How to Write Sales Letters for your Business

By Robert D. Thomson

Sales letter is considered the workhorse of any direct-mail sales effort. Sales letter has been around for a hundred years, and from the last 50 years, the experts are working at fine-tuning its appeal.

Many direct-mail campaigns consist of sales letter only. You can easily duplicate and reproduce the newsletter. It is very simple to test it. A well-written sales letter offers you the opportunity to "make your case" to the prospect.

Here are some principles that you can follow to write a good sales letter:

1. Write person-to-person
It means that it should be in the style "I" writing to "you." It provides you one-on-one selling opportunity. When the prospect opens your envelope, you have grabbed his/her attention at least for a few moments. You should not use formal language in your sales letter. Write the sales letter in such a way as you are telling the benefits of the product to your friend.

2. First impression is the last impression
Your first paragraph should be very impressive. As people are busy, so they do not have enough time to finish it. Therefore, your first paragraph should have a good impression upon the prospect. You should put the maximum benefits that your product is offering in the first paragraph. You should put the solution of the problem that your product is offering.

3. Boxes, subheads and bullets in your letter
You should avoid your sales letter to make an encyclopedia article. By breaking up any large chunks of copy with headings and indents, you can convey your message in a very subtle way. Your reader would be able to scan the letter quickly and he would decide in the first few seconds whether it's worth reading. So, you should make your letter in such a way that the reader is able to get the main idea with a cursory look.

4. Keep the sales letter short
You should try to keep your sales letter as short as possible. It can be limited to a single page as well, if you can include all the relevant material in a single page.

You should try to make your newsletter very attractive to grab the attention of your customers even for a few moments.

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