How to write an effective sales letter

If you run a business, chances are that you’ll have to produce a sales letter at some point in
time. Whether it’s to launch your business, a new product or to attract more sales, a well-
written sales letter can be an extremely effective tool in your marketing mix.

However, it’s easy to get it wrong. There are a thousand ways to ensure your sales letter is
scrunched up and thrown in the bin. You name it…boring headline, poor grammar, long
sentences with no point, hidden messages, no call to action, lack of perceived benefits for the
reader…the list goes on.

So before you start typing away, it’s vital to remember two things:

1. People are increasingly time-poor these days, meaning there’s no time for waffle; and
2. Your product or service MUST make their life better/easier/richer/happier etc.

Once you acknowledge these crucial points, you’ll be in a better position to write some great
copy. With this in mind, effective sales letters follow a proven formula:

• An attention-grabbing headline (you’ve got about 3 seconds to get their interest!).
• A powerful introduction that outlines your strongest selling points or your offer.
• Short, punchy and benefit-driven copy that gets straight to the point.
• Sub-headings and bullet points that enable the reader to scan the text quickly.
• A call to action that makes it easy to contact you i.e. a phone number or website.
• A P.S. or even a P.P.S. at the end of the letter to add extra information.

What’s more, the tone of your copy is so important. You should always write your letter as if
you’re speaking to a friend. That way, your copy will take on a more personal tone, rather
than a cold attempt from a faceless company.

And remember, always talk to the reader and make your product or service about THEM.
Use “you” and “your” instead of “we” and “our” wherever possible.

If you follow these basic principles when crafting your next sales letter, you’ll be well on the
way to achieving the results you desire.

That’s because a letter that conveys the benefits of your product or service in a concise,
personal and easy to read manner, will capture the reader’s attention and increase your
chances of making a sale.

P.S. Make sure you choose a font that’s clear and legible, and leave adequate white space
around the text. It’s all about making it as easy as possible for people to read.

P.P.S. See, the P.S. added some good information, didn’t it!

P.P.P.S. Now I’m pushing my luck.   

Steve Manning is a freelance copywriter who works with businesses and agencies to create
compelling copy for websites, brochures, print ads, direct mail, newsletters and more.

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