Think direct mail is an outdated sales tactic?
Sales Letter in Business Communication: Format, Advantages, Types, Tips
Think again. From boxed balloons to 3D puzzles, there's no shortage of creative ways to format your mailers -- but the most important aspect of your letter is what you say and how you say it. Below, I'll share tips on writing eye-catching copy, hitting on the most important value props, and completing the mailer with attention-grabbing visuals. Select one pain point, feature, or benefit, and lead with that message.
Here are some examples:. If they only read one thing on the mailer this should be the copy that stands out and sticks with them. To check if your message will confuse your average prospect, ask someone outside your business to read your primary message without context. Keep your message focused on specific, easy-to-understand value propositions.
If you're sending the mailer to prospects who aren't familiar with who you are or what you do, capitalize on the moment to educate them. Keep this explanation brief and bulleted, and limit each talking point to one sentence. For example, an educational section about our HR recruiting business might read:. For example, our corporate cleaning company might say:. If you do, you risk overwhelming your audience by making them choose which if any of your calls-to-action they want to pursue.
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This mailer should do the thinking for them by leading them easily to a next step. In this case, asking the reader to visit the website is the most realistic next step. To take that next step, however, your audience needs incentive -- usually a promo code or free gift.
Lack Of Targeting
For example, our cleaning service might offer a free fridge cleaning if the prospect books before the end of the month. Increase fear of missing out by putting a deadline on the offer. If a prospect must use your promo code by the end of the month, they'll be more likely to act immediately. Think your customer might have trouble redeeming the offer?
How to write a $1,000 sales letter (that sells at all times of the day)
Include instructions and a visual aid on your mailer. Keep things simple and purposeful. Once your prospect picks up the mailer, you only have a few seconds to convince them not to drop it in the recycling bin. Make it easy for them to understand your offer in three-to-five seconds, and do this by adhering to the tips above. Social proof is always a good idea. Keep quotes between two and three sentences long, and edit when necessary.
Always ensure you choose a quote that actually says something. If the rest of your flyer talks about your car dealerships knowledge, unparalleled five-year warranty, and huge selection of new and used SUVs, your prospect might be confused by a testimony from "Liz" who found the motorcycle of her dreams at your dealership. Has your local business bureau rated you 1 for customer service? Have you cleaned more than businesses this year?
Include those numbers in your mailer. Numbers break up text and attract your reader's eye. Plus, it's another way to prove your value. Begin the letter with something will catch the reader's attention immediately. Sales letters also often include an offer to encourage customers to try the product. It's important that these offers are clear and provide a useful service to the reader.
Finally, it's becoming increasingly important to provide a brochure along with your sales letter providing details about your product. Share Flipboard Email.
Kenneth Beare has taught English and English as a second language teacher since Updated March 28, Thomas R. Smith Drivers Co. Olympia, WA Richard Brown President.
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There are three main goals to achieve when writing sales letters:. Try to grab your reader's attention by:. Offering a solution to a problem that the reader may have. Are you having trouble This is why it is important to have At X, we have the skills and experience to May we stop by and offer you a FREE estimate of how much it would cost to If so, give us a call at X and set up and appointment with one of your friendly operators.
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