How to Write a Sales Letter That Gets Results

How to Write a Sales Letter That Gets ResultsHow to Write a Sales Letter That Gets ResultsEven in this digital age, a sales letter can convert prospects into customers if you know how to write one. Learning this skill will help you reach a variety of people. Writing sales letters doesnt have to be limited to direct mail, though. You can write a sales letter for your website, your emaille leads and other marketing communications too. Lets begin. First, Identify Your Target Audience You have to know exactly who your target audience is before you write your sales letter. Make a list of your leads and who these people are to get to know your potential customer. If you dont know who youre selling to, you dont know how to sell to them. Understand whos buying your product, who youre sending your sales letter to and gear your sales letter directly to them. Know Your Customer by Name Take the time to address your customers by name on the outside of the envelope and in your sales lette r as well. A letter that reads, Dear Mrs. Johnson, says a lot mora to your lead than one that reads, Dear Potential Customer or Dear Sir/Madam. Write a Powerful, Engaging Headline A well-written headline sets the stage for an effective sales letter. You can make it stand out by centering it, making the font large, bold, or in a bright color. Just make sure you choose the right words to grab your customers attention right from the start. A 100 point headline in bold, red font still has to be written well, or your potential customer will stop reading. Craft an Intriguing Introduction The introduction should NOT be bland or pedestrian. It is usually where you make or break the chance of a sale, so make it count. Your intro may ask a question. It may pose a problem scenario, and then you provide the solution. Just make sure your introduction doesnt give the customer an easy way out. For example, if youre using a question as an introduction, make sure the customer cant simply ans wer with a, no. If you ask a yes or no question, you can easily lose your customer because they dont have the problem youve posed in your question. They stop reading, and your letter goes in the trash can. Elaborate You Sales Message Using Subheads Write your sales letters subheads so that they help break up the text of your letter into sections. You dont want to drone on for three pages filling the paper with word after word. Use subheads, to sum up each section, invite the reader into that section and, fruchtwein importantly, keep them reading your sales letter all the way to the end. You Should Constantly Be Connecting With the Customer Connect with your potential customer as often as you can by using a personal, friendly tone. Use this same tone throughout your sales letter. Identify with the customers problem and provide them with the solution. By writing the letter as if the customer is your friend, your sales letter makes more of an impact than a letter that feels li ke a stuffy company trying to get a customer to buy something. Pose a Problem, BUT ALWAYS Give the Solution How will customers know they need your product if they dont even know they have a problem you can fix? Write your sales letter from the customers point of view. Even if someone is a master seamstress and youre selling a glue that hems clothes in minutes, make every customer feel they cant live without your product. In this example, you have the opportunity to reach people who rip their pocket or need a quick hem without having a lot of time to fix the problem. Your product helps them do just that, no matter what their sewing experience level. Just using a little of your special glue helps get them on their way. State the Features and Benefits...Again and Again Youveposedthe problem and given the customer the solution. Dont stop now. Keep stating the benefits and features of your product. If you dont keep the momentum going now, your sales letter will lose steam and no t help move your customer to the end of the sales letter. Why is your product better? How will it directly help the customer? Use Bullet Points for Easy Comprehension When stating facts about your product, features, benefits, etc., it can be easy to get caught in a trap of using sentence after sentence as an explanation. Go back to the old, Keep It Simple Stupid, philosophy. Use bullet points instead of long, boring sentences. Bullets also help break up the page visually, which also makes your sales letter more inviting to your customers. Customer Testimonials Are Very Persuasive If you havecustomer testimonials, they can be a great sales tool. They make you and your product credible while helping your customers state exactly what it is they like about your product. Use testimonials sparingly and shorten them up. Some of the mostpowerful testimonialsare the shortest in length. If a testimonial is too long, trim it because you dont want to lose your prospect in a long,drawn-o uttestimonial. Offer an Incentive to Help Close the Sale A free trial, no risk-obligation or a special gift are just some of the incentives you can use to generate interest in your product.Using an incentivegives your sales letter more mileage with the customer because youre offering them something just for that select group of people receiving your letter. Make Good Use of Your Call to Action Yourcall to actiontells customers what you want them to do. Call now Hurry before this offer ends This offer is not available in stores. Get a free upgrade just for calling. Use your call to action to direct customers to the next move, getting them one step closer to the sale. Dont Forget to Add a P.S. A P.S. is a golden nugget you should use in your sales letter. You can use the P.S. for important information you want to save until the very end, remind people that an offer will end on a certain date or use it to reveal other pertinent information you want to leave people with as a fin al thought. Many times, people who may be skimming your sales letter will read the P.S. If its strong and persuasive enough, they may decide to read the entire letter when they might not otherwise.