A sales letter is a piece of direct mail which is designed to persuade the reader to purchase a particular product or service in the absence of a salesman. It has been defined as “A form of direct mail in which an advertiser sends a letter to a potential customer.” It is distinct from other direct mail techniques, such as the distribution of leaflets and catalogues, as the sales letter typically sells a single product or product line, and further tends to be mainly textual as opposed to graphics-based, although video sales letters have become increasingly popular. It is typically used for products or services which, due to their price, are a considered purchase at medium or high value (typically tens to thousands of dollars). A sales letter is often, but not exclusively, the last stage of the sales process before the customer places an order, and is designed to ensure that the prospect is committed to becoming a customer.
Since the advent of the internet, the sales letter has become an integral part of internet marketing, and typically takes the form of an email or webpage. Unsolicited sales emails are known as spam, although spam typically consists of emails which are much shorter than a normal sales letter. Offline, unsolicited sales letters are known as junk mail.
Put yourself in the position of the customer as you write: This is the most important aspect of a good sales letter, but it’s often overlooked. Imagine yourself as the reader of your letter, and write what the customer wants to know–not what you want to say.
Make it easy to read: The readability of your sales letter goes a long way in determining if the prospect would convert or your letter would get thrown away, as one of the major reasons why most sales letters get thrown away is because they appear too complicated.
Write your letters in simple english avoid using words that needs the presence of a dictionary to understand your message.
Capture your reader’s attention: Headlines are not limited to ads. They can also be used in letters to tell readers something they want to know in a bold way that grabs their attention.
Ask for action: Potential customers won’t know what you want unless you tell them what to do next. If you want them to call you, say that in your letter and provide your phone number. If you want them to visit your facility, invite them to stop by and give them clear directions and specific office hours.
Ensure organization in your letter: Sales letters, needs an introduction, a body and a conclusion. In the introduction, tell why you’re sending the letter. The body is your “sales pitch,” where you’ll explain why your offer is irresistible. The conclusion wraps it up by briefly bringing your points together and asking the customer to take advantage of the offer.
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