12 Steps To Writing Effective Sales Letters
Sales letters are, by definition, a means to market your business and drive sales in your door.
Writing effective sales letters means following a simple format and writing in a conversational style that engages the prospect.
- Get attention. You have to get the attention of your prospects. The style and format of the sales letter and envelope is the first step to getting noticed.
- What problem are you solving for the prospect? The first line of an effective sales letter should state the problem you are going to solve for the prospect.
- Build the ruin. What happens if their problem is not handled or otherwise solved? It is the old pain versus pleasure story. People will do more to avoid pain than to gain pleasure. What is the pain they could experience if they do not solve their problem?
- Provide a solution. Demonstrate how you will solve the problem. How are you going to help them?
- Credibility. Tell them why you are the best to help them with their problem. By presenting your credentials, experiences, and successes you are increasing your creditability to your prospect.
- The benefits. Explain the benefits of what you are offering and what is in it for them to do business with you.
- Provide proof of your claims. Anyone can make a claim, but few go the extra step of validating their claims. People see through BS. So do not BS and always back up your claims with proof.
- Give them a reason to act now. Otherwise known as, make them an offer they can’t refuse.
- Limited Time. Imply there is a scarcity or limited time to act.
- Back it up. Always include a guarantee if they are not happy. It is in your best interest to do so. You do not want to muddy up your market with dissatisfied customers.
- Call to action. Ask for the order.
- Remind the prospect. Close your sales letter with a reminder that the offer is for a limited time and that they need to act now.
Understanding The Reader (Your Prospect) And Handling Objections
After writing your sales letter, step back and read it from the perspective of your reader. What objections, concerns or questions would you have about the communication?
First of all, please understand that you are never going to overcome or handle an objection, question or concern fully in a sales letter.
Your goal is to get attention, build interest, create desire and create questions that need to be answered by the prospect. You have to invoke the urge to CALL or GO SEE to get more information. As a business owner, you will want to have live communication with the prospect! This is the part of the sales equation where objections are handled and questions are answered.
Having said that, there are objections your readers will have. For example, when you read your sales letter back to yourself, from the perspective of your potential customer, ask yourself the following:
- Does this company understand the problem I am facing?
- How do I know you’re reputable or otherwise qualified to handle the problem?
- I don’t believe you.
- I really don’t need this right now.
- How do I know it will work for me?
- What happens if I don’t like it?
- Sounds expensive, I can’t afford it.
Writing effective sales letters is not as difficult at you might think it is. Just keep within the above points.
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