Crafting a Compelling Sales Letter

Many people have asked what's the secret to writing a compelling sales letter that sells. Every communication you send to customers or prospects should have a clear purpose -and your sales letter is no different.

Now there's simply not enough space to go into detail about every aspect of your sales letter, but below is a brief summary of some of the major points you need to address.

Before sitting down to write a sales letter make sure you are clear about the product or service you are offering, the price, any bonus offers, whether there is a time limit, etc.

Think from the point of view of the customer. What will make them interested in your product or service?

Do not make the letter about you or your company. You will not make sales by telling customers about the latest events in your office or the history of your company's expansion. The letter should be about the customer, their problems, and how you can solve them.

Headlines are the most important part of a sales letter. So it's important that you try to come up with at least twenty different headlines and then select the best.

Generally headlines should be longer than 3 or 4 words, but less than 17 words. Take a look at newspaper headlines and other sales headlines for inspiration. Be specific. If you have a figure of 37% then use it, do not say 'over 30%'. Do not exaggerate in your headline to get attention. If it cannot be believed readers will not bother to look further.

When you first begin writing the main body of the letter do not edit it as you write. Just write what you think is the main, important message and do not stop to correct spelling mistakes or grammatical errors. If necessary stare determinedly at the keyboard as you write, or better still turn the monitor off on your PC.

The reason for this is that if you continually stop to make corrections the words will not flow and the message may become confused. Don't get me wrong, it's vitally important to make sure that your final copy contains no spelling mistakes. But this should be done once your first draft is completed.

Avoid long sentences and paragraphs in your sales letter. You want to make the letter as easy to read as possible and the most effective way to do this to "trick the eye" by creating whitespace.

You can do this by breaking the letter up into subheadings that refer to the contents of the next section. Your subheadings should give enough information for someone skimming down the page to understand your offer.

Once you feel your letter is complete put it aside for a while before reading through it again. You may spot mistakes or areas of confusion that you didn't initially notice.

If you cannot leave it for a period of time give it to someone else to read. Ask them to skim through it to see if they get the main points of the message. If they do they can then read each sentence and give you their impression of the letter.

Now as I mentioned at the start, this is only a very brief summary on the steps you need to follow to create a sales letter. While it's by no means a full-blown explanation, it gives you a place to start.

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