How to Write an Effective Sales Letter

Sales letters are important tools for effective interactive marketing, lead generation and sales opportunities. Often, the first impression made upon a customer is from a sales letter. Selling is like dating. Imagine you are on a first date, would you present your best one-size-fits-all-everyone-is-the-same-generalize-for-the-masses romance package? The only impression you would leave on that date is you are uninterested in them. We all want others to understand our needs, wants and desires. We want to be sold products and services that speak to those needs, wants and desires, just like we all want to meet and grow old with someone who understands our needs, wants and desires. So, how do you make your potential clients free like the one and only and not cold and lonely? Below are some hints on how to write an effective sales letter that speaks to the needs, desires and wants of your prospective clients:

Identify your target audience: Try to imagine the needs and wants of your typical customer. Think of what kind of problems or pains that your customers face and how your products and services can make their lives easier. This will help you write a persuasive sales letter.

Be confident: Start with a strong and compelling subject line. Your introduction should also be powerful and gripping so that the reader is encouraged to read the rest of the copy. Use active voice and stick to powerful verbs. Do not assume that the reader knows what you want them to do. You need to tell the reader what to do next. You should make your writing as action-oriented as possible, including what action steps you want your reader to take. Do not be vague. Your confidence in your products and services should be reflected in your writing.

Make it personal: The best way to reach out to your customers is to write to them in a casual and friendly tone. Be professional in your tone, but not too formal. Personalize your writing as much as possible. Imagine that you are speaking to your customer face to face and your message with feel as if you have written the sales letter just for them.

List features, benefits and value: Start with listing the features of your products and how those features translate into benefits. Show the customer how they can benefit by using your product and the value to their lives by doing so. Personalize your writing and provide ownership by using the word “you” often. The facts stated in your sales letter should be 100% accurate.

Give your existing clients a voice: Include customer testimonials, video links or other media that demonstrates your value as a salesperson. Let those who have purchased from you in the past be your best marketing tool and loudest voice.

Include a salutation: Thank them for their time. Make sure you give them all the necessary contact information. That way when they have an interest in your offer, it is easy to reach out to you. Provide a direct phone number or email address with an invitation to contact you at their convenience.

Double check: Make sure your sales letter is free of spelling, grammar and punctuation errors. Ask a peer to edit and provide input to your letters before finalizing them.

Thanks Marsh and BC for helping me spruce up this blog!!!

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Comment by Marsh Buice on June 23, 2011 at 10:23am: All yours Steph!

Comment by Stephanie Young on June 23, 2011 at 10:10am: @Marsh: Can I use this statement? "Make'em feel like they are the one and only and not cold and lonely." Love it!!! That would make a great title for this blog!!!!!

Comment by Stephanie Young on June 23, 2011 at 10:07am: @Tony: Thanks, Tony. I agree. This should be a standard at every dealership, right there in the sales manual. Where is that Genie and his three wishes when I need him...grin.

Comment by Marsh Buice on June 23, 2011 at 10:06am: @ Stephanie, love the analogy with BC, gotta make 'em feel like they are the one and only - not cold and lonely

Comment by Stephanie Young on June 23, 2011 at 10:04am: @Marsh:....and Momma always needs new shoes. LOL

@BC: Selling is like dating except if your are a dating distributor that is frowned on. LOL First impressions have great impact. Imagine if you were on a date and you gave your best one-size-fits-all-generalize-for-the-masses-romance-package? Yeah, that is the way to make your date feel special....NOT! Selling is no different. We all want to feel like we are special. We want people to understand our needs, wants and desires. We want to be sold on products and services that speak to our needs, wants and desires. Just like we want to meet and grow old with someone that speaks to our needs, wants and desires.

Comment by Tony Provost on June 22, 2011 at 5:02pm: stephnie, Well written with all the points covered. This should be sent to every dealer in the country. Excellent job!

Comment by Marsh Buice on June 22, 2011 at 3:49pm: LOL...a man can always use a bigger toolbox :) lol

Comment by Stephanie Young on June 22, 2011 at 3:42pm: @Marsh: So, just how big is this toolbox now? (smile)

Comment by Marsh Buice on June 22, 2011 at 2:30pm: Addin' to my toolbox :)

Comment by Stephanie Young on June 22, 2011 at 2:08pm: Thanks, Marsh. I know our sales department has agonized, wrote, edited and re-evaluated our template letters. I think it is something all salespeople struggle with. If you must use template letters, following the above tips helps to create a letter that at the very least has relevance to the reader and some personal touches.