Writing a sales letter is tough but writing a winning sales letter is tougher. Many sales professionals, even managers break their head thinking how to get it right.Well, the key to this puzzle is they should put themselves in the customer’s shoes and ask:
What benefit would I receive by reading this sales letter?
Remember the keyword “benefit”, it is going to be the backbone of this article. Many sales professionals pick bits and pieces of information from different places and develop a mess hoping they have developed sales letters.
You should always bear in mind that a sales letter is only applicable when you have a product to sell and an offer to make. A sales letter should never be an introduction of your product or company.
Customers are not interested in the features of your product but the offer and benefit of the product to them.
Analyze from the customer’s point of view and ask yourself Why should I read the letter? Is there any benefit or offer to me which I cannot refuse? Am I convinced that this offer is really a good one?
After considering these things, you should apply creativity in presenting the letter. The headline is very vital to the success of sales letters. It should be aimed directly at the targeted prospects.
Wondering how to write sales letter? Sales letter writing requires that you are tactful in the use of the words. But if you are not good at the trade, do not attempt it. Choose simple writing. The heading should never be more than a line, so be specific as possible. Also take into consideration that customers don’t read sales letters, they scan them.
If you are not able to deliver your message to the prospect in the stipulated time through sales letters writing, then you have lost your chance. The headline should contain the ultimate benefit being offered to the customer. This will help direct the prospect to the body of the letter.
The body of the letter will strictly deal with how to maintain the level of enthusiasm you created in the prospect’s mind with the heading? Once again, don’t focus on features of the product you are trying to sell. Instead, emphasize on the benefits and offer you are presenting to them.
Benefits such as how much money it is going to save them and how it would affect their lives should be mentioned in the body of the letter. Make them give your product a second thought. Give them a reason to compare it to your competitor’s product.
Remember, the prospect reading your sales letters will constantly come up with questions as to how the product will benefit him or her. Your written sales letters must clear those doubts and answer the questions. Being a little informal in the presentation will not do any harm, so try to grab the prospect’s attention by relating your product to real life things.
You can add a little humor provided you are certain that it won’t offend the prospect. This is also the right place to bring in a few clients testimonial if you have one. Please keep the testimonials believable, don’t exaggerate or hype. Customers are sick and tired of hype.
Once you have cleared the doubts about the product, you must ask your prospect to take action. If it is an email, request them to click on a link to act now. But if it is a direct mail, then provide them with a contact number. Also emphasize that if they don’t act now, they will miss the offer as the offer is for limited time only.
A perfect way of ending a sales letter is the P.S section. Try to add something here that will force them to go back to the letter and read it. I If you can implement this strategy, you will see an increase in your business sales.
Use the magical words in sales letter writing that makes your customers and clients absolutely irresistable. Put yourself in the shoe of your customer and see what benefits they are looking for from a product or a service. Simplicity is the solution to a high success rate across a broad sphere of products and services. Don’t hype your letter.