Getting lucky isn’t necessary with a great sales letter.
When done right, the written word is a highly persuasive 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.
The best sales letters follow a proven formula. They contain specific elements presented in a strategic order. Most importantly, they answer the question in every reader’s mind, “What’s in it for me?”
If your current sales letters are not delivering results …
…it’s time to try a new approach. A copywriter can create a sales letter that captures readers’ attention, excites them about your offer and motivates them to respond. Consider these six questions when evaluating 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 best 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…
Writing Copy to Catch the Eye
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 if they’re reading your sale letter on a monitor. Some other copywriting techniques to make your sales letter more visually attractive are:
- Headlines – State your most compelling benefit.
- Bullets – Highlight key points with a vertical list.
- Call-outs – Frame a quote or excerpt in a box.
- Subheads – Break up big blocks of copy for easy reading.
- Grabbers – Use a clever or surprising statement to hook your reader.
- Calls to Action – Motivate the reader to request info., click the link, visit us, buy now, etc.
- Postscripts – Everyone reads a P.S. Go even further and add a P.P.S.
You can also consider using colour, 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.
Leverage Your Sales Letter Copy
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.
Writing Online Sales Letters
Here’s another marketing idea for you to consider. In addition to e-mail or regular mail, post a sales letter online where visitors to your website will see it.
Your online sales letter can be just a few paragraphs or a lengthy page that requires you to keep scrolling. Contrary to what you might think, marketing research reveals 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 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 – 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 – Explain what the reader gets for the price including any bonuses.
- Guarantee – Give a guarantee that makes the purchase risk-free.
- Close – Use a persuasive call to action and create urgency to buy now.
- P.S. – Restate one key selling point and again push the buyer to take action.
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