How to Write a Sales Letter That Gets Results

Target Audience for Your Sales Letter (How to Find Them)

Before you write a sales letter, know your target audience.

Identifying your target audience helps to maximize the effectiveness of your sales letter.

Today, you will learn how to write an effective sales letter that gets results.

You will also learn how to identify your target audience and gather the necessary data before writing.

What is a Sales Letter?

A sales letter is a written pitch to persuade potential customers to buy your product or service. 

In simple terms, your sales letter acts like a virtual salesperson that helps you generate more revenue.

Small businesses don’t have the resources to do TV ads or other expensive means. Hence, a sales letter is the perfect option.

Marketing today is geared towards specialization. And a sales letter offers this type of personalized touch by telling customers how they can help.

Benefits of Writing a Sales Letter

Let’s take a look at why it’s important to have a sales letter for your business…

1. Simple to understand

A sales letter uses simple language to communicate the benefits of your product to the prospect. 

It also gives the prospect all the information they need about your product or service in a convenient and easy-to-understand way. 

2. Reachability

Your salesperson may not be able to reach all your prospects. But a sales letter can. 

By using the power of the internet, you can reach thousands of people in one day with your sales letter and persuade a good percentage of that number.

This is something one salesperson cannot do.

3. Saves time

As I’ve mentioned above, your sales letter can reach thousands at once. A salesperson can’t. 

This saves both time and money. You do less work and gain more.

4. Economical

A sales letter is unlike other marketing communication channels. It’s super affordable. 

As a small startup, you can use your sales letter to generate massive leads and sales in an economical way.

But before you write a word of a sales letter, you must know who you’re writing to. You must know your target audience. 

Let’s talk about why it’s important to know your target audience before writing your sales letter…

Why It’s Important to Know Your Target Audience Before Writing a Sales Letter

There are many reasons why it’s important to know your target audience before writing a sales letter.

Among these reasons is to boost sales. But there’s more:

1. Tailored Communication

Understanding your target audience helps you create a sales letter that speaks directly to their needs, desires, and pain points.

By knowing their demographics, interests, preferences, and challenges, you can customize your message and make it more relatable and compelling.

This personalization increases the chances of resonating with your audience and grabbing their attention.

2. Relevance and Value

A sales letter clearly tells how your product or service will benefit the reader.

By knowing your target audience, you can highlight the specific benefits and solutions that are most relevant to them.

This lets you address their unique concerns and demonstrate how your offering meets their requirements, making your sales letter more persuasive and effective.

3. Tone and Language

Different audiences respond to different tones and styles of communication.

Knowing your target audience allows you to adapt the tone of your sales letter to match their preferences.

For example, if your target audience is a tech-savvy younger demographic, you might use a more casual and conversational tone.

However, if your audience consists of professionals in a formal industry, a more professional and business-oriented tone might be appropriate.

Aligning the language and tone with your audience helps establish a connection and build trust.

4. Overcoming Objections

Every audience has unique objections or concerns that may prevent them from making a purchase.

By understanding your target audience, you can anticipate these objections and address them in your sales letter.

By proactively addressing their doubts, you build credibility and demonstrate that you understand their perspective, which increases the likelihood of conversion.

5. Call to Action (CTA)

A sales letter should include a clear and compelling call to action.

This allows the reader to take the desired next step, such as making a purchase, signing up for a trial, or contacting your sales team.

By knowing your target audience, you can design a CTA that resonates with them and aligns with their preferences and behaviors.

Before we jump into how to write a sales letter that gets results, let’s quickly talk about how to identify your target audience. 

How to Identify Your Target Audience

Here are ways you can identify the best target audience for your sales letter.

Applying these tips will give you the best chance of increasing your online sales.

1. Research Your Product or Service

The first step in identifying your target audience is to thoroughly research your product or service.

Understand its features, benefits, and unique selling propositions.

Identify the problem it solves and the value it provides.

This knowledge will help you know how best to write your sales letter.

2. Analyze Your Current Customers

Look at your existing customer base to gain valuable insights about your target audience.

Look for common characteristics and behaviors among your current customers.

Use customer surveys, feedback forms, or data analytics tools to segment your customer base and extract meaningful patterns.

This analysis will help you identify the demographic and psychographic profiles of your ideal customers.

3. Create Buyer Personas

Once you have gathered data from your current customers, create a buyer persona.

A buyer persona is a fictional representation of your ideal customer, including their demographics, interests, pain points, motivations, and goals.

Develop detailed profiles that cover their age, gender, occupation, lifestyle, values, and challenges.

These personas will guide your messaging and ensure your sales letter resonates with your target audience.

You can figure out how to create a buyer persona here.

4. Conduct Market Research

Market research is invaluable in identifying your target audience’s preferences, behaviors, and purchasing habits.

Use both primary and secondary research methods.

Primary research involves gathering firsthand information through surveys, interviews, or focus groups.

Secondary research involves analyzing existing data from industry reports, market studies, and competitor analysis.

Look for trends, market segments, and opportunities to refine your understanding of your target audience.

5. Use Social Media

Social media provides lots of information about your target audience.

Use social media to monitor conversations, trends, and discussions related to your industry, product, or service.

Identify common pain points, questions, or challenges your audience is facing.

Participate in relevant discussions, engage with potential customers, and gather insights.

These insights will ensure that you craft a strong and persuasive sales letter.

6. Engage in Direct Communication

Direct communication with your audience is invaluable for understanding their needs and preferences.

