While it’s quite easy to get a sales letter wrong, it’s also quite easy to get it right. Follow these guidelines to make sure your next missive hits the mark.
1. Don’t make assumptions about your audience. They may/may not be familiar with you. They may/may not know your product. Be clear about who you are writing to, and write with them in mind
2. Make it clear what you are selling, and bring out the benefits to your customer. Why will they like/want/need it?
3. Don’t try and cram all your products and services in. Focus on one or two only (the most relevant ones)
4. How are you different/unique to anybody else?
5. Have a call to action. What should they do next?
Whether you are sending emails or physical letters, it’s better to have a series of short ones, perhaps each focussing on a different aspect of your product than to try and cram everything into one communication. Long letters are boring and people lose interest. It also means that the proposal is more crowded, and it’s less easy for your customer to pick out what they need.