Still confused about what makes an effective sales letter? Your job as a sales letter writer is to sell not by writing well, but by striking a balance: you have to be exciting without being sensational, and you need to be as truthful about your product as possible, playing on its strengths and using these strengths to fuel your letter. Put yourself in your customer’s shoes. The meat of a sales letter is not only in its message, but in its language. Many sales letter writers think that they have to speak formally, as this connotes respect; other sales letter writers think that they can use casual language, as this seems to put a sales letter writer in the midst of the masses. Overly formal language can alienate your customer, when what you really want to do is attract them to your company. Overly casual language can annoy your customer, when what you really want to do is make them feel that they need you. Strike the balance between formality and casual conversation. You do not need to go overboard with the greetings, and neither should you gush with excitement so that you seem more a hyperactive marketer high on uppers than a marketing expert showing the value of the product or service that he or she is trying to sell. If you have been trying to write one, best get yourself up to speed. A poorly done sales copy is a one way ticket to blowing all of your marketing dollars (or your clients’, whichever the case may be).
Every business will have plenty of information and statistics about their product or service. However, all of that material can never sell anything on its own. Dry facts don’t convince prospects to buy – that’s where effective sales writing comes in.
Before even beginning to write the sales letter, you’ll need to be acquainted with two things: your product and your prospects. Once you get to know these two components inside out, then get your grammar check software handy – you’re ready to begin writing.
Drawing Them In. A strong headline and an enticing introduction are two of the most crucial parts of a sales letter. If they can’t persuade the reader to dive further, you have already lost the game. Chances are, your letter’s ending up not being read at all. Intrigue is your best friend.
Reaching Out. The rest of the material involves reaching out to your prospect and selling them on the product. Accomplishing this involves making the conversation feel personal (thus, the value of knowing your prospect beforehand), interesting (by arousing their interest) and necessary for their situation (by laying down the benefits they can derive from it).
Closing The Deal. Of course, you’ll have to seal the deal with an action call. Make it urgent, so they’re compelled to act in the moment. At the same time, make it sound as easy possible – complicated things will just turn most people off.
Naturally, you can dig down into the details of each of these phases even further. In fact, you can write an entire book about it. Generally, though, you can use this brief list as a guideline from which to begin building your sales letters, researching each smaller aspect as you see fit.
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