Tip to write a Sales Letters
I am going to tell you how to write a killer sales
letter.
To write a sales letter that does the job it is supposed to do and
generate sales, there are several strategies I want you to use in
every sales letter you write. Here they are...
* At the top of your sales letter, use a strong headline that
states the most important benefit you are offering. This headline
should be bold and a larger font size than the font size you use
for the body text in your sales letter. A great headline promises a
specific result. For example, "If our skin care product does not
make your face look 10 years younger in 30-days or less, we'll give
you a 110% refund!"
* When writing your sales letter, always use a friendly
conversational style. Do not try to write "cold and corporate"
where you use large words and try to impress your prospects with
your vocabulary. All that does is turn people off. Instead, write
your sales letter using friendly simply language as if you were
talking to your best friend.
* Your sales letter needs to explain the benefits your potential
customer will receive. Understand that everybody cares about one
thing in life - "What's in it for me?" Put yourself in your
customer's shoes and ask yourself, "If I was receiving this letter,
why would I want to buy the product or service being sold? What's
in it for me?"
* Offer quantitative proof why your product or service is better
than the competition. For examples of how to show proof that your
product is better than the competition, your sales letter should
make statements that you can prove such as, your widget lasts 3.7
times longer, it costs 27% less, our company offers a 90-day 100%
money-back guarantee while our competitors offer no guarantee, our
widget is guaranteed to last 5 years or we will replace it for
free, while our competition only offers a 6-month replacement
guarantee, etc.
* Include several customer testimonials to give social proof of the
quality of your product or service. Testimonials are one of the
most powerful marketing tools you can use, so take advantage of
them and always use them in your sales letters.
* To get your prospects to take action, your sales letter must ask
your customer to purchase by a specific date and give them a bonus
for ordering by a specific date. For example, "Buy our widget by
March 25 and get an instant 10% off", or, "Buy our widget by March
25 and get a second widget at half price." This strategy works like
magic and that is why you see it used so often on TV, particularly
in infomercials and other successful direct-response advertising.
* Use a P.S. in your letter and restate your most power benefit and
sales offer in it. Most people will read a P.S. first before
reading the sales letter, so it is important that your P.S. has a
very strong sales message and a call to action.
* To get your sales letter opened, use a standard white business
envelope and hand-write the recipient's name and address. Yes, this
takes a lot more time than using mailing labels, but mailing labels
scream junk mail! The first key in a successful sales letter
campaign is to get your envelope opened, and by handwriting the
recipient's name and address, you can almost guarantee that your
envelope will be opened.
* Make your envelope "lumpy" by enclosing a small, inexpensive free
gift. Make sure the gift has your company name and contact
information on it and that the gift is something a person would
want to keep - such as a nice pen, a good highlighter, etc. And,
the promo gift should have your company information on it - your
company name, phone number, and website address.
* Here is the most important sales letter tip: Use repetition. You
will rarely have success with your sales letter campaign if you
only send out one mailing. Each prospect on your contact list
should be contacted a minimum of four times during a 12-month
period.
As a final thought, understand that the national average response
rate for sales letters is a little less than 1%. What that means is
if you send out 100 letters, a good response rate is for one
customer to contact you. However, one way to greatly increase your
response rate is to use the tips I mentioned in this newsletter and
to make follow-up calls to the contacts you sent your letters to,
especially if you are marketing to businesses.
letter.
To write a sales letter that does the job it is supposed to do and
generate sales, there are several strategies I want you to use in
every sales letter you write. Here they are...
* At the top of your sales letter, use a strong headline that
states the most important benefit you are offering. This headline
should be bold and a larger font size than the font size you use
for the body text in your sales letter. A great headline promises a
specific result. For example, "If our skin care product does not
make your face look 10 years younger in 30-days or less, we'll give
you a 110% refund!"
* When writing your sales letter, always use a friendly
conversational style. Do not try to write "cold and corporate"
where you use large words and try to impress your prospects with
your vocabulary. All that does is turn people off. Instead, write
your sales letter using friendly simply language as if you were
talking to your best friend.
* Your sales letter needs to explain the benefits your potential
customer will receive. Understand that everybody cares about one
thing in life - "What's in it for me?" Put yourself in your
customer's shoes and ask yourself, "If I was receiving this letter,
why would I want to buy the product or service being sold? What's
in it for me?"
* Offer quantitative proof why your product or service is better
than the competition. For examples of how to show proof that your
product is better than the competition, your sales letter should
make statements that you can prove such as, your widget lasts 3.7
times longer, it costs 27% less, our company offers a 90-day 100%
money-back guarantee while our competitors offer no guarantee, our
widget is guaranteed to last 5 years or we will replace it for
free, while our competition only offers a 6-month replacement
guarantee, etc.
* Include several customer testimonials to give social proof of the
quality of your product or service. Testimonials are one of the
most powerful marketing tools you can use, so take advantage of
them and always use them in your sales letters.
* To get your prospects to take action, your sales letter must ask
your customer to purchase by a specific date and give them a bonus
for ordering by a specific date. For example, "Buy our widget by
March 25 and get an instant 10% off", or, "Buy our widget by March
25 and get a second widget at half price." This strategy works like
magic and that is why you see it used so often on TV, particularly
in infomercials and other successful direct-response advertising.
* Use a P.S. in your letter and restate your most power benefit and
sales offer in it. Most people will read a P.S. first before
reading the sales letter, so it is important that your P.S. has a
very strong sales message and a call to action.
* To get your sales letter opened, use a standard white business
envelope and hand-write the recipient's name and address. Yes, this
takes a lot more time than using mailing labels, but mailing labels
scream junk mail! The first key in a successful sales letter
campaign is to get your envelope opened, and by handwriting the
recipient's name and address, you can almost guarantee that your
envelope will be opened.
* Make your envelope "lumpy" by enclosing a small, inexpensive free
gift. Make sure the gift has your company name and contact
information on it and that the gift is something a person would
want to keep - such as a nice pen, a good highlighter, etc. And,
the promo gift should have your company information on it - your
company name, phone number, and website address.
* Here is the most important sales letter tip: Use repetition. You
will rarely have success with your sales letter campaign if you
only send out one mailing. Each prospect on your contact list
should be contacted a minimum of four times during a 12-month
period.
As a final thought, understand that the national average response
rate for sales letters is a little less than 1%. What that means is
if you send out 100 letters, a good response rate is for one
customer to contact you. However, one way to greatly increase your
response rate is to use the tips I mentioned in this newsletter and
to make follow-up calls to the contacts you sent your letters to,
especially if you are marketing to businesses.
To Your Success!
Ravi Kumar Ramagiri
Sales & Marketing
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