Sales letter writing is a tough proposition and tougher still is to write a captivating sales letter. Many a sales manager wonders why he can’t get it right. Sales manger should put himself in place of the reader and answer the question as to how he will benefit from the letter?

The operating word here is benefit. That is the central point of this discussion. Most sales letter read as if bits and pieces of information has been put in there making no sense. The letter seems to throw too much of information at the reader and is rejected.

A sales letter is effective only when there is a product to sell and offer to make. It should not be a prologue to your product or company. Every word written in a sales letter is precious and remember not to waste a single word which would divert the attention of the target customer. A customer is interested in an offer or a benefit to him and not in sundry details. Therefore a sales letter should carry some benefit / offer to the customer which can’t be refuted.

A sales manager should write a sales letter keeping the customer’s point of view in mind. The most critical part of a sales letter is the header or the headline which should attract the customer’s attention. The words used should be tactful. Do not attempt to write elaborately if you are not good at it. be direct and simple. The header should be a one liner with maximum impact. People do not have the time to read all the sales letters that come their way. The sure way to tempt the customer to read the letter is to have a good headline. The headline should convey to the customer the benefits offered.

Now that you are off to a good start ensure that the customer’s interest is retained by the body of the letter. Remember to focus on the benefits and offers that you have for the customer instead of your product’s features. Tell them how much money they can save or what positive affects the product would have on their lives. Create a want for the product in their lives and tell them how it is better that the competitor’s products.

A person reading a sales letter will constantly question as to how benefit him. The letter should be able to answer possible questions that may arise in the target customer’s mind. An informal approach comes in handy. Keep the attention of the reader by relating to real life things. A little humor in good taste can go a long way. Introduce a few testimonials but keep them believable.

The letter should create a clear image in the reader’s mind and also initiate action. Tempt your reader to click on a link in an email or provide contact numbers when using snail mail. Ingrain the fact that the offer is for a limited period and the benefits may elude them if action is delayed.

Most people read the headlines and the end of a sales letter. An interesting P.S. note can entice them to read the body of the letter. It will be a perfect end to a perfect sales letter.

source: Charly Folly

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