Rich Writing

Writing a Sales Letter

Direct Mail: 15 Tips to Writing a Sales Letter that Rocks!

By Susan Rich

According to the United States Postal Service – direct mail is not dead.
Writing a sales letter is still one of the most cost-effective ways to generate interest in your product or service. But that doesn’t mean it’s cheap: Writing an effective letter is one cost, powerful graphic design and printing are others.
Finally – mailing the letter is no small investment. It can take thousands of letters to generate a solid response rate.

Your customers have gotten tired of email spam campaigns, and instead are more pleased with — and intrigued by — the return to targeted direct mail marketing. Make it work for you: Today’s technology makes it a snap to buy a list and create a personalized greeting.

Here are 15 more tips for writing a sales letter:

  1. Who are you talking to? Match your offer to the audience.
    Do you know who your reader is? Your letter needs to be written for – and delivered to – the correct person. Once you’ve identified your target market, direct mail services can help you build a list to reach them.
  2. Get to the point.
    Ask a question. Challenge an assumption. Hook the reader. Don’t start your letter with general, hazy information. Try to make your point in the first two sentences.
  3. Be clear and concise.
    Your letter can be one page or four. Just be certain you are delivering enough information to make your offer compelling and memorable.
  4. Sell benefits, not features.
    It’s tempting to list and discuss product features. That’s fine, and often necessary, but don’t stop there! Your potential customers want to know how they will benefit from using the product. So when you list your product features, be sure to focus more on the end-user benefits.
  5. Keep it personal and conversational.
    Skip the form letter, stay away from the impersonal “Sir or Madam.” Today’s technology allows you to personalize each letter you send out. When it comes to writing style, aim for a conversational tone. Write your letter as if you are talking to a friend.
  6. Sales letters generate leads, not sales.
    People prefer to do business with folks they like and know. That’s why it’s hard to generate actual sales with a direct mail letter. Instead, your goal should be to start the relationship. Intrigue your prospect to connect with you. Make it easy to respond, and then it’s your job to keep the conversation going. Be confident in your own ability to sell: If the phone rings, that’s when your opportunity begins. Don’t forget: Every sale you make in person builds your word-of-mouth reputation. This can lead to referrals or testimonials.
  7. Write simply.
    Write clearly, using vibrant verbs and descriptive nouns. Choose short, non-technical words where possible. Write so an 8th grader can understand your letter. You’re not talking down to your reader, you are telling a concise, compelling story.
  8. Use white space.
    Today’s readers are turned off by large blocks of text. Try to use short paragraphs, bullet points, or numbered lists. This makes for easier reading, and better comprehension.
  9. Make a “no-risk” offer.
    Offer a “free” no-risk gift. It can be an e-book, a tutorial or product sample. Your goal here is to excite a response. This helps build your database.
  10. Create a deadline.
    Deadlines increase response rate because people want your free offer. Set a deadline, and then make sure your Call to Action supports it.
  11. Drive that Call to Action.
    Tell people what you want them to do, how to do it, and how they will benefit. If you want them to call, tell them about your free offer just for picking up the phone. Sign up for a newsletter? Promise them your free e-book. Come in for a product demonstration? Say what’s in it for them to hop in their car and drive to your business! Your goal is to make it sound like doing business with you will solve a problem.
  12. Include a guarantee.
    Your personal guarantee adds to the credibility of your product and service. It should be something you can easily and consistently deliver – and one your customer values. A high-value guarantee will make the phone ring.
  13. Showcase testimonials.
    People want to know how you helped others. In some ways these success stories pack more punch than a list of features and benefits. Collect testimonials from your satisfied customers, and use them to add spice to your sales letter. Be sure to get permission before you print.
  14. Use postage reply mail.
    Depending on your offer, be sure to include a business reply card. Include pre-paid postage – this adds to your credibility and makes it that much easier for your reader to respond. Don’t be a penny pincher: You spent money on the initial mailing. You don’t want to lose an inquiry over the cost of a single stamp.
  15. P.S. – This is important.
    Studies show people first read the main headline and then the P.S. After that, they will skim subheads and bullet points. Given that, make your P.S. count! Repeat your offer, deadline, or main selling point.

These articles are free content that you can download, link to, and share with anyone in your community. All material is written and owned by Susan Rich. Copyright, 2009-2010. All rights reserved. Please link back to my site and give appropriate by-line credit.