Writing a sales
letter is tough and writing a winning sales letter
is even tougher. That is the truth!
Many sales managers break their heads thinking why
they can’t get it right. Well, to answer this
question such sales managers should put themselves
in people’s shoes and ask what “benefit “would I
get by reading this sales letter? Remember that
word “benefit” which is the crux of this
discussion. Many sales people take bits and pieces
of information from here and there and create mess
out of a sales letter. They literally throw
everything on people and then get what they
deserve, instant rejection. In this lesson I'm
offering some crucial tips that will help you
create a winning letter any time any where!
The first thing you must always remember is that a
sales letter works only when you have a product to
sell and an offer to make. A sales letter should
not be an introduction of your product or company.
Remember every word is important in the sales
letter and do not waste a single one which would
distract your potential customer’s attention. They
are not interested in the features of your product
but an offer or a benefit to them. Think from the
customer’s point of view and ask yourself some
basic questions. Some of the questions you need to
ask yourself are:
>>>> Is there any benefit or offer to me which
cannot be refused?
>>>> Can you convince me that it is really a good
offer?
After keeping these things in mind, you should
apply thought in presenting your letter. The
header or the headline is very crucial to any
sales letter. It should target, directly, the
customers of your product. You also need to be
little tactful in the use of words. But if you are
not good at the trade do not attempt to do it and
rather be simple in writing it. The headline
should not be more than a line, so try to be as
specific as possible but with maximum affect.
Nobody has time to read each and every letter in
this fast paced era of instant satisfaction. If
you are not able to convey your message to the
audience in stipulated time, then you have lost
those customers. The headline should start with a
benefit being offered to the customer. This
ensures that the customer goes to the body of the
letter, at least.
Now, having made a good effort with the headline,
it’s the time to work on the body of the letter.
The question now is how do you maintain the level
of enthusiasm that you've created in the
customer’s mind with the headline?
Once again it is important to remember not to
focus on features of the product you are trying to
sell but on the benefits and offers you are making
to them. Things like how much money it is going to
save them and how it would affect their lives
should be mentioned in the body of the letter.
Make them realize a need for it and compare it
competitor’s product. Remember, a person reading
your sales letter will constantly get questions in
mind such as, 'how will this benefit me? after
each and every sentence. So be ready to clear
those doubts and answer the questions. Being
little informal in the approach wouldn’t do a harm
and try to grab the attention by relating things
to real life things. You can add a little bit of
humor but unless you are sure that it won’t be in
the bad taste of the reader. Bring in few previous
clients to give testimony of your products. But
keep the testimonials believable and something
that people can relate to.
Once you’ve made clear about the product, do not
forget to prompt your audience to take action. If
it is an email, prompt your reader to click on a
link to act now or provide a contact number if it
is a direct mail. Also remind them again that if
they don’t act now you will forfeit the offer as
the offer is for a limited time only.
Once you are done with the letter, one of the
important parts of the sales letter is P.S. Many
people simply read the beginning and end of the
letter. So, try to convey something that will
prompt them to go back to the letter and read it.
It will be a perfect end to the sales letter.
To your
success
Chadrack
Irobogo
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Chardrack Irobogo is a writer with a passion for
helping people achieve their personal and
professional dreams through the provision of
inspiring and empowering content.
The
over-riding
mission of his website
http://www.themarketingmouse.com is to
reveal proven and tested tactics and strategies to
help you generate real and consistent revenue from
your online business even when you are on a
shoestring budget.
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