How to Write a Sales Letter That Sells

Let’s get one thing straight. There’s no such thing as a winning sales letter template.

Why?

Because one size doesn’t fit all.

Every letter you write will have a different goal. They may even go to different audiences. That’s why you’re not about to find a set in stone template to follow.

The success of your mailing will be determined by several factors:

• Your audience
• How they are feeling on the day they get your letter
• Your offer
• The time of year
• Their journey into work that day…

That’s right – it’s not really about your letter.

Not helpful, but there are a few tried and tested techniques you can use that, if tailored to your audience, will boost your chances of success.

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1. A strong start

The beginning of your letter will determine its fate.

Grab readers’ attention from the outset by using a compelling headline before the greeting and a killer first sentence that forces them to read on.

The headline should be straightforward, and include the main benefit – that you’ll save the money, make them more successful, have a better life etc.

Make sure you always go for clarity rather than creativity.

2. What’s wrong?

Them problem/solution format works really well in the world of sales letters.

You already know the issue your reader is facing, so show empathy and offer a solution that will make it go away (your product or service).

It really is that simple. Forget elaborate prose – get straight to the point and show him how you can improve his life.

3. Benefits

The solution you offer must always focus on the benefits of your solution.

Right now, your reader isn’t interested in how many sizes or colours your thingummy comes in, he just wants to know it will make his life a lot easier.

Relate everything you say back to your reader and how it satisfies his needs and how it will make his life better.

4. Offer

Give someone an offer and they’ll fall at your feet. Just ask them to buy and they’ll head for the hills.

People love offers.

I bet you would think long and hard about buying a pair of glasses, but given a buy one get one free offer and you’ll be there at the front of the queue with your wallet open.

Once sold on your thingummy because of the benefits, your reader will have to be tempted by a strong offer – that means an exceptional deal that outweighs the price.

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5. Guarantee

What happens if he changes his mind or doesn’t like your product?

A money back guarantee will give the reassurance needed to buy.

6. Now what do I do?

All the hard work has been done. Your reader is about to buy. To make sure he does you have to tell him what to do next – and make it simple.

Offer several buying options, if a physical letter include a stamped addressed envelope, and clearly show your email address, order phone number etc.

Just as if you were face to face with a customer, you have to ask for the order or you won’t get it.

So there you have it.

This may not be a sales letter template, but it’s as close as anyone can get to one. By making sure you follow all of these tactics you will be giving your sales letter the best possible chance of success.