paper-based sales letters seems to be a dying art in the world of
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Writing The Ultimate Sales Letter
Writing paper-based sales letters seems to be a dying art in the world of electronic communications. But writing the ultimate "killer" sales letter is a skill which still needs to be cultivated!
Hard selling salespersons can be difficult to deal with: they can cajole you into buying a product or purchasing a service; they can drain your wallet with a few magic tricks up their marketing sleeves, and they can walk away with your money while you are left with a product or service you are not quite sure how to use, or why you should have it in the first place.
the arts of marketing, whether they use television advertisements or
radio jingles. Not exempt from this label are sales letters, which
are now also very difficult to write.
the age of instant messaging and emails, salespeople can be caught up
in the swiftness and decide to downgrade their writing talents to typing
out a few words of text. Sometimes, curt, quick replies can turn potential
buyers away; conversely, long, overdrawn replies can bore potential buyers
to death and keep their money in their wallets.
You need to know that any letter has two main elements: format and content.
Format is highly important, as it organizes the letter into known sections.
Organization can allow your recipients to jump to the parts of the letter
that they want to go to, simply because they have a clear view of how
it is organized. An organized letter, moreover, can also reflect an organized
All this has to be placed in three
or four short paragraphs of text, perhaps along with illustrations,
and with an air of both care and respect.
You will need to trim your sales pitch down!
sales letter will take no more than two hundred words to make the sales
pitch. First, you will need to convince the reader that he or she needs
a certain product or service. This process of need creation is where
many sales people fail, since it requires subtlety, not hard-selling
overeager pitching. When you convince the reader that he or she has a
need, then you need to show that you product or service can fill that
Have you reached the two hundred word, four paragraph mark yet?
You need to be respectful, and show
the reader that your company cares for them. Remember, potential buyers
need to know that you care, before they care about what you are selling.
An ultimate sales letter will show all this, and perhaps even more,
within one or two pages.