Writing a sales letter doesnít have to be that difficult all you need is the right writing style and some tips to knock out a killer sales letter
Benefits The first thing you need to do is focus on the benefits the reader will find useful. Tell the reader whatís in it for him. Promise them increased sales, better skin, better results in writing a resume or whatever it is that youíre selling. Tell them how your product can help them. Donít beat around the bush and get right to the point. Stick to benefits, facts and features. Whatever you do donít be vague it will turn them off.
Give additional benefits. Show additional value other than main benefit. Give product/service features. Support benefit promises with product/service facts. Show how your company will help him. Donít start sounding arrogant and brag.
Writing Style: An emphasis should be placed on ďyouĒ and not ďIĒ. Use words like you and your, so that the reader feels you are writing for him. Write clearly. Make sure your reader doesnít have to think about what youíre saying. Your main points must be understood immediately. Make yourself believable. Make sure your claims or representations appear to be realistic and believable. Donít promise a 200% increase in sales because most people wonít believe it even if itís true! You must be able to back up your claims. Use repetition; repeat benefits throughout letter. Present the same ideas and benefits in different ways.
Ask for action. Ask the reader to place an order, return the sales envelope or the sales card or phone for more information. Give reasons to act now. For example: Make your offer time sensitive a limited supply, two-week sale, and special purchase. Most sales letters fail to do this.
Understand that people are emotionally motivated. They want to:
- Make more money
- Save money
- Do a good job
- Experience love
- Have a satisfying home life
- Get something for free
- Look good
Use simple graphics to get the readerís attention:
- Check boxes
Some Things To Remember When Writing Your Sales Letter:
Put yourself in the readerís place. Note your reactions while reading the letter. Have your friends and associates give you their honest opinions. Donít tell them you wrote it! For some reason they think itís bad manners to criticize their friends. Look at their reactions if they roll their eyes then you need to rewrite your sales letter. If they ask you, ďWhere can I find this?Ē You got yourself a winner! Listen to any and all comments. Re-write any parts that turn others off.
Be logical when you state your argument. Donít try to fool them with outrageous claims that border on the fantastic. Your readers are too smart to fall for such trash.
When you begin writing your sales letter try to accentuate important statements using:
- Exclamation points
- All capital letters (Careful here donít over do it)
- Highlight with a second colour (Yellow)
The very last thing that should appear on your sales letter is the P.S. Remind your customers of the time deadline and the limited supply of bonuses. Urge them to pick up the phone and call or order immediately. Your P.S. is often read first by customers. So entice them to read the letter by mentioning the free bonuses and the limited time offer. Remember to put a P.S. (post script) on all sales letters.
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About The Author
Copyright © 2001 Andres Munoz Andres publishes the "MyBiz E-zine" newsletter featuring articles about Promotion, Internet Marketing and Home Business advice and tips. The MyBiz reader will receive an article rich e-zine with few ads. To subscribe visit http://www.mybusiness-resource.com and download your 4 free e-books.
This article was posted on January 16, 2002