Our friend Dave called last night, he's started a small engine repair business and he asked us to review a sales letter he'd written. Dave's letter was actually pretty good; the only problem was that it did not give a really good reason why anyone should do business with him! There was no incentive; no "special introductory offer"; no inducement for anyone to dash to the phone and call him. Of course we offered to rewrite the letter.
The number one objective for a sales letter is - get the letter read. And the second is to persuade the reader to take an action and start a business relationship.
How do you do this? First, create a powerful headline with an immediate clear benefit for the reader, not some wishy-washy "Hi, here we are" statement. Ask a question that shows you understand their needs, "Are you still looking for someone who can guarantee your mower, tractor, trimmer, cultivator or compactor will be ready to work when you are?" This show's you understand their needs and are not just jumping into a "rah rah" selling pitch.
Then tell them you have the solution, "Our 10 point small engine tune-up will keep you running strong all summer long—we absolutely guarantee it."
Give them your business credentials. Dave could say, "I've been repairing all makes of lawn and garden equipment for over 15 years and I love it!" Now offer them something they can use, in other words: tell them what's in it for them if they buy your product or use your service right away. Don't be afraid to be bold. Use capitals, underline, or bold type—let the offer leap off the page so that if they read nothing else, they'll at least see the offer you're making. "Take advantage of our FREE 'get-to-know-us' offer"
Now add some credibility—people want to know what others say about you, so tell them—add two or three testimonials.
Be sure your letter has a high interest factor by adding some free advice or tips and tricks. Dave could tell how to make an engine run better by selecting proper fuel mixtures or how to keep a lawnmower blade sharp.
Clearly state what the next action should be and give them a reason why it's important to act right away. "Be sure you're ready for the growing season—call us NOW!"
Use plain language and don't use language that you would not normally use—be sure it sounds like you. Thank the reader for reading your letter and sign it personally. If you know the reader, add a note at the bottom in your own handwriting.
Last, add a P.S. This is a great place to reiterate the offer and maybe even sweeten the deal. "Take advantage of our FREE 'get-to-know-us' offer by April 30th and we'll throw in a free tank of gas for your mower or tractor."
Of course you must have a good list to send this out to—one that is accurate and up-to-date. Sending a great letter to a non-existent person is a waste of time, so phone your contacts before you mail and make sure your list is up to date.
Do a test. Send out a few dozen per week, and follow up by phone. Vary the offer and see what happens.
Think from the point of view of the customer. What will make them interested in your product or service? Do not make the letter about you or your company. You will not make sales by telling customers about the latest events in your office or the history of your company's expansion. The letter should be about the customer, their problems, and how you can solve them.
Headlines are the most important part of a sales letter. Try to come up with at least twenty different headlines and select the best. Generally headlines should be longer than 3 or 4 words, but less than 17 words. Take a look at newspaper headlines and other sales headlines for inspiration. Be specific. If you have a figure of 37% then use it, do not say 'over 30%'.Do not exaggerate in your headline to get attention. If it cannot be believed readers will not bother to look further.
When you first sit down to write the main body of the letter do not edit it as you write. Just write what you think is the main, important message and do not stop to correct spelling mistakes or grammatical errors. If necessary stare determinedly at the keyboard as you write, or better still turn the monitor off on your PC. If you continually stop to make corrections the words will not flow and the message may become confused. Once your first draft is complete then go through it and make corrections.
Avoid long sentences in your sales letter. You want to make the letter as easy to read as possible. Break the letter up with subheadings that refer to the contents of the next section. Your subheadings should give enough information for someone skimming down the page to understand your offer.
Once you feel your letter is complete put it aside for a while before reading through it again. You may spot mistakes or areas of confusion. If you cannot leave it for a period of time give it to someone to read. Ask them to skim through it to see if they get the main points of the message. If they do they can then read each sentence and give you their impression of the letter.
Both Liz Walker & David Grooms are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Liz Walker has sinced written about articles on various topics from Copywriting, Computers and The Internet and Advertising Guide. Marketing Masters, Ken & Liz are Duct Tape Marketing Authorized Coaches and authors of , a FREE monthly ezine for small business owners who want simple, effec. Liz Walker's top article generates over 27100 views. to your Favourites.
David Grooms has sinced written about articles on various topics from Sales letter, Mortgage. By Dave Grooms, Author of the ?Double Your Cleaning Business? system.. David Grooms's top article generates over 2400 views. to your Favourites.