Engage with your target audience through surveys, polls, or feedback forms.

Encourage them to provide feedback, testimonials, or reviews.

Actively respond to inquiries, comments, or messages.

This two-way communication allows you to gather firsthand insights and build a rapport with your potential customers.

7. Analyze Competitors

Analyze your competitors’ target audience and marketing strategies.

Identify who they are targeting and how they position their products or services.

Look for gaps or underserved segments that your competitors may be overlooking.

Differentiate yourself by addressing the unique needs of your target audience in your sales letter.

8. Use Keyword Research

Keyword research is crucial for understanding the language and terms used by your target audience.

Identify relevant keywords and phrases related to your industry, product, or service.

Use keyword research tools to determine search volume and competition.

Add these keywords strategically in your sales letter to improve search engine optimization (SEO) and attract your target audience.

Most people don’t do this because they usually run paid ads to their sales letters.

But if you also want sales from random strangers and organic traffic, SEO is important.

9. Test and Refine

Identifying your target audience is an ongoing process.

Always test and refine your marketing strategies through data analysis and feedback.

Monitor the performance of your sales letter, track conversions, and measure engagement metrics. (This is the basis of direct response marketing)

Analyze customer responses and adjust your messaging or targeting as needed to optimize your sales letter’s effectiveness.

Now, let’s talk about how to write a sales letter that gets massive results. 

How to Write a Sales Letter that Gets Result

Certain components make for a good sales letter. Here are they:

1. Write a catchy headline

The headline is meant to make the reader curious. It must be a hit.

Make sure your headline gives the reader a reason to read the rest of your sales letter. 

Use words like, “Imagine”, “Discover”, or “Reveal” to pique the reader’s curiosity. 

Your headline should be in huge fonts and bright colors to grab attention immediately. 

2. Intrigue your customer some more

Before you introduce your product, pique the reader’s interest.

You can do this by telling them about the problem they’re facing. This is a great way to connect with your prospects. 

Next, tell them how you’re the best solution for their problems. Also, tell them why you’re the best option.

3. Introduce your offering

Now, you can introduce your offering. 

Tell your prospects how your problem will solve their problems. Tell them about the benefits of your product. Interested prospects will want to know all of these. 

To make the sales letter easy to read, use bulleted points to highlight the benefits of the product. 

Note that there’s no standard length for a sales letter. Provide all the information your prospect will need and stop.

4. Use testimonials

One of the best ways to persuade your reader is the use of testimonials. People need to trust that you can deliver on your promises. And when they see that you’ve helped others, they’re more inclined to work with you.

So give them exactly that in the use of testimonials. It works.

Testimonials increase your credibility in the eyes of the prospect. 

By the way, don’t bombard your testimonials with too many excessive and lengthy testimonials. Some of the best testimonials are short.

5. Add a call to action

The main goal of your sales letter is to get people to take action.

This is why you should use CTAs that motivate people to take action. 

Words like “Hurry Now” and “Offer ends in…” help to move the prospect to the next step and also helps you make the sale.

6. Don’t forget the PS

A PS lights some fire under your prospect to make them take action. 

A PS contains all the final, last-minute information you want your customer to have. It’s another way to emphasize your offer’s details and restate your sales letter’s strong points.

You can use a proven sales letter formula like the one above to write a good sales letter. But what makes a sales letter amazing? Below, you will see what components make for a good sales letter.

What Are the Components of a Good Sales Letter?

The best sales letters are easy to read and succinct. Here are some major elements your sales letter should have.

1. A personal touch

Your customers don’t want to feel as if you’re shooting fish in a barrel. Talk to them as if you’re having a one-on-one conversation with them. Never address them as if you’re talking to a crowd.

Even though many people will read your letter, always write as if you’re talking to one person. 

Look at it this way, 

When someone is reading your sales letter, they’re reading it alone. Whether on their phones or computers. You’re talking to that one person reading your sales letter.

Think about the person reading your sales letter. Then write in a way that speaks to that one person in a voice that they understand.

Doing this allows you to write a laser-personalized sales letter for your ideal customer.

2. A story

Numbers are fine. But do you want to know what’s better? Stories. Why? Because people are compelled by stories.

If you can tell a good story, your readers will be much more likely to be glued and keep reading your sales letter. 

The best way to do this is to paint two pictures. One with your product and the other without your product. 

Your customers should be able to see themselves using your product and imagine how their lives will be better. 

3. Simple language

Big words don’t impress anyone. Especially when writing a sales letter. 

Simplicity is important. Even if your product is for a highly technical crowd, keeping your language simple is the best way to make the sale.

Also, make sure the language you use matches your brand voice. 

4. Your USP

Your Unique Selling Proposition (USP) differentiates you from the competition. And you must state it in your sales letter.

The truth is that your customers are also using sales letters to sell their products that are similar to yours. But they cannot claim to have the same USP as you.

That’s why it’s worth adding to your sales letter.

5. CTA

A call to action. Without this, do you even want to make any sales? 

Your call to action is a command that tells your prospect what to do next. If your letter did its job well of persuading the reader, the reader should want to work with you right away.

Never end your sales letter without a clear action on what the reader should do next.

Boost your business with an effective sales letter

An effective sales letter is a must if you want to achieve a successful marketing campaign. Your competitors are using it to steal business from you. 

Therefore, if you want more sales, start using a sales letter today. If you already have and are having trouble making the sales letter work, the tips in this article should help.

Now that you’ve seen how to write a sales letter, let me help. 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.