may think that using sales letters has gone
the way of the dinosaur, but if that was true,
your mailbox would not be filled to overflowing
each day. The truth is that direct mail works.
very best copywriters command more than $1,000
per letter, and some make millions taking just
a contingency fee based on results of their
creative efforts. How can you take advantage
of this extremely effective marketing technique?
You don’t have to pay big bucks to achieve similar
results; you simply have to keep certain things
in mind to write effective letters.
you write your sales and marketing letters,
you have three missions: 1. ensure you address
the primary questions your prospective customers
are likely to ask, 2. keep the reader’s attention,
and 3. give them the need or desire for that
product or service.
readers typically will ask themselves five simple
questions to determine whether they need your
product or service or whether they will work
with you at all. These questions are:
do I get out of it?
will this make my life better?
if I don’t want it?
do I know I can trust you?
is my calculated risk?
you need to be a great writer? Not necessarily.
If you can speak persuasively, chances are that
you can write persuasively, too. Personalized
language sells better than a formal dialogue.
these writing techniques to help your prospective
customer see why they need your product or service,
what the associated benefit is, and exactly
how to get it.
the most important benefits and features
that apply to the reader’s need.
the YOU point of view. How is it going to
active words – Protect yourself, Control
outcomes, Plan for the future.
natural transitions to keep the flow of
the rule of three. Three adjectives, adverbs
or ideas have more balance and rhythm than
two or four – The broom is quick, easy,
Include a call to action. Tell readers exactly
how to purchase or contact you – Complete
the form, Call toll-free 24/7…800-800-8000.
your letter by restating the reader’s need
for your product or service.
are a few trends you need to make sure you avoid
when writing your pitch.
generalities. Be specific. If your offer
sounds too amazing, be sure to state it
in a believable way. Readers may immediately
discredit you if it sounds too unreasonable.
your readers moving from point to point.
Do not use long paragraphs, sentences or
words. Use words such as win, secure, or
now, which will entice the reader and give
them the positive reinforcement for your
service or product.
the humor. Humor works in many areas, but
not in sales. Don’t interrupt the psychology
of selling by using humor.
these tried and true guidelines to write winning
sales letters. By sticking to these dos and
don’ts, your customers will stay focused on
you and your product or service. An effective
sales letter can return more than five times
the average direct mail return, which is just
one-half of one percent. If you are unsure about
the true benefits you have to offer your clients,
give us a call today!