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Have you ever received a sales letter that left you wondering, “What is the point?” Effective sales letters are laser-focused on one key message that resonates with the reader. Follow these tips to engage customers and generate more sales.
- Focus on one message. Before you write a sales letter, understand the purpose. Are you introducing your company or a new product? Are you advertising a sale or a special offer? Whatever the message, make it clear in the opening paragraph and continue to reinforce it throughout the letter.
- Include a call to action. What action do you want your customers to take after reading your letter? While it may be obvious to you, it may not be to the reader. Include a call to action at least three times.
- Writer from the reader’s point of view. Forget about long, tedious letters filled with minute details about your company. Most people simply aren’t interested. You have about five seconds to capture your reader’s attention. Zero in on pain points, suggest a solution and promote benefits.
- Target your message. Understand the needs of your customers and target your message to their needs. If you don’t understand your customers, you can’t write an effective sales letter.
- Be succinct. Succinct writing is powerful writing. Take the time to think about your message and then say it in as few words as possible. Succinct writing does not happen by chance. It is the result of careful editing.
- Edit, edit, edit! Nothing screams “low quality” louder than a poorly written sales letter. Follow a three-step editing process to make a great impression. First, make sure your message is clear and follows a logical progression. Ensure that your writing style fits the message. Finally, edit for grammatical and spelling errors. Before you send your letter, put it aside, preferably until the next day. Read it through one more time and make any final changes.
- Make it easy to read. Use text organizers such as headings, bullets and bold or italicized type to help your reader quickly find key information.
- Include a postscript. The postscript is often your first and last opportunity to grab your reader’s attention. Use it wisely and include a concise call to action.