A sales letter should be truthful. Writing a persuasive sales letter is an art, but following guidelines on how to do it is fine if you are an absolute beginner in this field.
Writing an awesome sales letter
A sales letter should be truthful. Writing a persuasive sales letter is an art, but following guidelines on how to do it is fine, if you are an absolute beginner in this field. As time passes and you become more comfortable with it be sure to add your own spices to the letter itself. Some elements discussed below may not even apply to your specific offer, so be mindful when using this guide.
Now let’s discuss the elements which are needed in order to write a well-crafted sales letter:
Step 1: The Headline
The headline is the most important part of your sales letter, since it’s the first thing a reader will see. The “How To” headline can apply to many offers that you are promoting, and it is a nice headline to use if you are a beginner. If your offer requires a different headline you can search Google for a list of proven headlines. There are so many great examples you can find on the web.
Clear and direct headlines converts better than clever and confusing… this is a rule of thumb. At least at the initial phase, avoid using clever headlines. When you start being comfortable with writing sales letters you can start using clever headlines.
Below are some examples with the “How To” headline format:
- How to lose 5 KG in 2 weeks
- How to remove nasty stains from couch
- How to be a good singer
- How to keep eating healthy even if your friends are not
Step 2: The Sub-headline
Although this is not a necessary part of a sales letter, you will often have to expand on your headline. There are many great examples of amazing sub-headlines, which you can search on Google:
- Discover how quickly you can find a job
- Learn how to easily start gaining muscle
- You can also achieve success within a short time period
- What you need to know about toothpaste
The sub-headlines job is to support the claim that was made in the headline (which is discussed in Step 1) in your sales letter.
Step 3: How to write an opening
As your visitors have read the headline and sub-headline, some of them may scroll further down which shows their interest in the product. The best type of opening is the “Problem/solution” format. You have to identify the problem that the buyer has.
As a marketer you have to find the common ground between yourself and the visitor, because the visitors will often be sceptical about everything. They need to feel safe and sure that you understand their problem. You have to show empathy about their problem.
After the problem is established and you show your empathy, you must present a solution to the problem. You should not be going into great details about the product…well at least not yet, you will do that at a later stage.
Here is an example:
With summer approaching, you must be thinking of how to keep your office cool, so that you and your colleagues can continue to work efficiently. Realizing your needs, we have manufactured room-coolers for different capacities. We have given detailed specifications in the enclosed pamphlet. You would be happy to know that we are giving a guarantee for five years against all manufacturing defects and repair, or replace any part that causes trouble, at our own cost.
Continue reading on how to write an awesome Sales Letter (Part two).