12 Steps To Writing Effective Sales Letters

‐ May 22, 2019

how to write 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.

  1. 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.
  2. 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.
  3. 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?
  4. Provide a solution. Demonstrate how you will solve the problem. How are you going to help them?
  5. 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.
  6. The benefits. Explain the benefits of what you are offering and what is in it for them to do business with you.
  7. 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.
  8. Give them a reason to act now. Otherwise known as, make them an offer they can’t refuse.
  9. Limited Time. Imply there is a scarcity or limited time to act.
  10. 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.
  11. Call to action. Ask for the order.
  12. 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.

Click Here For More Information About Sales Letters

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:

  1. Does this company understand the problem I am facing?
  2. How do I know you’re reputable or otherwise qualified to handle the problem?
  3. I don’t believe you.
  4. I really don’t need this right now.
  5. How do I know it will work for me?
  6. What happens if I don’t like it?
  7. 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.

If you have any questions, or would like a quote for printing and mailing a sales letter campaign for your business, fill out the form below and one of our marketing consultants will contact you:

High Quality
Printing And Design

Our Services

  • Postcard Printing
  • Business Brochures
  • Booklet Printing
  • Flyers
  • Signs and Banners
  • Customer Thank You Cards
  • Websites
  • Custom Pocket Folders

    Join 1,000s of
    happy customers

    Amanda Septimo
    2020-07-02
    My business is located in Wisconsin and I have been a bit frustrated with my local design/print options. I was searching on youtube and came found the Wilson Print Marketing youtube page and I was impressed. I gave them a call and they assisted me in designing a remodeling dream book that I could send to interior designers and general contractors. I am so happy I reached out. The design is AMAZING and the print quality is top of the line. I am so impressed and they will be my go to company for all of my design/print needs.
    Vicki Gailzaid
    2020-05-19
    I just had a book of poems printed by Wilson Printing and they did more then a fine job! They did it fast and competitively prices as well. Their service is friendly and truly unbeatable. The Owner Mark Hale is top notch also-He listens to what you need and want-Is not robotic but genuinely interested in you and your requirements. I highly recommend this company.
    Jomgg B
    2020-01-20
    Wow, how refreshing. I saw the YouTube they put out on brochures and liked the information so well I looked up their phone number. I talked to Kelsi and she was so helpful and professional. Real professional company that I plan to align with.
    Alan Holmes
    2019-10-10
    I have found Wilson Printing to be comprised of friendly, punctual, and dedicated team members. We have utilized them for several projects over the years and will continue to do so in the future. Thank you!
    Roei Azoviv
    2019-10-03
    Great service
    Jennifer Stepanek
    2019-09-26
    We have been very happy with Wilson printing. They have been helpful, professional and easy to work with getting our mailers out quickly at a good price. Highly recommend this company.
    Fabrizio Beltran
    2019-09-24
    Amazing team; I haven’t seen a company with such great customer service in years; from the office front desk to production to delivery. Reliable, organized, and high quality.
    Ulan Nutritional Systems, Inc.
    2019-09-23
    LOVE this place! They always print everything perfectly, onetime (usually faster) and they are very friendly. Don't go anywhere else for printing!!
    Marcy Sargeant
    2019-08-26
    Wilson Printing staff are professionals who are easy to work with, fast, friendly and competent. I'm so pleased our promotional products. I highly recommend them.
    Jennie Polson
    2019-05-28
    We recently were looking for an alternative for our printing needs. The staff at Wilson Printing helped me from design concept, pricing to fit our budget, difficultly with addresses, and etc. I could go on and on. Every question I had was researched and answered. They will walk you through the process and help you determine exactly what you need and work within your budget. You can not go wrong with them. It is family owned and operated and their customer service is 10 stars not just 5!!
    testimonials