Learning how to write a sales letter will help you reach a variety of people. Writing sales letters doesn't have to be limited to direct mail, though. You can write a sales letter for your website, your Email leads and other marketing communications too. The first step is learning the components of an effective sales letter.
Identify Your Target Audience
You have to know exactly who your target audience is before you write your sales letter. Make a list of your leads and who these people are to get to know your potential customer. If you don't know who you're selling to, you don't know how to sell to them. Understand who's buying your product, who you're sending your sales letter to and gear your sales letter directly to them.
Know Your Customer by Name
Take the time to address your customers by name on the outside of the envelope and in your sales letter as well. A letter that reads, "Dear Mrs. Johnson," says a lot more to your lead than one that reads, "Dear Potential Customer."
A Powerful Headline
A well-written headline sets the stage for an effective sales letter. You can make it stand out by centering it, making the font large, bold or in color. Just make sure you choose the right words to grab your customer's attention right from the start. A 100 point headline in bold, red font still has to be written well or your potential customer will stop reading.
Say It with Subheads
Write your sales letter's subheads so that they help break up the text of your letter into sections. You don't want to drone on for three pages filling the paper with word after word. Use subheads to sum up each section, invite the reader into that section and, most important, keep them reading your sales letter all the way to the end.
Connect with the Customer
Connect with your potential customer by using a personal, friendly tone. Use this same tone throughout your sales letter. Identify with the customer's problem and provide them with the solution. By writing the letter as if the customer is your friend, your sales letter makes more of an impact than a letter that feels like a stuffy company trying to get a customer to buy something.
Write an Introduction
The introduction doesn't have to be bland. Your intro may ask a question. It may pose a problem scenario and then you provide the solution. Just make sure your introduction doesn't give the customer an easy way out. For example, if you're using a question as an introduction, make sure the customer can't simply answer with a, "no." If you ask a yes or no question, you can easily lose your customer because they don't have the problem you've posed in your question. They stop reading and your letter goes in the trash can.
Pose a Problem, Give the Solution
How will customers know they need your product if they don't even know they have a problem you can fix? Write your sales letter from the customer's point of view. Even if someone is a master seamstress and you're selling a glue that hems clothes in minutes, make every customer feel they can't live without your product. In this example, you have the opportunity to reach people who rip their pocket or need a quick hem without having a lot of time to fix the problem. Your product helps them do just that, no matter what their sewing experience level. Just using a little of your special glue helps get them on their way.