Writing a good sales letter
I'm Angela, Director of Stop the Train. As a marketer, I’m a tough audience to sell to and can smell a generic letter from at least 10 paces away. It receives the amount of time it deserves from me; none! Likewise, it’s really obvious when the sender has made an effort and it’s not wasted on me. Your audience are likely to receive a significant volume of marketing approaches every day so you need to make more of an effort than everyone else.
This week I received one of the best direct mail letters I’ve seen for a while. I knew we hadn’t written it and I could tell that it had been written by the actual sender, rather than an agency. It wasn’t perfect by my standards, but it had some very good points worth sharing.
It was addressed to me and mentioned our company name in several places throughout the letter.
They’d written about the sizzle, and not the sausage, or in sales terms; the benefits and NOT the features. Nobody buys features; they buy BENEFITS!
The sender had also referenced some very specific examples of sectors they were experienced in.
Why was this so relevant to us? They’re sectors we work in too. The only way they’d have known to mention jewellery software and industrial contractors, was by looking at the portfolio of work here on our website.
This effort, in conjunction with all the right messages of how they could help us, and outlining the benefits of using them, put them in a different league to the usual suspects that market to us!
If you’re planning to write your own letter, here are some of my top tips for writing one that works.
5 key questions your sales letter should answer
Why are you writing to them?
What’s the offer? (Be specific with your offer, and tailor it to your audience.)
Will it work for them? (Can you prove it?)
What’s in it for them? (Sell the sizzle!)
Is there any benefit to them to respond early? (Perhaps an early-bird incentive?)
5 great ideas to start your sales letter
Would you like…?
Wouldn’t it be…?
How many times…?
5 important points you need to remember
Keep your sentences, and your paragraphs, short.
Write like you’re talking to them.
Use the word ‘you’ much more than you use ‘our’, ‘I’, or ‘we’.
Check your spelling. Then check it again.
Always use a P.S.
5 must-haves for your sales letter
It must GRAB their attention.
It must explain the relevance of your offer to them.
It must convince them of the benefits.
It must close the sale.
It must have a ‘call to action’ – tell them how they place their order.
Now that you’re armed with these tips, you can start writing your most powerful sales letter yet. Good luck and don’t forget to send the sizzle and not the sausage! Oh, and if you're struggling to write it and would rather we did it for you, enquire here.
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