How To Write An Effective Sales Letter

Complete Guide: How To Write An Effective Sales Letter

By the end of this article, you will discover how to write an effective sales letter that sells like crazy.

It doesn’t matter what you sell…

Once you learn how to write an effective sales letter that sells anything, you’ll never go broke again… EVER!!!

Writing an effective sales letter that sells can be hard.

But don’t be discouraged.

In this post, you’re going to discover some of the insane tips that’ll help you write an effective sales letter that sells whatever it is you plan on selling.

Be it an online course, a physical product or maybe you just want to get your prospects to download a free ebook.

Knowing how to write an effective sales letter that sells can be the main reason why you are successful in your online business…

Or why you’re not making any sales.

So let’s begin.


What Exactly is a Sales Letter?

A sales letter is a piece of direct mail that is written to persuade the reader to purchase a particular product or service in the absence of a salesman.

It may not only be used to persuade the reader to make a purchase.

But for the sake of this post…

A sales letter is a piece of website content or copy that is used to persuade a reader to buy a product.


There are different types of sales letters every online marketer should know and they are;

  1. Welcome sales letter
  2. Short-form sales letters
  3. Long-form sales letters
  4. Thank You Sales Letter
  5. Invitation Sales Letter

But for this website and this post, our major focus is the long-form sales letter.

What is a long-form sales letter?

A long-form sales letter simply means writing a long sales letter to entice and excite the reader to make a purchase and buy your product or service.

This is the type of copy I major in.

And if you’re trying to sell a product or service to a cold audience…


If you have a product or service you’re advertising,

You need a long-form sales letter.

The purpose of this type of sales letter is to arouse enough excitement in the reader so that they can make a purchase.

The sales letter will excite the customer to want the product and by the time they get to the end of the copy, they would have been convinced to purchase.

Advantages of long-form sales letters

There are many advantages to writing a long-form sales letter.

There are even more advantages to using a sales letter to sell your products and services.

And I can’t tell you how many times I’ve seen sites selling a product without a sales letter to capture the attention of first-time readers.

Granted, not all of them will buy from you the first time you meet them.

That’s why you need a lead capture system on your website to remarket to these people.

But there is a percentage of people who will buy from you the first time… Depending on how persuasive your sales letter is.

And if you’ve never written a sales letter before, you can learn how to write an effective sales letter that converts like crazy

Or you could hire a freelance copywriter to help you craft a sales letter to boost sales for your business.

Some of the advantages of using a sales letter in your business

Here are more advantages of using a sales letter to sell your products and services:

1. A sales letter is less expensive: If you can write a sales letter, all you have to do is write it and you can use that same letter for years. As long as it converts. If you’re using a professional copywriter, all you need to do is pay them once and that’s it. You have a virtual salesperson forever.

2. Reach a client where a salesman cannot: A sales letter can get to anyone in any part of the world… thanks to the internet. Your physical salesperson may not be able to reach the middle of the Atlantic where some business people are vacationing. But your sales letter can.

3. Reach many clients all at the same time: Instead of meeting people one by one, a sales letter can reach a thousand people all at once. Again, thanks to the internet.

4. Ease of understanding and availability of full details: A good sales letter provides detailed information about a product or service to the prospect. It might seem as though people don’t read long sales letters, but if they want the product, they will be willing to read everything the sales letter has to say.

5. More convenient, efficient, and comprehensive: A sales letter is a convenient way to sell. Write it and send targeted traffic to it. If your copywriter is worth his salt, your sales letter will be extremely efficient.

How long should a long-form sales letter be?

Your sales letter should be as long as it takes to make the sale.

In copywriting, the more you tell, the more you sell.

So, don’t try to limit yourself by wondering how long a sales letter should be.


Your main focus should be on whether you’ve given your reader enough information that he will be happy making an informed decision.

Because, if you don’t tell them everything in your sales letter, the reader will not feel informed enough about the product to make a purchase.

And then you would have lost a sale.

How will a sales letter benefit your business?

The advantages of a sales letter have been mentioned above.

But what about the effect of a good sales letter on your business?

A sales letter will boost your business sales and revenue: Especially when your sales letter is very effective and converts a cold audience well. There are various elements of a good sales letter and you will find out how to write an effective sales letter that sells soon.

Converts a cold audience: Visitors come to your website and leave never to come back. That’s a sale you just lost. How can you capture and keep these customers? An effective sales letter. If your sales letter is good enough to capture a cold audience, you’ll make bank by driving a warm audience to that page.

Make your readers trust you: That’s an additional purpose of a sales letter. Nobody will make a purchase from you when they don’t trust you. Therefore, your sales letter should elicit trust in your reader. How is this possible? Show them testimonials of people you’ve helped and show them your credentials. These are some of the elements of a good sales letter.

Put more money in your pocket: This is the most obvious point. If your sales letter is good, you will make more money than you ever imagined.

