Career Development

How To Write a Sales Letter (With Examples)

February 22, 2021

Writing a sales letter is a way to directly reach consumers. Sales letters require certain elements that help convince a customer to invest in a product or service. They should be personal and informal in their tone to invite readers to discover more about an offer. In this article, we explain what a sales letter is, how you can write one and an example of what a sales letter looks like.

What is a sales letter?

A sales letter is a written pitch to attract potential customers to a product or service. The goal of a sales letter is to show a customer how your business will benefit them. When a consumer thinks about meeting their needs, they are less focused on the idea of a business transaction, which can lead to a sale.

Businesses use sales letters in both online and print formats. Sales letters are a form of direct marketing that can be effective if they are composed using persuasive techniques and strong content. They allow businesses to make a personal connection with current or prospective customers.

Related: How to Make a Sales Pitch to Attract Clients

How to write a sales letter

A potential customer needs a reason to purchase. A sales letter gives that reason and backs it up with examples and information. This will help sell the reader on the idea of the product or service a business offers.

Here are the parts of a sales letter you should include to maximize your chances of making a sale.

1. Write a catchy headline that grabs your customer's attention.

Tell potential customers what they need in one sentence. Make it memorable-this may be the only thing they see.

Example: Grass Roots Web Optimizer can help you double your customer base without spending money on digital ads.

2. Hook the reader by identifying what they need and why.

Addressing the unspoken needs of the sales prospect will connect them to your product. If you can explain why this product or service will benefit them, your potential customer will pay more attention to your words.

Example: Your website is an information portal for current and potential customers. You want to attract web browsers to find and stay on your page. Spending hundreds of dollars on digital campaigns may not result in a big sales increase. Grass Roots Web Optimizer software engages more organic traffic on your website without the expense.

3. Include bullet points with key information.

A bulleted list will help readers see the information you want to highlight. Use this list to build on your headline and hooks.

Example: We offer three ways to increase sales through online engagement.

  • We produce relevant content that attracts readers.
  • We use 20% more SEO focused topics than the average digital marketing agency.
  • Our optimized web pages track clicks and send you customized daily, weekly, and monthly reports.

4. Use testimonials or statistics.

A sales letter should show readers the value of your product. Include testimonials and statistics in your bullet points so readers who scan can quickly see valuable information that helps sell your product.

Example: "When I started using Grass Roots, I found their analysis so helpful. It showed me where customers were clicking on my page so I knew what was attracting the most attention to my products." -Cindy Beck, Owner of Lighting Source

5. Give readers a call to action.

Your readers need to be motivated to move beyond the page and do something to act on your offer. Help them by presenting a clear, actionable step in your letter. If you are using email, a direct link or action button should be included. In print marketing, use graphics and font to call attention to the action.

Example: Enter your email and website here and we'll send you a free analysis of SEO organic traffic.

6. Offer something to the customer that is limited in time or quantity.

An effective sales technique is to heighten the immediacy or make the need feel greater for a potential customer by introducing a timeline for a deal. This technique is also used by limiting the number of items available for the offer. Giving the consumer a timeframe to take action is more motivating in this type of sales pitch.

Example: Set up your annual Grass Roots Web Optimizer software campaign in the next 30 days and your first month of digital optimization is free.

7. Use a postscript (p.s.) to add a guarantee or personal address.

Using a postscript is another way to connect with customers and make your letter feel more personal. It's also another way to emphasize your offer in a scannable way.

Example: P.S. I hope you'll take advantage of this chance to grow your organic traffic and increase sales. Our goal is to help companies like yours thrive.

How can you make a sales letter more effective?

As you compose your sales letter, consider these ideas to improve your content.

  • Use informal language. Brief, clear sentences and short paragraphs make you sound more human. A natural tone will help customers connect to your message and take the focus off of selling.
  • Keep the customer in mind. Write with the mindset of what you as a customer would like to hear. Make sure your words answer the question: "What's in it for me?"
  • Organize your content. Make sure your ideas flow from beginning to end. Your letter should have an introduction, body and a conclusion.
  • Include exciting visuals. Graphic design is an important feature of your letter aside from the written content. One should complement the other. Keep designs simple and relevant to current trends.

Related: Business Letter Format and Example

Sales Letter Example

Here is an example of a sales letter.

Grass Roots Web Optimizer can help you double your customer base without spending money on digital ads.

Customer Name
Customer Address

Dear Customer,

Your website is an information portal for current and potential customers. You want to attract web browsers to find and stay on your page. Spending hundreds of dollars on digital campaigns may not result in a big sales increase. Grass Roots Web Optimizer software engages more organic traffic on your website without the expense.

We offer three ways to increase sales through online engagement.

  • We produce relevant content that attracts readers.
  • We use 20% more SEO focused topics than the average digital marketing agency.
  • Our optimized web pages track clicks and send you customized daily, weekly, and monthly reports.

"When I started using Grass Roots, I found their analysis so helpful. It showed me where customers were clicking on my page so I knew what was attracting the most attention to my products." -Cindy Beck, Owner of Lighting Source

Our mission is to help businesses increase their online influence to retain and attract new customers. Enter your email and website here and we'll send you a free analysis of SEO organic traffic.

Set up your annual Grass Roots Web Optimizer software campaign in the next 30 days and your first month of digital optimization is free.

Sincerely,

Jim Hudson
Customer Service Manager
Grass Roots Web Optimizer

P.S. I hope you'll take advantage of this chance to grow your organic traffic and increase sales. Our goal is to help companies like yours thrive.

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