A sales letter functions as a paper or digital version of your sales team to promote your business's products or services.
To write the best sales letter, you have to start by understanding the needs of your target audience.
You also need to have a thorough understanding of your product.
The sales letter should tell your prospect why and how your products will help solve their problems.
It is about convincing them that your products are worth their time and money.
Let’s find out how to draft the best sales latter to help improve your business’s bottom line.
Identify Your Audience
The first step to drafting the ideal sales letter is identifying who your readers are.
Are they doctors, dentists, homeowners, or tenants? Your audience should fall within your chosen criteria.
After identifying the criteria, you will then create a mailing list.
When writing the sales letter, ensure that your recipient’s names are on the salutation and the inside heading of the letter!
Define Your Objective
Keep in mind that with the sales letter, the goal is to grab and direct attention to your products.
You want to spark interest in the reader and prompt the reader to make a purchase.
The sales letter should therefore provide enough information about your business.
The sales letter should also create a lasting impression.
This will keep your business and its products in the minds of prospective customers until they are ready to make a purchase.
Identify The Scope
When drafting a sales letter, set up your pitch so that it speaks more about the benefits of your product and how exactly it could solve a problem the reader has!
It should always be about the reader and what they are getting from purchasing your products.
This is where the scope comes in.
Before drafting your sales letter, determine the need to be fulfilled, the desire to be met, and the problem to be solved.
Having done this, you can now set about drafting the sales letter.
Organizing The Letter
Now it's time to determine how you will organize the letter! This is about ensuring the copy is well laid out and that it takes the reader step-by-step into understanding exactly how your products are here to help them.
Start by creating an outline of the major points that you will present in your sales letter.
These will act as the backbone of your sales letter.
Keep your language short and simple. At the end of the day, nobody wants to spend their precious time reading through long copies!
Make it organized, concise, short, and straight to the point!
Drafting The Letter
Refer back to the outline. Under each heading, explain the point thoroughly, clearly, and concisely.
Talk to the reader as though you were talking to a person. This helps them feel comfortable and to better relate to your brand.
Ensure the copy provides the reader with all the relevant information they need to make a decision.
Once completed, read it to yourself out loud and quickly to be able to judge the flow.
It should sound natural.
Remember that you're creating a draft; therefore, any spelling or grammar errors should not be a concern at this point.
You will deal with this later as you enter into the editing phase.
Revising Your Draft!
It is now time to correct any errors in the draft of your sales letter.
Look at grammatical errors, spelling, sentence structure, and the use of jargon.
Make sure that the reader has all the necessary information they need and that everything is laid out directly and concisely.
Once you've completed revising the draft, reread it out loud and quickly to judge the flow of the content.
As we said - It should sound natural and be simple to read.
When it comes to sales letters, there are many ways that you can go about them.
You can be persuasive or informative, use a narrative format or give the facts without any embellishment.
The best approach is often one of trial and error until you find what works for your product!
Test, evaluate, and double down on what’s effective!
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Michael Alos is the Founder of truDemand.
With over 18 years of experience in sales enablement, CRM, Marketing Automation, and sales & marketing strategy, Michael works hard to ensure that when your sales & marketing teams interact with a prospect or customer, each and every one of them has the skills, knowledge, and tools required to be successful.