It feels great when that potential customer finally takes the initiative to patronize your business, doesn’t it? Unfortunately, not all business owners get to experience that feeling regularly and one of the probable reasons why this is so, is their inability to write the perfect sales letter. You might say, “Why do I have to learn how to write one when I can always hire someone to do that for me”, but you seem to have forgotten that if you do not know how to write one, you wouldn’t know the factors to look out for in an already-written sales letter. Thus, an inexperienced person could help you carry out the job, and you wouldn’t even know it.
Let’s now consider the various steps that are necessary to write the perfect sales letter, that would get those customers rolling in.
Understand the Purpose of a Sales Letter
Before rushing off to start piecing those great ideas together, take a moment to actually understand the purpose of a sales letter. Writing one, isn’t an assurance that your business would grow exponentially, but writing the ‘right one’ gives that assurance. Many business owners need to realize, that to persuade a potential customer to patronize your business – which is ultimately the main goal of writing a sales letter, would take more than just marketing products.
I would expand on that a little more.
Take for instance, you sell cooking pans, you aren’t just selling cooking pans but you are equally providing a medium through which families can cook great meals and strengthen their ties over them. People don’t buy products, instead they spend their money on the services and benefits they get from that product. Once you understand this concept, and you are able to tailor the message of your sales letter in that direction, you would certainly get the anticipated feedback.
Organize your Ideas
Now that you’ve understood the purpose of sales letters and you are ready to get this ball rolling, your sales letter must also be organized and easy to read. To keep the readers engaged and involved in your message, the flow and continuity of your sales letter is very key. Piece those ideas together and let them flow into one another. Just like every regular piece of writing that you would come across, your sales letter should have a heading, body and a conclusion. In the heading, the sole intent of your sales letter should be made known to the readers then, the body is more or less your ‘sales pitch’ where you would discuss what the reader stands to benefit from your products.
Finally, the conclusion of your sales letter is where you urge the reader to take action. If you want them to reach out virtually, be sure to include your contact details and business emails. On the other hand, if you want them to stop by at your physical facility, ensure that you leave clear directions and specific work hours. If you are also running a promotion at the time and the stocks are limited, also make them aware of this as it would create a sense of urgency to engage your services quickly.
The Headline is as Important as the Body
As mentioned in the preceding point, your sales letter should have a heading, body and conclusion. However most people when writing, tend to concentrate majorly on the body of the letter, basically leaving the headline to a game of chance. When a reader stumbles upon your sales letter, the first point that they observe is the headline. People are constantly on the go and as such, their attention span is short. Hence, if your headline isn’t compelling enough, you might just end up having an incredible sales letter with no one ever reading those ideas.
Also, just like John Caples said, “Avoid the hard-to-grasp headline – the headline that requires thought and is not clear at first glance”, your headline should not only be compelling, but also simple and easy to understand. Once you are able to capture the interest of your readers with a striking headline, you can be rest assured that they would go through the rest of your sales letter.
Asides the aforementioned points, these are some extra tips that you might also want to take into consideration.
1. Use a conversational tone when writing your sales letter, and avoid the use of formal styles.
2. Try not to make your sentences too long, even as you write informally.
3. Make use of short paragraphs to give your readers enough time to process what has been read so far, and to give your sales letter a natural feel.
4. Edit and re-edit your letter, as wrongly spelt words and grammar errors are big turn-offs.
That being said, I would leave you with final words from Leo Burnett…
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read”
Also Read our guide on entrpeneurs mistake and how to avoid them.