Sales lead generation UK
Write a sales letter that sells
We’ve all heard the phrase "The brochure tells and the letter sells." But how many of us honestly adhere to it?
A sales letter is often your first point of contact with a customer or potential customer, so it is more important than ever that it attracts attention immediately, or it may end up as bin fodder. Use your letter to sell - then follow up by including a brochure, or even better, a call to explain in more detail about what is on offer.
Simple things like making sure that the envelope is addressed correctly will ensure that your letter gets opened. Take time to check names and addresses as this is the shop window to what’s inside.
What is the objective of the letter?
Be clear about your objectives before writing the letter. Are you hoping to make a direct sale? Or perhaps to introduce a "teaser" that will be followed up through another medium, such as a telephone call or through advertising?
All of these variables will have an impact on what language you use and the length of the letter.
Key elements of the sales letter
A good sales letter will have four key elements,
Attention - A good headline will capture your target's attention
Interest - Use the first paragraph to spark interest in your product or service
Desire - Tell them why they want it and what's in it for them
Call to Action - Tell them how to order or what to do next
Headlines and postscripts
Like a press release, the headline in your sales letter should be relevant and succinct, encapsulating the key message. A considerable amount of time should be spent composing the headline and should be considered the ‘advert for the advert.’ Ideally the headline will contain no more than eight words.
In a direct selling letter, the postscript or 'PS' is the second most read part of the text, after the headline. Use it effectively to emphasize the benefit that has been described in more detail in the body text.
Call to action
The best sales letters are informative, credible and should act as a call to action for your target. Help them out by clearly leading them through the process, showing them where to go next, who to contact or what to do to make the purchase. Make your points clearly and emphasize the benefits of what you are selling.
Think about the shape of your letter, give it the same feel as the product you are selling and make it visually attractive - and try not to run on to two pages.
If you are selling a professional service, then the letter should be quite formal and serious. When selling a product, think about using colour and bullet points to break up the paragraphs.
For further details about writing copy, call Steve Mills Marketing on 0118 930 5700.