Learning how to write an effective sales letter will make a major difference in your bottom line.

But if you’re a busy person, it’s important and more affordable to hire a freelance copywriter.

Also, I would advise you to hire a freelancer instead of a marketing agency if all you want is a sales letter.

But if you want someone to tackle all areas of your marketing, then you should look for a reputable digital marketing agency.

Here are some of the differences between a marketing agency and a freelancer.

And depending on your needs, you’ll know which one to choose.

How to write an effective sales letter that sells

Here you’ll discover how to write an effective sales letter that is guaranteed to get you more sales.

  1. First, Identify Your Target Audience
  2. Know Your Customer by Name
  3. Write a Powerful, Engaging Headline
  4. Craft an Intriguing Introduction
  5. Elaborate Your Sales Message Using Subheads
  6. You Should Constantly Be Connecting With the Customer
  7. Pose a Problem, BUT ALWAYS Give the Solution
  8. State the Features and Benefits… over and over
  9. Use bullet points
  10. Use testimonials from people you’ve helped
  11. Offer an incentive to help close the sale
  12. Don’t forget about the P.S.

First, identify your target audience

This is the MOST IMPORTANT element of your sales letter.

You can’t write a weight loss program for someone slim, fit, and healthy.

They don’t need it.

The people who need such a program are the overweight and the obese.

Therefore, you should ONLY write your sales letter and your message to those who need it.

Know your customer by name

This is when they are part of your email sequence.

There’s no way you’ll know the name of your reader the first time they visit your site.

So, when collecting their email addresses by offering a lead magnet, collect their names also.

That way, when sending promotional emails to them, the email will feel personal and that will increase your conversion rate.

Write a powerful headline

This is the first thing a reader sees when they visit your sales page.

Therefore, it is important to use this element to capture your visitor’s attention and arouse their curiosity.

This is the only way they’ll get to read the second line of your sales letter and ultimately…

Get to the end of your sales letter to make a purchase.

Craft an intriguing introduction

Since your headline is to arouse curiosity in your reader to read the second line…

Your introduction should help them see that your letter will help them.

Pose the problem and let them know that you have a solution for them in the introduction.

Elaborate your sales message using subheads

Subheadings break down your sales letter and make it easier for your reader to read.

So, try to break down your sales letter by using subheadings so your copy does not seem daunting to read to your visitor.

Because they’ll click away.

Constantly connect with your customer

This is for your email marketing campaign.

If you abandon your customers after they signed up for your newsletter…

And the only time you engage with them is when you want to sell them something…

You won’t be successful.

Because you didn’t engage with them constantly,

You won’t get the sales from them.

Pose a problem… Give the solution

In your sales letter, pose the problem to your customer.

Then show them that you have the solution for them.

They’ll be more receptive to your copy.

Also, show them why you’re different from your competitors.

That’s why you should have a unique USP to let them understand that you’re different and that they’ll gain a lot from buying your product.

State the features and benefits

Always state the features and benefits of your product or service.

But, ensure you focus more on the benefits and how they will help your customers.

Because, although the customer wants to know about your products,

Their main problem is how your product will help them solve their problem.

Use bullet points

Using bullet points makes it easier for people to read and digest your content.

Especially when you’re writing a sales letter.

Bullet points make your reader flow when reading your copy.

Use testimonials

92% of customers read testimonials before buying a product.

Your customers are skeptical.

So, it is important to have testimonials on your sales page that are proof that your product has helped others and will help you too.

Sprinkle these testimonials all over your copy for massive effectiveness.

You’ll make more sales this way.

Offer an incentive to close the sale

An incentive can be things like bonuses and guarantees.

Add bonuses to your sales letter to arouse the emotion of greed in people.

This will make their purchase because of the incentive.

Guarantees make the customer feel safe.

If the product does not deliver, then they can ask for their money back.

When you have these incentives in your sales letter, you’ll increase conversion.

Don’t forget about the P.S.

Some visitors will first, after reading the headline, read the P.S

This is so that they can see what the offer is really about.

Therefore, your P.S. is a summary of everything they get.

So, always include a P.S. in your sales letters.

Grow Your Business with an Effective Sales Letter

Now you know how to write an effective sales letter that sells any product and service.

Use the tips here and watch your business grow massively.

But, if you don’t have the time to learn how to write an effective sales letter that sells like crazy, look for a professional freelance copywriter to help you write one.

Because writing a sales letter is their profession, they can help boost your business with a near-perfect sales letter.

If you need a sales letter to grow your business, click here.

The Complete Copywriting Course

Maku Seun is a freelance copywriter and direct response marketer. He helps digital marketers, coaches, and course creators boost sales by writing compelling sales copy which includes long-form sales letters, email copy, and website copy for their products and services. If you want him to write compelling sales copy for your business, click here.