Writing Powerful Sales Letters
10 Insider Tips

A good sales letter can be the most productive employee that you will ever have. Once developed, a successful sales letter can bring you sales and leads, over and over again, even when the office is closed and all of your employees are home sleeping.

In many ways, the sales letter is the ultimate form of "leveraging" -- doing something once and then reaping the rewards from it over and over again.

And sales letters will never call in sick or go on vacation leave!

Sales letters can be written for every kind of business, ranging from restaurants and retail operations, to professionals such as accountants, lawyers, and dentists. In fact, anyone who wants to increase their business volume should be using sales letters.

Following are my top 10 tips for writing powerful sales letters:
  1. Keep It Short And Simple
    In general, traditional sales letters should not exceed one page. Never exceed two. Use simple uncomplicated everyday language that you would use if you were talking directly to the prospect. (This does not hold true on the Web, where recent research indicates that longer sales letters are often more effective online).

  2. Focus On The Benefits
    Successful marketers and advertisers will tell you to start with the benefits and finish with the benefits in your sales letters; as opposed to the features of your product. The number one question in a prospective buyers mind is "What's in it for me?" Give them the answer to that question over and over again by stressing the benefits of your product or service throughout your letter. Features of your product are always secondary to the benefits that the prospective buyer will receive.

  3. Make It Simple and Readable
    A sales letter should be appealing to the eye: enlarge the font size a little, use bolding on key selling points, keep sentences and paragraphs short, use lots of white space between paragraphs. Minimize underlining.

  4. Personalize It
    In the letter, talk directly to the prospective buyer as if the two of you were sitting across from each other at a restaurant table. Talk in human terms about yourself so that the prospect will identify with you. Statements like "I used to struggle every day with balancing the cash …", knowing that your prospect does too, and knowing that your product will eliminate that problem.

  5. Use Testimonials
    Testimonials are a well-known way to gain credibility and increase sales. These are positive statements made by customers about your product or service in letters or e-mails. Enclose them in quotes and they can be very effective. You should obtain permission from the source before using their quote publicly.

  6. Insert Numbers In Your Headlines
    People tend to be convinced by specific numbers because, rather than the usual vague generalities, they clearly quantify a benefit that will be received.

  7. Use Proven Selling Words
    Make sure you use proven power selling words and terms like: secret, free, wealth, success, savings, benefits, now, you, exclusive, instant, easy, quick, revealed, powerful, amazing, make money, untold, never-before, little-known, order before, etc.

  8. Sign-Off With A P.S.
    Research has shown that most people immediately look to the signature block of a letter, even before they have read it. Inserting a P.S. right after the signature in a sales letter is the perfect place to summarize the benefits and emphasize any incentive deadlines that apply to the offer.

  9. Always Use Positive Words
    Make sure that you always use appealing and motivating positive words. Avoid any negative terminology, direct or implied. For example, rather than "difficult" or "hard" use the more positive and hopeful word, "challenging".

  10. Add Extra Incentives
    Bonuses such as early purchase discounts, premiums, and extra products, can leverage the success of a sales letter. Professionals sometimes offer a few hours of free phone consultations for a limited one-year period.

For an example of a typical sales letter, check out the following link:

(C) Shaun Fawcett is Webmaster of two of the most visited writing-help websites on the Net and the author of numerous "how-to" books on everyday practical writing. His Business Letter Writing Kit with real-life downloadable templates is a leading resource on how to write and format business letters for all business situations. Includes numerous sales and marketing letters.

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