The key to writing a good sales letter is being able to hook your potential client. Creating a hook is something that takes careful planning. A hook is something that must be established within the first paragraph of your letter.

Writing a Sales Letter: How to create a hook

Think about your product and service and then answer the question, why does your customer need what you’re selling? By answering this question, you are establishing a hook. The hook must fulfill an immediate need. It is a benefit statement related directly to making your potential customer happy. The hook is something that makes your customer read further. The hook can branch out to include several hooks and benefit statements. After all, your service or product might be just the thing to fulfill several important needs.

When creating your hook, consider the following three things:

A sales letter that brings in profits is full of valuable information. It packages your product or service in a way that is concise, but with bulleted details and facts that don’t leave the reader wondering. Don’t be too mysterious in a sales letter or your potential customer may think you’re selling something fraudulent.

Writing a Sales Letter: How to Establish CredibilityIt is important that your potential client sees your service or product as something valuable as well as credible. Be sure to share credible testimonials from past customers. Give facts about your business that show you’re not a fly-by-night operation. Saying how long you’ve been in business is good, as well as how you’ve helped hundreds or thousands of other customers. Credibility can also be established by stating where you service clients, if you’ve been on national television ads, the Internet, etc.

ExamplesGiving examples of how your business has helped others not only shows credibility, it also builds trustworthiness in your product. Provide successful examples from major customers. Give detailed descriptions of what you’ve done in the community or among groups related to your product or service.

Writing the Sales Letter: Getting Results

Part of writing a sales letter is calling the individual to make a decision. That decision might be to call you, check out your website, turn in a post card, visit your store or etc. Good sales letters get action. They hook the reader, establish a need, establish credibility and call for a decision. This can be done by making it a time sensitive matter; giving away special discounts until a certain date and so forth. The key is to get movement and action from your potential customer. Rewarding action is a good idea.

Good sales letters bring you extra profits. Learn to write and rewrite the sales letter until you get the results you’re after. With practice and experience, you soon discover that sales letters are the bloodline increase sales.

source: Patricia Williams

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