In this article, you’ll discover how to write a sales letter.
Writing a sales letter is a direct way to reach out to customers.
Certain elements are required in sales letters to persuade a customer to purchase a product or service.
To entice readers to learn more about an offer, they should use a personal and informal tone.
What is a sales letter?
A sales letter is a written pitch intended to entice potential customers to purchase a product or service.
A sales letter’s purpose is to show a customer how your company will benefit them.
When a consumer thinks about meeting their needs, they are less concerned with the idea of a business transaction that could lead to a sale.
Sales letters are used by businesses in both online and print formats.
Sales letters are a type of direct marketing that can be effective if they are written persuasively and with strong content.
They enable businesses to connect with current or prospective customers on a more personal level.
How to write a sales letter
A potential customer needs a reason to buy. A sales letter explains why and backs it up with examples and data.
This will help to sell the reader the idea of the product or service that a company provides.
Here are the components of a sales letter that should be included to increase your chances of making a sale.
1. Write a catchy headline that grabs your reader’s attention
In one sentence, tell potential customers what they need. Make it memorable because this could be the only thing they see.
2. Provide a hook that draws the reader into the main body of the copy
Addressing the sales prospect’s unspoken needs will bring them closer to your product.
Your potential customer will pay more attention to your words if you can explain why this product or service will benefit them.
The hook is the first sentence of your sales letter.
Make the hook weak and you’ll go hungry. But if you can make the hook strong, you’ll get more sales.
Example: Your sales page is the place where your potential customers learn more about your product and service. You want to first attract web browsers to the page and get them to read the rest of the copy to the end. Wasting thousands of dollars on digital campaigns will not result in a big sales increase because your sales copy sucks. The Complete Copywriting Course shows you how to write hooks that suck in your potential client and keeps them on the page until they get to the end of your sales page.
3. Add bullet points of your benefits with key information
A bulleted list will make it easier for readers to see the information you want to emphasize. Make use of this list to expand on your headline and hooks.
Example: We offer three ways to increase sales through your sales letters.
- We provide a swipe file of the best sales letters in the world.
- We provide hidden sales psychology secrets that get prospects to take action.
- Our secret copywriting ingredient has been used to make over $203,000 with one offer.
4. Add testimonials to your sales letters
A sales letter should demonstrate the worth of your product to readers.
Include testimonials and statistics in your bullet points so that readers who scan can quickly find useful information that will help sell your product.
Example: “When I purchased the Complete Copywriting Course, I found their methods and techniques so helpful. It showed me the hidden sales psychology techniques and how to use it, which I increased my sales conversion to 20%.” – Josh Temple, Owner of Fit&Fab
5. Give your readers a call to action
Your readers must be motivated to go beyond the page and take action on your offer.
In your letter, help them by presenting a clear, actionable step.
If you’re sending an email, include a direct link or action button.
Use graphics and font to draw attention to the action in print marketing.
Example: Click the big red button below and you’ll be taken to a payment page. Enter your details and get the course in 2 minutes.
6. Inject scarcity and urgency in your sales letter
An effective sales technique is to introduce a timeline for a deal to increase the immediacy or make the need feel greater for a potential customer.
This technique is also used to limit the number of items available for sale.
In this type of sales pitch, giving the consumer a timeframe to act is more motivating.
Example: Get your copy of the Complete Copywriting Course today before the price goes up.
7. Add a Postscript (P.S.)
Another way to connect with customers and make your letter feel more personal is to include a postscript. It’s also a good way to highlight your offer in a scannable way.
Example: P.S. Take advantage of this chance to increase sales and grow your business. Our goal is to help companies like yours thrive.
How to write a sales letter that sells
Consider these suggestions for improving the effectiveness of your sales letter.
Use informal language:
Short, clear sentences and paragraphs help you sound more human.
A natural tone will help customers connect to your message and will shift the emphasis away from selling.
Always keep the customer in mind:
Write with the mindset of what you want to hear as a customer. Make certain that your words address the question, “What’s in it for me?”
Organize your material:
Make sure your ideas flow from start to finish. There should be an introduction, a body, and a conclusion to your letter.
Include eye-catching visuals:
Aside from the written content, graphic design is an important aspect of your letter. One should be complementary to the other. Maintain designs that are simple and relevant to current trends.
Maku Seun is a freelance copywriter and Direct Response Marketer. He helps digital marketers, coaches, and course creators boost sales by writing compelling sales letters for their products and services. If you’d him to write a sales letter for your business, click here.