Writing a sales letter can be a tedious experience and writing a profitable sales letter, can be quite elusive. If you have no experience at writing salesletters, trying to get it right can be mind bending, if not completely unattainable.

The best way to begin writing a salesletter, is to first put yourself in the shoes of a prospective buyer. Ask yourself : “What benefit will I gain by reading this sales letter?” Keep that word “benefit” close to mind at all times as this is what the whole process hinges on. If you merely throw together a whole pile of gratuitous information saying “This is a great product – Buy It!!“, without actually explaining how it will benefit the prospective customer – you lost them before you started.

Do not make it an introduction of your product’s specifications.

Every word is important in a salesletter and if you distract your potential customer’s attention with specifications of the product, you are wasting valuable words. You are trying to sell something here, not write a manual. Your words need to offer benefits to them – what will they get out of it.

Think from the customer’s point of view and ask yourself:

• “Is there any benefit or offer for me which cannot be refused?
• Will this make me feel good?
• How is your offer going to help me?

Letter presentation.

The header, heading, or the headline is crucial to any sales letter. It should target directly to the prospective customers of your product. Simplicity works best. The headline should be one line, so try to be as specific as possible, but make it memorable. As an example: “Cars for sale.” will not work as well as: “Free stereo with each car.” The obvious benefit to the buyer is the free stereo. Keep in mind, also, everyone is used to small bytes of information these days. So if your salesletter is not able to convey your message to the prospective buyer in a timely manner, you have lost them, their interest has moved on. Your headline should start with a benefit being offered to the customer. This will ensure the customer follows to the body of the letter at least.

The body of the letter.

How are you going to keep the customer’s enthusiasm that you created with the heading? Once again it is important to remember not to focus on features of the product you are trying to sell, but on the benefits and offers you are making to them. The body of the letter should incorporate:

• How much money it is going to save them?

• How much time it is going to save them?

• How will it improve their lives?

• What additional offers are included?

Make them realize that they actually have a need for your product. People reading a salesletter will constantly have doubt as to how this is going benefit them, after each and every point you make. So be ready to clear those doubts and answer the questions with each point you make. If your product has extra thingamies on it, clarify that statement with “which of course saves money” or some such. Creating an informal approach makes it all more personable, people want to connect with people, this is why most electronic salesletters have little snippets of code in them, which automatically inserts the recipients first name.

If you are going to use testimonials of your products, make sure they include how the product has benefitted the buyer. Keep in mind, due to the new FTC rules – you must be able to back these testimonials up.

The call to action.

If it is an email, prompt your reader to click on a link to act now or provide a contact number if it is a direct mail. If it is a web-page, promt to click a link, or, add their name and email to a sign up form. Also remind them again that if they don’t act now you will forfeit the offer as the offer is for limited time only. Make this a “real” limited time, too – nothing worse than finding out that a limited time offer is still there months later. This undermines customer confidence and you will not get returning customers.

The bottom line.

One of the most important parts of the sales letter is P.S. or, post script. Many people simply read the heading, beginning and end of the letter. So, try to convey something that will prompt them to go back to the letter and read it, like: “the discount I mentioned earlier”. But do not make it hard to find, if they have to hunt for it – you have lost them.

Do not give up after just a few attempts, you will find that the more you write, the better at it you get and the easier it becomes, when writing profitable salesletters.

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