Does your mind go
blank when you begin writing a sales
letter? Do you have good ideas that
somehow don't come together on
paper? If so, you're not alone.
These are common obstacles many
business owners face.
These seven tips can help you write
more effective sales letters:
1. Be the customer as
you write.
This is the most important aspect of
a good sales letter, but it's often
overlooked. Imagine yourself as the
reader of your letter, and write
what the customer wants to know--not
what you want to say.
You have one page to attract a
customer; you'll lose the
opportunity if your sole emphasis is
on your business. Remember, your
customer's main concern is
fulfilling his or her needs and
desires, not increasing the balance
in your bank account.
2. Organize your
letter.
Sales letters, just like high school
term papers, need an introduction, a
body and a conclusion. In the
introduction, tell why you're
sending the letter. The body is your
"sales pitch," where you'll explain
why your offer is irresistible. The
conclusion wraps it up by briefly
bringing your points together and
asking the customer to take
advantage of the offer.
3. Make it easy to
read. Many
sales letters are thrown away
without being read simply because
they appear too complicated. Don't
let this happen to you. Use the
following guidelines:
Write in a conversational style,
just as you would normally speak;
formal tones are usually unnecessary
in sales letters.
Use short sentences. Once you start
writing more informally, you'll
notice your sentences will get
shorter.
Compose short paragraphs. People
like to have breaks in their
reading. If it doesn't flow smoothly
and sound natural, rewrite it.
Edit and then re-edit your letter.
Besides being difficult to read,
misspelled words and grammar errors
destroy the credibility and
effectiveness of your letter.
4. Capture your
reader's attention.
Headlines are not limited to ads.
They can also be used in letters to
tell readers something they want to
know in a bold way that grabs their
attention.
You can also use longer
headlines--up to three or four
sentences--to present important
information. In either case, always
make the headline compelling so
customers want to read the rest of
the story.
5. Get your readers
interested.
Involve the reader in the letter by
bringing it to life with a steady
flow of interesting information.
Write in an active voice.
Build on your sentences and
paragraphs so the reader is
encouraged to continue reading.
Every sentence needs to be
interesting; a reader can become
bored quickly.
June Van Klaveren, owner of
Compelling Communications, a
copywriting firm in St. Louis,
recommends including a handwritten
note or an arrow in a different
color ink to highlight an important
fact and retain your reader's
interest. "I also include a `P.S.'
at the bottom of the letter," says
Van Klaveren. "You can count on this
and your headline being read because
you've piqued the reader's
curiosity."
6. Make your readers
want your product or service.
This is best done by answering the
reader's question, What's in it for
me? People are bombarded daily with
billboards, commercials and direct
mail--all trying to sell something.
Your letter can stand out by not
selling, but offering benefits.
People don't buy products or
services, they buy the benefits
derived from their purchases.
Remember, you're not selling dining
room tables; you're selling a joyous
haven where families bond and
friendships flourish. There's a big
distinction between the two
approaches.
7. Ask your readers
to take action.
Potential customers won't know what
you want unless you tell them what
to do next. If you want them to call
you, say that in your letter and
provide your phone number. If you
want them to visit your facility,
invite them to stop by and give them
clear directions and specific office
hours.
It's also important to urge your
readers to take action right away.
The longer it takes them to respond,
the less likely it is you'll hear
from them. If you're running a
promotion, offer the special for a
limited time. If you only have a few
units available, be sure to state
that quantities are limited. This
generates urgency to follow up on
your letter.
Cynthia Perun is a
freelance writer and marketing
consultant in Algonac, Michigan.
This article originally appeared in
the January 1998 issue of Business
Start-Ups magazine as "The Perfect
Pitch."
