Make Your Sales Letters Sell

Most people have been writing letters (or at least emails) since they were youngsters so they understand the basic format and premise - to provide information. However, sales letters are unique.

In order for a sales letter to be effective, the information it provides must be compelling and grab the reader's attention. And even more important: the information must offer a clear benefit, a promise, and a reward.

To do this correctly, you - the writer - must create immediate interest by offering a persuasive promise and then delivering on that promise.

Hook the Reader

Naturally, the first thing a reader is going to want to know is "what's in it for me?"

That's why you need to spell this out at the very beginning. Explain what they gain by reading further, considering your offer, and/or buying your product and then build trust by backing it up with facts.

Establish your credibility by telling your readers who you are and why what you have to say is valid or relevant. Explain the benefits and features you or your product offer. Make the information concise and interesting with details that draw the reader in and make her want to believe.

Next, offer testimonials, endorsements or compliments as a way of bolstering your credibility, and the credibility and quality of your product or service.

Finally, create a lasting memory. Give the reader a reason to jump to action now, or to at least hold onto your sales letter for another (perhaps more appropriate) time. That may mean you include valuable information (a list of tips or phone numbers perhaps) that they will want to continue to use. And every time they do, they will see your letter.

Create a Style

Even though your goal is to sell your product or service, the look of the actual sales letter can have a lot to do with how people react. Two of these elements, according to Kim T. Gordon, author of Maximum Marketing, Minimum Dollars include using the word "you" and keeping the format clean and simple.

Her suggestion is that instead of writing about what "we offer" help the reader to understand what "you'll get." Work on eliminating the words "I" and "we" from your letter.

The second suggestion is to keep the layout and design simple. Create a professional-looking document without loud borders, colors or graphics that scream "junk mail." Make it easy to follow and understand.

Make sure you outline what steps the reader needs to take next. Is there a number they should call before a certain day and time? Do they get a discount or free gift for acting sooner rather than later? Or better yet, let them know when you will be contacting them to follow up on their interest.

The whole purpose behind a great sales letter is to present the benefits, explain the features, and then motivate your reader to take action. By writing it with these goals in mind, you can really make your sales letters sell.