When used properly, a sales letter can be an effective technique to help you grow your business. It’s the most important part of your direct mail package. Taking the time to write and polish it to perfection is time well spent. It will pay off in higher conversion rates, so don’t rush this process.
Consider including an image with your sales letter:
If you are launching a very straightforward campaign to the consumer, go ahead and place an image at the top of the sales letter. Consumers are drawn by images and you can really make an impact in this manner. Add a headline and you have already accomplished your goal of hooking the reader and making him or her want to find out more about your offer.
Personalize the salutation:
Your sales letter is a way of connecting with a potential buyer. Your goal is to draw the person in, not push them away. Writing a personal salutation will encourage the recipient to keep reading. If you can’t personalize the sales letter with the recipient’s name, use a category that identifies something that connects them to your mailing list, such as “Dear Home Owner” or “Dear New Parent.”
Grab the reader’s attention right away:
You can do this by using a headline or writing a brief story. Depending on your offer, you may want to share it in a sentence right at the beginning of the letter. You can always offer more details further down the page. Use short sentences to capture the reader’s interest and encourage him or her to want to learn more.
Outline the advantages to the customer:
The next part of the sales letter should address the WIIFM (What’s In IT for Me) factor. Unless you can clearly outline the advantage of buying your product to the person reading the sales letter, they are not going to cross the line from becoming a prospect to a paying customer.
Include testimonials from previous customers:
By writing quotes from previous buyers, you will give your credibility an instant boost. This is like word-of-mouth advertising for your business. The person reading the sales letter will trust what they are reading and will naturally feel more positive toward your company and your product if they know that other buyers were satisfied with it. Make a point of asking your previous customers if they would be prepared to provide a quote that you can use for promotional purposes so that you have material that is ready for this purpose.
Handle objections in the body of the letter:
One thing that a prospect may be wondering about is being stuck with a product that he or she can’t return. Minimize the risk of doing business with your company by writing about a money-back guarantee so that the customer feels good about buying from you. It will demonstrate that you feel confident about what you are selling and that you are prepared to stand behind your product.
Proofread and check the letter for flow:
Ideally, each paragraph in your sales letter will flow into the next. Read it over carefully to make sure that it flows well. If it feels awkward, you still need to do some polishing.
Finish with a clear call to action:
Does your prospect know exactly how to place an order? Have you made it easy to get in touch with your company with questions or concerns? Don’t lose the deal at the last minute by ignoring these details. Give your customer all the information he or she needs to place an order in the sales letter so he or she can do so immediately.
About the Guest Author: Leslie Anglesey is a paper writer and contributor to EssayTigers. She’s passionate about writing for journals and blogging, traveling and cooking.You can also contribute to OSH by “Write for US”.