Writing a Great Sales Letter

If your sales letters aren’t bringing in queries and responses, maybe you’re not writing them right. People hate to be sold, but love to buy. So make sure your letters do these seven things:

  1. Write sales letters to generate leads, not to sell your product. Just because it’s called a “sales letter,” doesn’t mean you sell with it. Your goal should be to generate a lead, or interest in what you have to say or sell, not to sell the product.
  2. Address your target audience. Don’t make a general pitch to a general audience. If you’re trying to reach shipping, write to the shipping department, not the marketing staff.
  3. Make it personal and conversational. Don’t use a form letter. Get the name of the person you need to speak with, and their title. Write like you talk. Don’t spew sales speak. Sound like you’re writing a friend—keep it casual, but professional.
  4. Get to the point fast. Don’t ramble. Don’t meander into the letter with a vague, general stroll around the proverbial barn. Get to the point in the first three lines.
  5. Be clear and concise. Say, “I know one of the problems manufacturers have is downtime from widget stress. It’s a common problem with a simple solution. If you’ve got 15 minutes this week I can show you a simple maintenance trick we’ve learned that shows how you can shorten your downtime by 10 hours a month.” Don’t say, “Widgets R Us is the Industry Standard in widgetry. I think you’d be impressed by our widgets. We were founded in 1819 and have been selling widgets to most of the major widget users in 10 states for more than 50 years….blah…blah…blah.”
  6. Sell your product’s benefits, not the features. It’s easy to list a product’s features. For instance, a car has “memory control” for its seats that allows a driver to push a button that returns the seat to the right position for them. That’s a feature. The benefit is, “You don’t have to fight the seat adjustments, or bang your knees, or struggle to reach the pedals every time you drive your spouse drives your car. Memory control remembers and adjusts the seat at the push of a button.
  7. Keep your letter only one page long. People are busy. Pages get separated and lost. Limit your letter to one page in length.
  8. Make an offer. Offer your potential customer something for free if they respond to the letter. It could be a 15 or 30-day trial, 20% off a purchase, a sample, a tutorial, a video or a white paper.
  9. Have a call to action and a deadline. “Call now, this offer is good for 30-days.”
  10. I know. That’s a lot to squeeze into a letter, but with practice you can do it!

“Like almost everyone who uses e-mail, I receive a ton of spam every day. Much of it offers to help me get out of debt or get rich quick. It would be funny if it weren’t so exciting.” ~ Bill Gates

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People do business with people that they know, like, and trust. Since we can’t pick or choose the “type” of person we are most likely to trust and like right away, we need to learn how to effectively with everyone’s personality style.” Learn how in this report and start increasing your sales right away!

Selling To The Four Personality Types

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