The practice of writing sales letters and incorporating them into your conversion strategy is not dead, but it is quickly becoming an elitist sport. Many paid sales professionals and marketing strategists would argue that the ROI is not worth the time it takes to write it. That is, perhaps, due to the inadequacy of the composer more so than the lack of effectiveness. There is a strategy involved in authoring and composing a compelling sales letter. Much like the conversion strategy, a well-composed sales letter will generate leads, get responses and most importantly make the job of selling easier. It can even make it more lucrative. So, without further ado, here are some of the essential tips for writing sales letters that will inspire action on the part of the consumer.
Be objective in your approach. Don’t just say what you want to say, be the customer as you write. Even though this is a sales letter, it must be about them. Get inside their head and fulfill a need for them. You only have one page to communicate with them, so it has to be good. Of course, this is about your business and whatever service you can provide to them. If you only talk about your business, however, then you will lose their attention quickly.
Your letter must be organized and easy to read. If composed correctly, it will have three parts. The introduction is where you tell the customer who you are and why you are sending them a letter. The body of the message is the sales pitch where you entice the customer with an offer they can’t refuse. The conclusion is the wrap-up and the call-to-action. Remember, as you do with the ads on a website, you must tell the customer what to do next.
Another point to ponder is white space on the letter. Many letters get thrown away merely because they are too long and look complicated. Its okay to be professional but try to write in a conversational tone so the customer can relate to you when reading it. Don’t use sentences that go on for days, keep them short. Break up the letter into easy to digest paragraphs. If there is enough white space and the message doesn’t appear complicated, then people will usually scan over it to decide if they want to read it.
Edit, Edit, Edit
You must edit your letter for grammar errors and run-on sentences. Once you have captured the reader’s attention, you want them to continue reading. The text should flow smoothly, as though you were standing there talking to the client. Errors in grammar or spelling will reflect poorly on you. Why would a customer think that they need your services if you cannot even spell words correctly? It is also a good idea to have someone else read through the completed letter to check for mistakes. You’ll be amazed at what a fresh set of eyes can sometimes spot.
Headlines and calls-to-action are not just for internet ads. It’s okay to use bold words in a headline to grab attention. Sometimes you may even need to use more than one line to convey relevant information. Try not to be cliché. Cliché is usually dull, and people don’t take it seriously. Don’t forget to include your call-to-action in the closing. This element is crucial, and if you write in an active voice throughout the text, it will fit right in naturally.
A well-written sales letter can soften the sell and increase the value of it. Be sure to bring the message to life with valuable information. Be bold in your writing; people appreciate it when you are genuine. Give the customer useful information that will somehow enhance their lives. Organize your letter correctly and edit it multiple times. You will be amazed at the responses you get.