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Writing a sales letter is tough and writing a winning sales letter is even tougher. Many sales managers break their heads thinking why they can’t get it right. Well, to answer this question they should put them in people’s shoes and ask what “benefit “would I get by reading this sales letter? Remember the word “benefit” which is the crux of this discussion. Many salespeople take bits and pieces of information from here and there and create a mess out of a sales letter. They literally throw everything on people and then get what they deserve, instant rejection.
One should always remember that a sales letter works only when you have a product to sell and an offer to make. A sales letter should not be an introduction to your product or company. Remember every word is important in the sales letter and do not waste a single one that would distract your potential customer’s attention. They are not interested in the features of your product but in an offer or a benefit to them.
Think from the customer’s point of view and ask yourselves why should I read the letter? Is there any benefit or offer to me which cannot be refused? Can you convince me that it is really a good offer?
After keeping in mind these things, sales managers should apply thought in presenting their letter. The header or the headline is very crucial to any sales letter. It should target directly to the customers of your product. One also needs to be a little tactful in the use of words. But if you are not good at the trade do not attempt to do it and rather be simple in writing it. The headline should not be more of a line, so try to be as specific as possible but with maximum effect.
Nobody has time to read each and every letter in this fast-paced era of instant satisfaction. If you are not able to convey your message to the audience in a stipulated time, then you have lost those customers. The headline should start with a benefit being offered to the customer. This ensures that the customer goes to the body of the letter at least.
Now, having made a good effort with the heading, it’s the time to work on the body of the letter. How to maintain the level of enthusiasm that you created in the customer’s mind with the heading? Once again it is important to remember to not to focus on features of the product you are trying to sell but on the benefits and offers you are making to them. Things like how much money it is going to save them and how it would affect their lives should be mentioned in the body of the letter. Make them realize a need for it and compare it competitor’s product.
Remember, a person reading your sales letter will constantly get questions in mind as to how this will benefit me, after each and every sentence. So be ready to clear those doubts and answer the questions. Being a little informal in the approach wouldn’t do a harm and try to grab the attention by relating things to real-life things.
You can add a little bit of humour but unless you are sure that it won’t be in the bad taste of the reader. Bring in a few previous clients to give testimony of your products. But keep the testimonials believable and something that people can relate to.
Once you’ve made clear about the product, do not forget to prompt your audience to take action. If it is an email, prompt your reader to click on a link to act now or provide a contact number if it is a direct mail. Also remind them again that if you don’t act now you will forfeit the offer as the offer is for limited time only.
Once you are done with the letter, one of the important parts of the sales letter is P.S. Many people simply read the beginning and end of the letter. So, try to convey something that will prompt them to go back to the letter and read it. It will be a perfect end to the sales letter.
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By Anshjeet Singh