Copywriting - Sales Letters

One of the most critical items in any direct marketing project, whether it’s direct mail, telephone sales or online selling, is the sales letter. Yet this vital piece is often overlooked, particularly in direct mail packs, by companies and organisations who believe they can simply send out a brochure and expect to get a good level of sales.

Why do you need a sales letter?

The sales letter offers you an opportunity to create a dialogue with your customer and expand on the benefits of your product or service. The sales letter is the equivalent of a salesperson who sells door to door. By creating a relationship and setting up a dialogue with your customer, the sales letter helps you deliver your message powerfully and persuasively.

So, how do you turn your letter into a 'salesman in print'?

There are a number of techniques which will help you to write powerful and persuasive sales letters. Many of them are included in my booklet ‘How To Make More Money From Your Mailings’ which is available to download FREE of CHARGE click here.

Here are a couple of techniques to point you in the right direction.

1. Use a headline

Many people ask why you should put a headline in a letter. After all, you wouldn’t include a headline in a letter you write to a friend. But the headline in a sales letter is a simple visual device to grab the attention of the reader and explain the main benefit of your offer. For that reason, it’s important to put a lot of effort into writing headlines.

For every sales letter you write you may need to construct 5 or 6 headlines before deciding which one to test first.

2. Ask questions.

When writing a sales letter it’s important to get yourself on the reader’s wavelength – and the easiest way to do that is to ask a question. Why? Well, we always want to engage the customer and asking a question is a powerful way to do that. After all, the human mind always, always answers a question that’s put to it.

Let me give you an example. If you are selling printer cartridges, you might ask the question, “Are you paying too much for your printer cartridges?”. The response doesn’t really matter, but what is inevitable is that the reader’s mind will answer the question. And that’s what is important. We are programmed to answer questions. A simple question engages the mind of the reader and forces a response.

3. Write 'Killer Copy'!

What makes the difference between a successful promotion and a so-so promotion?

How can you be sure to get maximum return from your mailings?

Often it’s that ability to put together ‘killer’ words or phrases that appeal to your customers’ subconscious or emotional side that makes the biggest difference. Most businesses spend too much time explaining the features of their latest product, rather than detailing the customer benefits of buying and using it.

With more than 25 years experience in writing hundreds of sales letters and leaflets for direct mail campaigns, advertisements, inserts and catalogues, you can rely on DMS to get it right for you.

If you would like to use my copywriting skills to improve your own marketing material, please click here to send an email to me and outline your requirements, or call me on 01803 875522. I'm always happy to have a chat!

Copywriting sales letter samples

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