Ignition - Inspired Thinking
How To Write Sales Letters That Sell
March 9, 2008 at 3:45 pm | In Sales & Marketing
Here’s the text from our latest column in Lancashire Business View Magazine hope you find it interesting. My last two columns were about website improvements but this month I want cover something else that should be in your marketing armoury: How to write sales letters that sell.I’m prompted to do this by a client who recently experienced the difference that a well-crafted sales letter can make to response rates. You don’t have to be a direct selling company to benefit from these tips use these basics whenever you are trying to get a response from a prospect.1. Write for as long as it takes to tell your story.Firstly, lets bust one enduring myth: Long letters don’t get read. Oh yes they do! In test after test, long letters outperform short letters. The more you tell the more you sell. Long letters work because short letters rarely address enough benefits, concerns and objections to motivate your reader to action. Don’t be afraid of writing long but do make sure your message is interesting.2. Start with a killer headline that grabs attention.I don’t think that I can emphasise the importance of writing winning headlines enough. Without a headline, your sales letter is doomed to failure even before it starts. Over 5 times as many people will read your headline as will read your sales letter. If your headline is weak, hardly anyone will ever even SEE your sales letter.3. Your first sentence should also be attention grabbing.You must instantly involve the reader. Make a startling statement. Tell an interesting story. Hit an emotional ‘hot button’ or just state the offer and get to the point.4. Present your offer on the first page.If you don’t give your offer in your headline or first sentence, you should put it somewhere on the first page. Be clear and specific about what your reader will gain by responding.5. End the first page in mid-sentence.Whether it’s curiosity or just an urge for closure, cutting a sentence in two at the bottom of a page helps encourage readers to turn the page and finish the sentence. You can also use this technique on successive pages where the reader must turn the page over or go onto a separate sheet.6. Always include a P.S.When a prospect picks up a letter, they look first at the signature and next at the P.S. Thus the P.S. provides such a vital selling opportunity that almost every sales letter should include one.I hope you find these tips of use. By the way, if you’ve got a sales letter that you are currently struggling with, email it to me. I’ll look it over and send you back some pointers.