.

Yes, you can include all the elements that draw your reader in (I’ll talk more about that in a minute), but you must remember that there are external factors that could scupper your chances of a sale, including:

• Your audience
• How they’re feeling when they get your letter
• What you’re offering them
• When you send your letter

Now I’ve got that out the way, let’s take a look at the humble sales letter.

Once the bread and butter of your marketing department, they have been usurped by email marketing because it’s faster and cheaper. The problem is that now so many companies are doing email marketing, its effectiveness is being watered down. So, a well crafted letter could be more effective.

Earlier I mentioned there are certain elements in a sales letter that will draw your reader in. So, without further ado, here they are.

1. Powerful start

If you want someone to read your letter it has to grab them from the start.

Think carefully about your headline (if you’re using one), or first sentence. Either must tell the reader instantly why they should continue reading – that means outlining the main benefit you are offering.

Some companies will try to be clever and write something that’s so creative it completely misses the point. The best advice I can give is always go for clarity over creativity.

2. Problem/solution

There are lots of different ways to structure a sales letter, but the problem-solution approach is the most powerful.

Empathise with the reader and then show them how your product or service will get rid of their pain and enhance their life.

There’s no need for paragraphs of elaborate prose. Just get straight to the point.

3. Benefits

Always, always focus on the benefits not the features. The number of colours or sizes your widget comes in isn’t going to sell. The fact that it will make the reader the envy of their friends will.

4. Offer

Your audience would much rather accept your offer than buy from you any day.

Eh?

When you go to the opticians you don’t buy a pair of glasses, you go for the buy one get one free offer.

It’s the deal people want more than the price.

5. Guarantee

If someone is thinking about buying from you for the first time they will want to know that they can get their money back if they want to.

Providing a no quibble guarantee not only puts their mind at rest it also shows your confidence in your product or service.

6. What’s next?

Once your reader has stuck with you and got to the end of your letter they’ll want to know what to do next. That’s where your call to action comes in to play.

Make it as simple as possible to buy from you. Let them do it through email, over the phone, even snail mail (always include a stamped addressed envelope) and give clear instructions.

That’s as close to a sales letter template as you’ll get. Just remember by making sure you include each of these you’ll give your sales letter the best possible chance of success. Even though there are several factors you can’t anticipate, if the content of your letter is focused on the needs and wants of your audience you won’t go too far wrong.