How to write an excellent sales letter

Marvellous though the Internet is, it still can't beat a well-written, well-targeted piece of direct mail (see our two feature articles on Targeted Marketing).

Here's a powerful but easy six-point plan to help you to produce a powerful sales letter to use as part of your direct mail:

1. What is the objective of the letter? Think very clearly about what you want the letter to do:
   
   • Get a direct order?
     
   • Generate enquiries?
     
   • Get a sales interview?
     
   • Get filed for future reference?
     
   • Inform and educate?
     
   • Get the reader to expect a telephone call from you?
     
   If you don't start off with a clear objective, how can you expect the reader to respond in the way you want?

2. Get attention quickly You have about 5 seconds to get the reader's attention - to persuade him/her to read the rest of the letter rather than chuck it. So use a headline to great effect. Try one of these attention-getters:
   • Ask a how or why question
     
   • Offer a benefit.
     
   • Offer a challenge.
     
   • Make it BIG (but don't go over the top!)
     
   • Make it relevant - don't disappoint people by promising something in the headline that isn't justified in the rest of the letter.
     
   • Name a price - if that's a major benefit of what you are selling.

3. Make it easy to read:
   • Keep the first sentence short.
     
   • Keep the paragraphs short.
     
   • Use wide margins.
     
   • Break up the text - use indents and sub-headings.
     
   • Write with one person in mind - make it personal without being too chatty.
     
   • Get someone else to check your letter for easy-to-read appeal.

4. What benefits will the reader gain?
   
   • Concentrate on benefits rather than features all the time. (See our article on Selling the sizzle! to see the difference between 'benefits' and 'features').
     
   • Make the letter as personal to the reader as possible. Talk in terms of their industry and their interests - again, part of the targeted marketing approach.

5. Try to build a partnership between you and the reader:
   • Talk in terms of the reader, not you.
     
   • Avoid too much use of "I" and "me"
     
   • Start with "I", move to "you", and with "us".

6. Get the reader to act in the way that you want them to - don't leave them trying to guess the purpose of the letter. If you want them to read a brochure, tell them. If you are going to phone them, tell them.

Further help on this topic...

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