Regardless of your profession, learning how to write sales letters is useful. More than ever prospects value personalized messages, and those on paper have even more value.
Winning over a new client can be what sets you apart from the rest of your team. However, without learning how to write sales letters, that won’t happen. Here are a few tips to make the letter writing process a little easier.
Always Use High-Quality Stationery
First, consider what’s the first thing the prospect will see. The paper you’ve written the letter on will be the first thing they notice most of the time. So, by using personalized stationery, making a good impression is simple.
No matter what, small details can have a huge impact on someone’s impression. By paying attention to them yourself, you’ll have the best chance at closing the deal. So, invest in high-quality stationery before moving on.
Start By Creating an Attention-Grabbing Headline
Once you’ve stocked up on paper, it’s time to start writing. The most important aspect of any sales letter is its headline.
Since it’s what prospects read first, it has to grab their attention. Otherwise, they may never even read past the headline.
So, use something emotive and force them to pay attention. Also, it helps to make whatever you’re saying sound urgent.
That’s how you can get them to stop and read the letter you’ve sent. Reading it won’t be put on the back burner if it sounds time-sensitive.
Directly Address the Reader’s Problem Early in the Letter
After grabbing their attention, a good sales letter speaks to them directly. It says what’s wrong with them and how you can fix it. So, don’t be afraid to write using bold, direct wording.
It’s always best to go for it if you’re feeling a little hesitant. By forcing yourself to write something, you’ll avoid the worst possible outcome.
Avoiding it entirely is the only way to guarantee failure. So, just give it your best until you’ve learned the process.
Explain Why They Need Whatever You’re Offering Them
At this point, the prospect should know you understand their problems. To seal the deal, start explaining how you have a solution.
Let them know the way it works and why they need it. That way, they’ll feel like what you’re offering is something they can’t live without.
If there are any product examples, add them here. Demonstrations usually have way more to say than words ever can. So, feel free to include media, especially if you’re sending an email.
Summarize Key Points Using Bullets or Numbered Lists
For some products, there’s a lot to explain. Pharmaceutical sales reps must ensure their prospects fully understands the products they’re buying. So, summarizing key points with bullets can be helpful.
Throughout the letter, stop at transition and summarize everything. That way, the reader won’t feel like they’ve had a ton of info spat at them.
The easier it is to comprehend, the more effective the message will be. Make sure to add a call to action at the end of the letter.
This way the reader will feel compelled to contact you for your service. Clearly add your contact information on your sign-off as well.
Cite Stats to Add Validity to Any Claims
Including statistics is a great way to add weight to your claims. If you’re in a competitive industry, stats can help you close deals on skeptical clients.
Sometimes, getting people to switch companies is like pulling a tooth. By showing them stats proving your company is different, it’ll be a little easier.
We’d recommend tracking key stats after giving products to a client. After using it for a bit, gather the stats from them.
Then, you can use their stats as part of future sales letters. They’ll add even more authenticity to your claims.
Plus, you could even use your client’s experience as a testimonial. Prospects typically value what your customers have to say way more than you. But, that’s still something you can use while designing the letter.
Use a variety of different persuasion tactics: pathos, logos, ethos. People value different things and while one persuasion tactic may work on one person it will not on another. Having a variety ensures you compel as many prospects as possible.
Writing a Professional Sales Letter
Writing a sales letter is all about communicating the value you have to offer customers. If you can show them why they need your product, it’s hard not to buy.
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