How to Amp up your sales letters

November 1st, 2013

How to Amp Up Your Sales Letter and Ensure a Response

How to Amp Up Your Sales Letter and Ensure a Response
A sales letter is one of the best tools you have to make an impression. It’s important, and it’s something you want to get right the first time, but it’s not necessarily something that has to be obsessed over. There are a few basic rules that, if followed, can lead to a sales letter that leads to, well, leads. Follow this guide to creating an amazing sales letter that sells.
A good sales letter is always personalized to the potential client – avoid boilerplate copy!
Personalize
Resist the urge to write a boilerplate letter and then add a name, a company, and a few tidbits designed to give the impression of a personalized correspondence. If you add a few nuggets to make it appear as if you wrote your sales letter specifically for them, it will appear as if you added a few nuggets to make it appear as if you wrote your sales letter specifically for them.
Write each letter individually. If you take a form-letter shortcut, it will show. Absolutely no one will respond well to a letter they can tell was sent to a million other people with a few adjustments made to trick them into thinking it was just for them.
It’s All About Them
In its purest form, sales is the business of convincing people you can do something for them. Your letter should not focus on what “we offer”; it should focus on what “you’ll get.” By writing about what you can do, you’re coming from the perspective of doing something for yourself. The entire tone and context should revolve around how the prospective client’s situation will improve if they choose to do business with you.
Put the Ball in Your Own Court
Never end a sales letter with the onus on the client. If you leave it up to them to follow up with you, you’re taking all the control away from yourself and putting it into the hands of someone who you can’t be certain will ever call back. It’s not polite to ask the potential client to call you if they’re interested. It’s bad business.
Your pitch should be followed by a promise to follow up with them in a day or two days or a week. If you leave it up to them to call, plan to be sitting by a phone that isn’t going to ring.
Rely on Your Words
Resist the urge to add a loud graphic element or flowery background to your letter. A sales letter is not the place for graphic design. Let your words do the talking. A sales letter should be short, smart, and to the point.
If you’re not a great writer, that’s fine. Be honest about your limitations and hire a copywriter. A sales letter, in its purest form, is a large concept boiled down to a few paragraphs consisting of a few sentences each. Putting graphics and images and design on a sales letter is like a restaurant putting too much seasoning on a piece of fish – it makes the diner wonder what they’re covering up.
Avoid flowery graphics or bold design motifs. Let your words do the talking.
There is no magic formula for a good sales letter. It should focus on what comedian George Carlin called “language economy” – using the least amount of words as humanly possible to get the point across. Be honest, speak in plain English, and be brief. Most importantly, end things with the understanding that you’ll call them, not the other way around.
Andrew Lisa is a freelance writer living in Los Angeles. He writes about small business, personal finance, and how to accept mobile payments.

This entry was posted on Friday, November 1st, 2013 at 5:33 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

2 Responses to “How to Amp up your sales letters”

  1. Ian Adams Says:

    Hey Ken – I just gave a lengthy presentation on this topic. Focused specifically on sales emails. Great messaging here.

    Ian

  2. kenthoreson Says:

    great, glad you enjoyed