Sales Letters - How to Write Them
You could just send out your brochure to potential customersbut it's much better to personalise your mailing with a wellwritten sales letter.
Personalise - Using the person's name in a sales letter willgive you the greatest success. It's feasible to addresssales letters to - "Dear Transport Manager" or "Dear Friend"or "Dear Sir or Madam" or no salutation at all. However thislessens your chances of getting a response.
You must have a good headline - You've got to grab thereader's attention as quickly as possible. There must be areason for them to read on. The same rules apply that you'duse in your advertising or your brochure; you need to startwith words such as - "How to" or "Discover" or "The Secretsof"
Start with an anecdote - Introduce your message with a shortrelevant story. For example, you might use something likethis if you were introducing a management training program -"Seventy percent of employees don't leave their job theyleave their manager" You'd then provide supportive statistics and give details onthe cost of staff turnover. You would then go on to show howyou could reduce these costs and improve productivitythrough your training program
Lots of "You" and no "I" or "We" - Make each letter soundlike you're speaking to that individual rather than to agroup of people
It needs to tell the reader what's in it for them - Tellthem how they will personally benefit, how their businesswill benefit and/or how their problem will be resolved
Be believable - Don't make "fantastic" claims for yourproduct or service - your letter has to be credible
Write the letter as if you were speaking to the person - Ithas to sound human - warm, friendly, sincere; not toobusinesslike. Read your letter out loud and if it soundspompous or businesslike - re-write it
You have to sound like someone your prospect would like todo deal with.
Appeal to emotions - Human beings are 100% driven by theiremotions so that's what you have to appeal to in any of yourpromotional materials. Use words like - "feel" - "You willfeel less stressed when you follow this program"
Action - They're must be a call to action - tell the readerwhat to do now and offer an incentive - "Phone now toreceive the early bird discount" - Return the enclosed formtoday to receive your FREE gift."
Signature - Signing each letter by hand (in blue ink) willincrease your chance of a successful response. Depending onnumbers, this may not always be possible so use the bestsoftware you can to make your signature look realistic.
Remember the rule of seven - one letter won't do it, you'llneed to send at least seven over a period of time.
Treat your reader with dignity, respect and courtesy. Thetrick is in not making a sales letter sound like a "salesletter." It needs to come across like a personal message tothe individual. If they feel that you understand them andcare about their situation then they are more likely - tobring their business to you.