The Value Of A Good Sales Letter

By: Charlene Rashkow
Contributing Writer
Article Date: 05.20.02


Regardless of how many forms of promotional material you create, the simple yet very important sales letter never goes out of style. As a matter of fact a good sales letter should definitely be included as part of your marketing package for it can be the most effective tool over any other promotional material. The reason being that a good sales letter gives you an opportunity to make a smashing impression right off the bat.

1) INTRODUCTORY LETTERS!
To begin, you want your sales letter to be interesting without being exaggerated. I recommend starting out by using what I call an introductory/sales letter. It's my version of a soft sales approach that sells your product or service but doesn't do it aggressively. Rather than bombarding the reader with something that requires an immediate response, the delicate approach may be just the right touch. Since many people are more likely to respond to the softer approach, it's a good way to feel out your target audience.

2) KILLER COPY OR NOT!
Although I know it has become very popular, particularly in web based communication, I am hesitant when I read so-called "killer" copy. Primarily, my resistance comes not from reading exciting, well written copy but from something that moves me in the direction of urgency. That doesn't mean it isn't effective but it's not for everyone. Certain industries where a great deal of competition can be found may find it more effective, but in most types of sales letters, killer copy sounds almost too farfetched. You do want to encourage your reader, especially when you have a great product to offer, but it can be done realistically without pressure.

3) ATTENTION GRABBING HEADLINES
Start by having an attention-grabbing headline. No matter what type of material you're preparing, good captions are the most important aspect to gaining interest. Remember you only get a few seconds to grab and keep the client or customer interested so make sure your caption tells a good story. Think about the things that are fascinating or entertaining to you, then use words that reflect your excitement about your product or service. Consider too, that there are particularly pleasant sounding words with a great deal of drawing appeal. For instance, I love the word "magic" and whenever I see it, I'm inclined towards reading whatever surrounds it. So when preparing your letter, start by playing with many different captions that have appealing words.

4) PERSUASION OR HYPE
You never want your letter to sound like total exaggeration but you do want it to encourage the reader to at least try your product or service. The message you want to convey is one that clearly defines how your product or service can add something of value to someone else's world. If you believe in your product or service than you can write a great letter that promotes its quality and distinction. Adding sparkle and pizzazz to your sales letter is necessary but be cautious about making it overly done. Keep it believable.

5) BRIEF AND TO THE POINT
Consider keeping the letter brief and to the point. Better to be brief with room for inquiry than boring and tedious risking the loss of interest. I don't know about you, but even as a writer, who loves words, I get bored with too much communication and quickly lose interest. It has to be a riveting subject to hold me after one page so keep the letter to no more than four paragraphs.

6) USE A UNIQUE APPROACH
When writing your letter, make every attempt at selling your product with a slant. For instance, I recently wrote some material for a gentleman that sells a portable heating pad that uses no electricity. It is of course a rather unique product and deserved a unique approach. Rather than focusing on the heating pad itself, we focused on all the benefits that the heat could provide during travel, sporting events, and even warming the baby bottle. The communication was very effective and demonstrated how the product would make life easier and better for the user.

7) TESTIMONIALS
Always include quotes and testimonials by very satisfied customers. Having credible recommendations makes your letter more believable and inspires readers to try the product. Why not be proud and share the details as to why others found your product worthy. If you don't have testimonials, it's perfectly acceptable to ask a happy customer for an endorsement letter.

8) A CALL TO ACTION
Some form of call to action is always required in your letter or it will be too passive. But rather than insisting upon contacting you by a particular deadline, simply offer additional information such as a brochure, a sample of the product if possible or perhaps direction to your web site which explains the product in greater detail. Always be sure to include your contact information with name, phone number, e-mail and web address for further details.

Regardless of your product or service, a good sales letter can prove to be one of the best marketing tools available and the least expensive. Dare to be bold and put your letter out there to all those who will benefit by your product or service.