How to write an excellent sales letter
You still can't beat a well-written piece of direct mail!
though the Internet is, it still can't beat a well-written, well-targeted
piece of direct mail (see our two feature articles on Targeted
powerful but easy six-point plan to help you to produce a powerful sales
letter to use as part of your direct mail:
No-one has yet
written the perfect sales letter that gets results every time. But this
six-point plan may 0help you to write more effective letters.
is the objective of the letter? Think very clearly about what
you want the letter to do:
If you don't
start off with a clear objective, how can you expect the reader to respond
in the way you want?
a direct order?
a sales interview?
filed for future reference?
the reader to expect a telephone call from you?
attention quickly You have about 5 seconds to get the reader's
attention - to persuade him/her to read the rest of the letter rather
than chuck it. So use a headline to great effect. Try one of these attention-getters:
a how or why question
it BIG (but don't go over the top!)
it relevant - don't disappoint people by promising
something in the headline that isn't justified in the rest of the
a price - if that's a major benefit of what you
it easy to read:
the first sentence short.
the paragraphs short.
up the text - use indents and sub-headings.
with one person in mind - make it personal without
being too chatty.
someone else to check your letter for easy-to-read
benefits will the reader gain?
on benefits rather than features all the time.
(See our article on Selling
the sizzle! to see the difference between 'benefits' and 'features').
the letter as personal to the reader as possible.
Talk in terms of their industry and their interests
- again, part of the targeted marketing approach.
to build a partnership between you and the reader:
in terms of the reader, not you.
too much use of "I" and "me"
with "I", move to "you", and with "us".
the reader to act in the way that you want them to - don't
leave them trying to guess the purpose of the letter. If you want them
to read a brochure, tell them. If you are going to phone them, tell
help on this topic...
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