Writing an effective sales letter obviously gives you that much needed competitive edge in business. When writing one, remember to keep in mind that a sales letter should include three primary aspects.
First, it should be written in such a manner that it automatically catches the interest of the reader. Second, it should offer a feasible business prospect and third, it should generate awareness for sales. Listed below are a few tips for overcoming the challenge of writing an effective sales letter – one that converts!
Objective: Before you start writing, ask yourself the reason and the purpose of writing the letter. Then drive the content of the letter toward the goals you want to achieve.
Lead: Your opening sentence and headline should be such that they attract the attention of the reader and retain interest until the very end. Use simple language, yet captivating content so that the reader finds the sales letter interesting enough to want to invest their valuable time and money.
Informal Dialog: Write using a conversational tone so that the letter flows like a natural conversation between you and the reader. It is not necessary to strictly follow a formal style of writing, just use one that is unique to your personality. This way the letter won’t be boring and will communicate your views clearly. However, focus on grammar, spelling and the message that you want to convey.
Writing Format: It is always better to use tried and tested writing formulas that have worked in the past. This way, you not only reduce your chances of failing but also greatly increase your chances of writing a sales letter that gets results. Don’t worry too much about the writing style, since sales letters are not written for earning creative awards, but for converting prospects into customers.
Emphasize: If you want to draw the attention of the reader to certain key parts of the letter, you can do so by using bold letters or highlighting to emphasize.
Advantages for the Reader: Rather than focusing your writing on how great your product or service is, you should elaborate on the various ways the product or service will be beneficial to the reader. Place more emphasis on how the product or service will be useful to the reader by relating the different ways it will save money, time, solve a problem or yield more profit.
Avoid Jargon: Write in simple language. Using plain vocabulary is recommended since it is easier for the reader to comprehend the sales content. Avoid using industry jargon unless it would properly fit the audience.
Testimonials: You should include testimonials and references with your sales letters; this works to create a favorable impression about your business and thus enhances your credibility.
Cater To All Readers: Your letter should be able to capture the attention of readers who read through the entire letter as well as those who merely glance through the letter. Bulleting and using headlines are great ways to give the reader a brief idea of the entire content of the sales letter.
Writing a good sales letter isn’t rocket science, but it does take some time to get the techniques right. And once you do, it will be well worth the effort.