Writing informative and persuasive copy can be difficult. If you manage to arouse the readersa€™ curiosity, maintaining their interest throughout your piece is a difficult challenge.
Our sales team is consistently looking for creative ways to reach their customers. One of them even argues that producing content for sales is like writing a love letter.
With this in mind, here are five tips to help guide the writing of a sales letter:
1. Headlines are Essential
a€? Being the first thing that is read, the title needs to entice the reader by alluding to the potential benefits of the piece. Interesting and punchy titles that include numbers, percentages, and statistics are a good way to grabs a clienta€™s attention.
a€? a€?Wow-Factora€™ headlines can be a good idea, but with every other salesperson using similar hooks, it may be difficult to differentiate from your competition. Clients are becoming more desensitized to mundane titles like a€?fantastic offera€™, a€?top offera€™, a€?fantastic opportunitya€™, and a€?last chancea€™, meaning that such letters are far more likely to pollute the trash bins of Outlook and Gmail accounts than result in sales.
a€? The most effective titles are directed towards your customer base. Whether you are a B2B or B2C company, think about whom you are trying to communicate to and tailor your message accordingly.
2. Personalize your Message
a€? People buy from people, not faceless corporations. Remember that you are writing to a person, and try to use their name when possible and include as much information about the client as you can.
a€? Avoid a€?Dear Sir/Madam. Nothing warrants the instant purging of a sales letter more than this informal greeting. It is encouraged to remove the register a€?deara€™ altogether, and instead stick with a simple a€?Helloa€™ or a€?Good Afternoona€™.
a€? Remember to double and triple check that you have the correct spelling of your contacts name.
3. Check your Grammar
a€? Ensure that your grammar is accurate. That includes spelling, punctuation, and language.
a€? To ensure clarity and brevity, it is advisable to have someone else read your sales letter before you send it. Alternatively, you could leave your initial draft for a little while, and return to it when you are feeling fresh.
a€? Keep your letter short, simple, and fun. Try to use familiar words and uncomplicated sentences, as potential clients want to read succinct pieces.
4. Format your Letter
a€? Making your letter aesthetically pleasing is likely to appeal to potential clients.
a€? Break up text by using bullet points and sub-headings. This will prove more accessible than long blocks of uninterrupted text that will seem longer to read. Adequately formatting text will also help skim readers understand the key points of your sales letter.
a€? Use a P.S. as research suggests that the majority of people read this after the headline. This would be an ideal place to reiterate your call to action.
5. Check, Check, Check
a€? I cannot emphasize this point enough, as the inclusion of obvious mistakes will detract from the overall effectiveness of your sales pitch.
These steps should act as a guide for writing engaging, informative, and concise sales letters. Yet, it is important to remember that there is no one-size fits all template for producing successful copy. Practice makes perfect, and only through a trial-and-error process can one master the art of writing a sales letter.