5 Tips for Writing An Effective Sales Letter
© Foxtongue
As a freelance marketing writer, I am often asked for tips on what makes a sales letter great. There are two things to consider when crafting a business letter:
• What action you hope the reader will take
• How they will receive the information you are providing
Always keep the reader in mind when selecting your words and the focus of your letter. We must remember that unless we get their attention, they will be unlikely to read every word we write. Follow these five steps and you'll have a letter that is focused, gets the reader's attention and is more inclined to achieve your desired results:
1. Start with a question. Put yourself in the reader's shoes and ask a question that will peak their interest and will also let them know you understand their situation. A question gets their attention and also forces them to answer it, thereby beginning the process of drawing the reader into your letter. Center the question on your letter and use bold font. i.e.
Would you like to increase sales by 5% this year?
2. End with a postscript. Your reader will scan the letter and after your opening question the first place their eyes will travel is the end to see who the letter is from. Adding a postscript that provides the action step you'd like them to take will help the reader "cut to the chase" of your communication. i.e.
p.s. Doctor, let's work together to communicate the latest in optical fashion and technology to your patients. Give me a call at 330-414-8792.
3. Highlight a single statement. Highlight a phrase in the body of your letter that emphases a key point. So that if the reader only sees the question, the postscript and this highlighted phrase they'd have the most important elements of your communication. i.e.
I'd like to put my 20 years of optical sales and communications experience to work for your business.
4. Handwrite a note in the bottom corner. A handwritten message lets the reader know you didn't just mass produce a bunch of letters, or if you did, you were willing to take a little extra time. It may also help to move your letter past the gate-keeper. i.e.
Joe, I look forward to working with you, Deborah
5. Keep the letter to one page. Your reader is busy. Respect that by keeping your message focused and to just one page. In fact, use at least a 10pt font and have lots of white space on the page. The purpose of the letter is for the reader to call you or be receptive to your call – save the detailed selling points for when you are in person.
For even more tips, check out these articles on writing sales letters:
How to Write Effective Direct Mail Letters
How to write Effective and Compelling Sales Letters
Writing Sales Letters that Work