| Despite the variety of new marketing methods | | | | page, finish the sentence, and keep reading. You |
| available today, the sales letter remains one of | | | | can also use this technique on successive pages. |
| the most effective means of delivering a | | | | - Keep your copy on track. You're not writing a |
| powerful selling message. A well-written sales | | | | novel, but your main idea should be a thread that |
| letter is simple, personal, easy-to-read, and | | | | weaves through the whole letter. At minimum, |
| effective. | | | | present your theme on page one and end on a |
| While sales letters are something of an art form, | | | | similar note on the last page. |
| you can write an effective sales letter by | | | | - Call for action. Quickly restate the main points of |
| following a simple, step-by-step formula: | | | | your offer and ask for the response you want |
| - Consider using a headline or "Johnson Box." Not | | | | clearly and directly. Restate information on |
| every sales letter will have these elements, but | | | | involvement devices, motivators, incentives, etc. |
| they are ideal for telegraphing your offer or a | | | | Restate the big benefit. |
| clear benefit statement. Just remember that they | | | | - Make response easy and clear. How should the |
| make your letter look less personal and more like | | | | reader respond? Give your toll-free number. |
| advertising. | | | | Explain the ordering process one-two-three. |
| - Use an appropriate salutation. Personalization is | | | | - Guarantee your offer. Assure the reader that |
| best when you can do it. Otherwise, use a | | | | there is no risk. State your guarantee in strong |
| salutation that connects with the reader as closely | | | | terms. This should directly follow your call to |
| as possible. "Dear Friend" is safe but general. "Dear | | | | action. |
| Cat Lover" is more targeted and specific. If you're | | | | - Stress urgency. Why should the reader respond |
| mailing to a business audience, use the | | | | now? Is it a limited-time offer? Are supplies |
| occupational or professional title. | | | | limited? Are prices going up soon? Give a logical, |
| - Make your first sentence short and | | | | sensible, and honest reason why this is the best |
| attention-grabbing. Don't waste time with a long | | | | time to respond. And be clear about what will |
| windup before your pitch. Involve the reader | | | | happen if the reader does not respond. Mention |
| immediately. Make a startling statement. Start an | | | | the lost opportunity or the consequences. |
| interesting story. Hit an emotional hot button. Or | | | | - End the sales letter when you're finished. Just as |
| just state the offer and get to the point. This last | | | | your letter shouldn't have a long windup at the |
| approach is often the best tactic and offers the | | | | beginning, it shouldn't prattle on at the end. End a |
| least room for error. Then the sentences that | | | | letter as bluntly as it began. Often this is a quick |
| follow can expand on this first sentence to pull | | | | restatement of your instructions for responding |
| the reader into the body copy. | | | | or a simple "thank you." |
| - Present your offer on page one. If you don't | | | | - Have the right person sign your letter. Your |
| give your offer in the headline or first sentence, | | | | sales letter should be signed by the |
| you should put it somewhere early in the sales | | | | highest-authority person available or by someone |
| letter text. The better your offer, the earlier you | | | | relevant to the reader. Ideally, the signature |
| should mention it. Be clear and specific about what | | | | should be in blue ink. (Hint: Consider how the |
| your reader will get by responding. | | | | signature looks. Does it suggest confidence and |
| - Make the body of the sales letter work hard. | | | | believability, or is it shaky and uncertain?) |
| Once you've grabbed your reader's attention and | | | | - Use your P.S. effectively. The postscript is one |
| generated interest in your offer, follow | | | | of the most-read parts of a sales letter. It should |
| immediately with benefits, details, word pictures, | | | | present an important message, a prime benefit, a |
| testimonials, and proofs to eliminate doubt. | | | | restatement of the offer, a reminder of the |
| - End the first page in the middle of a sentence. | | | | deadline, a sweetener, or whatever you feel is |
| Whether it's curiosity or an urge for closure, | | | | most effective in this prime spot. Some call the |
| cutting a sentence in two at the bottom of a | | | | P.S. a headline at the end of the letter. Ideally, it |
| page helps encourage the reader to turn the | | | | should be short, about one to three lines. |