Posted by Ray White on November 1, 2009 Comments (1)

Writing a winning sales letter is a challenge. The word “benefit” is the crux of this discussion. What’s in it for the consumer? Why should the reader buy what you are selling? You must get that point across quickly with no ifs, ands, or buts about it.

The header or the headline is crucial to any sales letter. It should target directly the customers of your product. The headline should start with a benefit being offered to the customer. This ensures that the customer goes to the body of the letter at least. You want to capture attention quickly, so the headline should not be more a line. People usually scan headlines.

The body of the sales letter must live up to the level of enthusiasm that you created with the heading. Once again it is important to remember to focus on the benefits of your product or service. Things like how much money it is going to save them and how it would make their lives so much easier should be emphasized in the body of the letter. Make them realize their need for it. Anticipate any questions they may have and answer those questions.

Remember to prompt your audience to take action. If it is an email, prompt your reader to click on a link to act now, or provide a contact number if it is a direct mail. Create a sense of urgency with a limited-time offer. Remind them that if they don’t respond quickly, they will forfeit the offer.

One of the most important parts of the sales letter is the post script or P.S. Many people simply read the beginning and end of the letter. So, try to convey something that will prompt them to go back to the letter and read it. It will be a perfect ending to the sales letter.