How to Write a Sales Letter (With Writing Tips and Example)
By Indeed Editorial Team
Published 1 November 2021
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
A sales letter is an effective tool for helping a business achieve its revenue goals. Businesses use sales letters to persuade customers and prospects to buy their products or services. If you're looking to use sales letters to get more customers and increase revenue and profits, it's important to know how to use the tool effectively in your marketing efforts. In this article, we explain how to write a sales letter, explain tips for writing them, discuss their ideal length and provide a sample.
How to write a sales letter
Follow these steps to learn how to write a sales letter:
1. Start with a captivating headline
When writing a sales letter, start with a headline that can attract the readers' attention and encourage them to read the entire document. An ideal headline is short, memorable and represents the benefit the customer is going to enjoy by buying your offer. The headline comes before your salutation and includes the specific problem you want to help the customer solve. For example, you can write Need an affordable lawn mowing service that works?
Because the headline may be the only thing the customer sees, you want to make it as appealing as possible. So try different headlines before choosing the most suitable one to have the maximum impact on readers.
2. Explain the benefits of your offer
After getting their attention, you want to elaborate further to demonstrate that you understand the prospect's problems and have the solution. Here, you want to explain the features and benefits of your product or service and how it's better than alternatives. You can quickly talk about the cost, benefits and improved results they can enjoy when they buy from you.
3. Highlight key details with bullet points
After your headline and hook, include bullet points to highlight key information about your offer. Bullet points are effective because they make it easy for the reader to skim the letter. Because of their conciseness, they also stand out and do a good job of grabbing the readers' attention.
4. Provide verifiable proof
An ideal sales letter typically includes verifiable evidence that shows the efficacy of your offers. One way to do this is to include testimonials from satisfied customers. You can also provide data from case studies and other sources that can convince readers to patronise you.
5. Include a call to action
Providing detailed information about the features and benefits of your offers and even backing it with statistics may inform prospects, but it may not persuade them to buy. Including a call to action in your sales letters can show readers you want them to act on the information in the document. There are several ways to do this, depending on whether you're sending a digital or physical letter.
If you're emailing, you can include a link to the product or service page where the prospect can get more details about the different options available to them. In print media, large fonts and graphics can help direct readers to a specific call to action.
6. Create urgency
When writing a sales letter, a great way to motivate the reader to take action is to create urgency. One technique to do this is to introduce a limited time offer, after which the price or quality of the product or service might rise. You can also promise incentives if the prospect acts on your offer by a specific date. Offering more value and attaching a deadline or quantity limit can encourage people to act so they don't miss out on the opportunity.
7. Include a postscript
A postscript is a way to reiterate the value of your offer and what the prospect loses by not taking it now. You can use it to dangle a bonus, such as a discount or a gift if the prospect acts immediately. The postscript can also serve as a reminder that you have limited stock and prices are going up once you exhaust the available inventory.
Tips to write more effective sales letters
Here are strategies you can use to improve the performance of your sales letters:
Show the benefits of your offer
The best sales letters focus on the benefits the reader stands to gain from a product or service. While you want to talk about the excellent attributes of your offer, don't make the letter sound like a sales pitch. Put yourself in the readers' position and address every concern they might have about buying your offer.
Write in a conversational tone
Effective sales letters are easy to read. When creating your sales letter, use short, active sentences. Write in an informal tone, such that the reader feels like they're talking to a friend. Compose short paragraphs and avoid including heavy graphics or statistics that can reduce legibility.
Organise your letter
A sales letter is a business document, so it requires proper organisation. Start with a salutation, an introduction, body and a conclusion. Ensure every segment is coherent and builds on the information you've given.
Help your readers take action
Include a call to action in your sales letter. Besides a call to action, it's important to provide the information they require to act on your proposal. If you want them to visit a sales page, include a link to it. Put your telephone, email or physical address if you want them to call, send a letter or visit you at the office. You don't want the reader to look for more information outside the sales letter before they can act.
Proofread and edit
Before sending a sales letter, you want to read and double-check the information to ensure that they're correct. Check for typos and grammar errors and ensure your content is contextually sound. If you're sending a physical letter, use the proper font style and size and include sufficient white space and margins to make it easy to read and professional.
What is the ideal length of a sales letter?
There's no defined length for sales letters. Depending on the client, your industry and offer, a sales letter can be as short as one page or as long as 20 pages. When determining the length of your letter, consider your audience and the amount of information required to convince them to take the next step in the buying process. Regardless of the length of your sales letter, the most important thing is for the content to be interesting.
The best way to make a sales letter interesting is to focus on the benefits customers can gain from their purchases. Avoid talking too much about the stellar qualities of your offer. Rather, focus on showing the prospect the value they're going to enjoy if they make a purchase and what they're missing by not taking action.
Sample sales letter
Here's an example of a sales letter:
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