Whether you run a B2C or B2B small business, you’ve inevitably had to write a sales letter. A good sales letter should be in the tone of the person writing it—never “sales speak.” Write the way you talk so the recipient can get to know you and hopefully follow up on your letter.
What to say in your sales letter depends on where you are in the sales process. Are you introducing your business or following up on a sales call? Were you referred to the client or did you get their contact information from an online form they filled out? Whatever the case, you want to start by making it clear why you’re contacting them in the first place. Here are five other tips for writing better sales letters for your business.
1. What’s the benefit?
Consumers want their problems solved, so you need to address their concerns right off the bat. Make sure they know you’re qualified and that you understand their problem. Whatever product or service you are selling, address the emotional benefit, as well. Whether customers want to be wealthy, healthy, good looking, popular or feel secure, your sales letter must make them feel that what you sell can do that for them.
2. Make it worry-free
Most consumer worries come from thinking a product or service is either too expensive, too time-consuming, or too much hassle. Remember, you’re trying to make their lives easier, not give them more work. Convey how easy your product or service is to use.
3. Make it obligation-free
Customers want to know they have a way out of their contracts, subscriptions, or purchases. Make it clear there’s nothing to lose if they give you their business, even if it’s just for a trial period.
4. Be the expert
Why should potential customers believe you can solve their problems? Briefly state your credentials and list other satisfied customers who can vouch for you.
5. End with a call to action
Don’t sign your letter until you’ve asked your prospect to call for more information, click over to your website or redeem a coupon. According to BlueHornet, 72 percent of consumers sign up for emails because they want to get discounts; luring them with discounts can prompt action.
Even though most sales letters these days are sent by email, don’t forget the appeal of a hand-written letter. With so many emails crowding consumers’ inboxes, a snail mail sales letter will leave a lasting impression they’re not likely to forget.
About the Author: Jeff Reinstein is the CEO of Premier Business Centers. He has helped the company grow from 9 to over 70 locations since he joined the company in 2002. He loves outdoor activities such as fishing, surfing, and mountain biking.