The written word can be a powerful marketing tool. Marketing letters, also known as sales letters, can help generate new business leads, introduce your company’s products or services, drive traffic to your website and help convert prospects into customers.
If your current sales letters are not delivering results, it’s time to try a new approach. You need a letter that captures readers’ attention, excites them about your offering and motivates them to respond. Ask yourself these six questions about your sales letter:
- Does it grab the reader’s attention with a benefit-oriented headline?
- Does it quickly get to the point of why you’re writing?
- Does it establish your credibility in the field?
- Does it reveal your empathy for the reader’s problem?
- Does it explain why your product is the solution?
- Does it include a strong, clear, call to action that compels the reader to act now?
Once you can answer those questions with a resounding yes, then you’ll know you have an effective sales letter that’s nearly ready for sending. Keep reading for more sales letter tips…
Professional copywriters know that choosing the right words is only half the battle when creating an effective sales letter. You also have to present those words so that they catch the eye.
Keep paragraphs short, no more than six lines, because small chunks of text are less daunting to readers, especially those reading your sale letter on a monitor. Some other copywriting techniques to make your sales letter more visually attractive are:
- Calls to Action
You can also consider using color, different fonts, bold type and italics to help draw attention to specific words or phrases. Employing a variety of visual styles will help keep the reader engaged. Just don’t go overboard or your sales letter will look like a ransom note.
While crafting the ideal sales letter can be challenging, it’s well worth the effort. Once perfected, the copy can likely be modified to fit a variety of applications. You can use selected paragraphs and phrasing on your website, in your ads and in other promotional materials. If you hire a professional copywriter, the price of the sales letter can thus be leveraged over several marketing projects.
Remember too, sales letters can be sent via e-mail or regular mail. Both have their benefits and their place in a comprehensive marketing program. When you have a qualified list, sales letters can be effective no matter the delivery method.
Here’s one more option for you to consider. In addition to e-mail or regular mail, you can post a sales letter online where visitors to your website will see it.
Your online sales letter can be just a few paragraphs or one of those lengthy pages that seems to scroll endlessly. Contrary to what you might think, marketing research has shown that long copy, when well crafted, outsells short. The trick is include a wealth of persuasive information without overwhelming the reader.
You’ll want to incorporate most or all of the following 10 elements in your online sales letter:
- Headline – Grab the reader’s attention with a benefit-oriented title
- Opening paragraphs – Explain why you’re writing, establish your authority in the field and reveal your empathy for the reader’s situation
- Features and benefits – Describe the product and results the buyer can expect
- Details – Provide specifics that lend credibility to your claims
- Subheads – Break up big chunks of text and make it easy for readers to skim the copy and still get the gist
- Testimonials – Quote real people who know and like your product
- Offer – Describe exactly what the reader gets for the price including any bonuses
- Guarantee – Give a guarantee that makes the purchase risk-free, a no-brainer
- Solid close – Use a persuasive call to action that summarizes the benefits and creates urgency to buy now
- P.S. – Briefly restate the key selling points and again push the buyer to take immediate action
After reading this summary of tips, you may be excited to take a stab at writing your own sales letter. But if you’d prefer to hire a pro, someone who knows how to get results with good copy, I hope you’ll consider contacting me, Susan Greene.
I’m based in Orlando, Florida but work with clients across the U.S. and the world in a wide variety of fields. I offer compelling copy at affordable rates. Hope to hear from you soon! FloridaCopywriter@gmail.com,