how to write a sales letter
Answers
en in this digital age, a sales letter can convert prospects into customers if you know how to write one. Learning this skill will help you reach a variety of people. Writing sales letters doesn't have to be limited to direct mail, though. You can write a sales letter for your website, your Email leads and other marketing communications too. Let's begin.
First, Identify Your Target Audience
You have to know exactly who your target audience is before you write your sales letter. Make a list of your leads and who these people are to get to know your potential customer. If you don't know who you're selling to, you don't know how to sell to them. Understand who's buying your product, who you're sending your sales letter to and gear your sales letter directly to them.
Know Your Customer by Name
Take the time to address your customers by name on the outside of the envelope and in your sales letter as well. A letter that reads, "Dear Mrs. Johnson," says a lot more to your lead than one that reads, "Dear Potential Customer" or "Dear Sir/Madam."
Write a Powerful, Engaging Headline
A well-written headline sets the stage for an effective sales letter. You can make it stand out by centering it, making the font large, bold, or in a bright color. Just make sure you choose the right words to grab your customer's attention right from the start. A 100 point headline in bold, red font still has to be written well, or your potential customer will stop reading.
Craft an Intriguing Introduction
The introduction should NOT be bland or pedestrian. It is usually where you make or break the chance of a sale, so make it count. Your intro may ask a question. It may pose a problem scenario, and then you provide the solution. Just make sure your introduction doesn't give the customer an easy way out. For example, if you're using a question as an introduction, make sure the customer can't simply answer with a, "no." If you ask a yes or no question, you can easily lose your customer because they don't have the problem you've posed in your question.
They stop reading, and your letter goes in the trash can.
Elaborate You Sales Message Using Subheads
Write your sales letter's subheads so that they help break up the text of your letter into sections. You don't want to drone on for three pages filling the paper with word after word. Use subheads, to sum up each section, invite the reader into that section and, most importantly, keep them reading your sales letter all the way to the end.
You Should Constantly Be Connecting With the Customer
Connect with your potential customer as often as you can by using a personal, friendly tone. Use this same tone throughout your sales letter. Identify with the customer's problem and provide them with the solution. By writing the letter as if the customer is your friend, your sales letter makes more of an impact than a letter that feels like a stuffy company trying to get a customer to buy something.
Pose a Problem, BUT ALWAYS Give the Solution
How will customers know they need your product if they don't even know they have a problem you can fix? Write your sales letter from the customer's point of view. Even if someone is a master seamstress and you're selling a glue that hems clothes in minutes, make every customer feel they can't live without your product. In this example, you have the opportunity to reach people who rip their pocket or need a quick hem without having a lot of time to fix the problem. Your product helps them do just that, no matter what their sewing experience level. Just using a little of your special glue helps get them on their way.
State the Features and Benefits...Again and Again
You've posed the problem and given the customer the solution. Don't stop now. Keep stating the benefits and features of your product. If you don't keep the momentum going now, your sales letter will lose steam and not help move your customer to the end of the sales letter. Why is your product better? How will it directly help the customer?
Answer:
Objectives and Advantages of Sales Letter
Objectives of Sales Letter
A sales letter aims at reaching the reader to purchase the product.
Introduction and marketing of new products and services.
To reach potential customers.
Expansion of the market.
Advantages of Sales Letter
A sales letter is less expensive.
Reach a client where a salesman cannot.
Reach a number of clients all at the same time.
Ease of understanding and availability of full details.
More convenient, efficient, and comprehensive.
Elements and Format of Sales Letter
Elements of Sales Letter
Headline: Here the writer wants to grab the reader’s attention toward the main purpose of the letter.
Introduction: It is the introductory paragraph. Introduction in the sales letter provides the details of the product or the service. It also provides the reader with the cost, quality, saving and other related information.
Body: Here the writer builds his credibility. The writers provide with the worth of the product, its difference from other similar products, a list of satisfied customers, terms of contract etc.
Call to Action: In this section, the writer asks for the reader’s response and can express the gratitude. It also includes various details like warranty, discount etc.
Format of Sales Letter
sales letter
Writing Tips for Writing Sales Letter
Introduce the ideas in a way that compels the reader to take a positive action.
Introduce yourself and the product well.
Be clear in what you are offering.
Choose your words as per the targeted audience.
Always use a headline.
Make the first sentence of each paragraph count.
Use of font styles, font sizes, bullets, and numbering etc.
Use relevant statement showing the credibility of the product.
Suitable closing sentences.
Correct use of salutation.
Proper and complete details of the product and availability.
Always ask for attention, build interest, desire, and call of action.
Have a simple and convincing tone.
Avoid creating confusion and uncertainty.
Avoid being clever and funny.
Include your name, signature, and other contact details.
Do not use fancy words or slangs.
Always revise and edit the letter.
Types of Sales Letters
A sales letter has a specific purpose to meet. The various purposes can be the introduction of a new product or service, availing new offers, selling incentive etc. Let us discuss some of them here.
Introductory
This type of letter is written to a customer or a consumer to introduce to the company or a product. It also explains how readers will get benefit from the product or the service. It must grab people’s attention, build their interest and call to action.
Product Update
As the name suggests, this type of letter is to describe the benefits of new products over older ones. Other details like a limited period to purchase and discount can also be included.
Selling Incentive
It promotes existing products among current customers. This type of letter must build some excitement among the reader to buy the product.
Thank You
A sender writes this letter to thank the customers to be a part of the business. It shows the value of the customer. A brief mention is given on the availability of product for the customer.
Holiday Celebration
This letter gives a chance to offer a product as a gift for customers. It also shows the discounts and the offers limited to the holiday celebration.
Invitation
It is an invitation to the customers for any celebration. This helps the customers to feel important.
Lost Customer
This type of letter is for the customers who have not been too active recently. It helps the organization to bind with them and offers them good deals.
Solved Example for You
Problem: Which of the following should be kept in mind as a customer’s point of view while writing a sales letter?
Points showing the inexpensiveness of the service.
Expiry of the deals.
Points showing the need.
Points showing the costliness of the service for show off.
Solution: All the above except point d.
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