Writing sales letters can be more challenging than you think. There are certain formats to be followed, or you can risk tricking your potential customers into thinking that you are a disorganized bully who does not know what he or she is writing about. There is a certain respectful writing style that has to be used: one that is straight to the point and concise without being boring or commonplace. There is also the need creation to be thought of, as you make your potential customers realize that they are in desperate need of something. You also need to make a sales pitch and ultimately move your customers to pull their wallets out and buy your product or service.
There is also the challenge of confining all these to, at most, a sheet and a half of paper. Writing sales letters, in this age of instant messaging and digital communication, is fast becoming an art form. You need to blend in brevity and spunk without sounding like a hyperactive door-to-door salesman; you need to be fresh and new without sounding like a blubbering marketing novice. How can you go about writing sales letters with all these challenges in mind?
The first rule in writing any letter is to obey the Two F rule: format and function. Format dictates that your letter has to be constructed in a certain way. Function demands that your letter has to hit home and serve its purpose. When writing sales letters, therefore, your goal is to sell, and your language must allow you to make the sale.
Here are a few tips that you might want to follow when writing sales letters.
- Never eschew format even if you are writing to someone young or avant-garde.
A sales letter will usually begin with the names and addresses of sender and recipient. It will continue with a body, and end with a salutation, along with the signature of the sender. Although this appears confining, the organized nature of the sales letter works both ways: it can allow you to organize your thinking, so that your prose does not smash all over the place as you are torn between selling the product and making customers believe in it. An organized letter also speaks well of you to your prospective customers: you are organized, and you are therefore to be trusted.
- Never leave your grammar, punctuation, and spelling unattended.
Always have a good manual of style next to you, and look for online tools that can check your writing. If you have good spelling and punctuation, your recipients can believe that you actually care about your product. If you cannot even take care of simple things such as spelling and punctuation, then can you take care of prospective customers?
If you have good grammar and excellent writings style, you will come off as educated and respectful. An educated person who knows how to speak the language of both the masses and the elite is someone to be respected: earn this respect, and you can get sales.
- Practice your writing! Good writing, whether for short stories, novels, reports, or letters, comes with practice.
You can download writing exercises online, or you can go straight to the meat of the matter and practice one of the most difficult parts of the sales letter: making the sales pitch.
Start practicing on writing about products that you like. This will build your mastery of the language in describing what is good about a product. You can then move on to practicing on writing about products that you do not believe in. This will build your mastery of marketing strategies. When you finally find yourself comfortable writing about products and services, then count how many words you used in making your pitch.
A good sales pitch usually stands at about two hundred words or less. Not all your customers have the time to hear about how wonderful a restaurant is, or how a perfume can turn an ordinary date into a romantic one. You have only a few words at your disposal, so practice using them well.
- Always sign your sales letters, or have the sender sign them.
If you show a personal touch, you can make it easier for your customers to believe that you care for them and their needs.
These are only a few tips that you might want to follow when writing sales letters. For more tips, consult with your marketing and sales friends and mentors, and ask for their advice regarding tried and tested methods they might use in making good sales letters. Join online marketers’ groups or forums to get even more tips on how to make your customers buy your products and services. Writing sales letters can be difficult, but with practice and know-how, you can get the profits you want and need.