How do you write a winning sales letter?

Writing a sales letter is hard, and writing a winning sales letter is even harder. Many sales managers wonder why they can't get it right. Well, to answer this question, they have to put them in people's shoes and ask what "benefit" will I get from reading this sales letter? Remember, the word "benefit" is at the heart of this discussion. Many salespeople take bits and pieces of information from here and there and create clutter in their sales letter. They literally throw everything at people and then get what they deserve, which is instant rejection.

One must always remember that a sales letter only works when you have a product to sell and an offer to make. Your sales letter shouldn't be an introduction to your product or company. Remember that every word is important in a sales letter and do not waste a single word that might distract your potential customer. They don't care about the features of your product but rather the offer or benefit to them. Think from the customer's perspective and ask yourselves why should I read the message? Is there any benefit or offer for me that I cannot refuse? Can you convince me that it's a really good offer?

After taking these things into consideration, sales managers should think about presenting their message. The header or title is crucial to any sales letter. You should target your product's customers directly. One also needs to be a little tactful with words. But if you are not good at trading then don't try to do it and instead be simple in writing it. The title shouldn't be more than a line, so try to be as specific as possible but with maximum impact. No one has time to read every letter in this fast-paced age of instant satisfaction. If you are not able to get your message across to the audience on time, you have lost those customers. The title should start with a feature that is being presented to the customer. This ensures that the client goes to at least the body of the message.

Now that you've put a good effort into the headline, it's time to work on the body of the message. How do you maintain the level of excitement you created in the customer's mind with the title? Again, it's important to remember not to focus on the features of the product you're trying to sell, but rather on the benefits and offers you offer them. Things like how much money you will save them and how it will impact their lives should be mentioned in the body of the letter. Make them realize the need for it and compare it to a competing product. Remember, the person reading your sales letter will always have questions about how useful it is for me, after every sentence. So be ready to clear those doubts and answer the questions. Being a little casual in this approach will do no harm and try to attract attention by associating things with real life things. You can add a little humor but unless you are sure it will not affect the reader's taste. Bring in a few previous customers to testify about your products. But make testimonials believable and something people can relate to.

Once you've demonstrated the product, don't forget to ask your audience to take action. If it's an email, ask the reader to click a link to act now or provide a contact number if it's a direct mail. Also remind them again that if you don't act now you will lose the offer as the offer is only for a limited time.

Once the letter is completed, one of the important parts of a sales letter is a note. Many people simply read the beginning and end of the message. So, try to convey something that will make them come back and read the message. It will be a perfect end to your sales letter.