A sales letter highlights your products and services, and demonstrates the benefits to the potential customer in a way that is compelling or enticing. In order to get a good response, your sales letter must be well-written and professional in appearance.
In writing your own, it’s often helpful to study those that have been sent to you; then, you can determine which sections of the sales letter really stands out or makes a big impression on you. This will help you in what can be a daunting task. It may also be to your benefit to talk with people you know in order to learn those aspects of your product/service that are most important.
1. Attention-grabbing headline. Your headline should be powerful; it is the first thing the reader will see. Use a bold font in a vibrant color and large type so that you catch the attention of the reader.
2. Address the reader. Start off with “Dear” and use the potential customer’s name if possible. You want to use a friendly tone in your letter.
3. Begin with a question. In your first line of content, ask a compelling question that can be answered by highlighting some of the most important benefits of your product/service. Avoid asking questions that can be answered with a simple yes or no.
4. Answer the question. Offer a brief answer, explaining why or how your product/service is the solution to the problem.
5. Uncover the doubts before the reader can. It’s always best to express possible doubts about the product/service before the reader has a chance to. Once you express the doubts, you then go on to answer any doubtful questions.
6. Make a list. List the reasons that the product/service you are offering will make your reader’s life better in some way. Write these reasons in a powerful manner.
7. Summarize your offer. At the end of your sales letter, summarize the features and benefits of your product/service. You then want to add a sense of urgency; for example, the reduced price is only good for 48 hours, or the supply is low and there are only a few left.
Your sales letter must convince the reader that your product/service is absolutely the solution to their problem or need.
Sample sales letter
Powerful, Attention-Grabbing Headline
Dear (first name),
Begin with a question that cannot be answered with “yes” or “no” such as “How would losing 20 pounds in only two weeks affect your life?”
You would feel more attractive, sexier and healthier, and your level of self-confidence would rise dramatically! “XYZ” product/service will help you look and feel amazing in just two short weeks.
Express obvious doubts the reader may have, such as:
I know it sounds impossible, but it’s absolutely true.
Do you think it’s impossible to lose 20 pounds in only two weeks? I thought so too until . . .
Now explain why you no longer doubt the product/service by explaining how your doubts were put to rest. Convince the reader they should give the product a try.
Create a powerful list of benefits; point out how the product/service will change the reader’s life.
• You will wear those size 8 jeans you haven’t been able to wear for years
• 9 out of 10 customers have experienced amazing results
• Imagine the attention you will get with a slim, sexy new body
Summarize your offer at the end of your sales letter, then create a sense of urgency so that the reader will buy now. This can be a time limit, product limit – anything that will convince the reader that the price is for a very limited time or that the product is scarce.
Writing a sales letter is not that difficult. Use the tips above, research a few good sales letters that capture your attention, and get started writing!