How to Write an Effective Sales Letter

By eHow Careers & Work Editor

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Writing an effective sales letter may sound like an easy task, but there is a science to it. A sales letter needs to state more than "Buy our product. It's great." Knowing your prospect, using case studies and issuing a call to action are key elements of any good sales letter. Using these time-tested methods will keep your sales letter out of the circular file and turn more prospects into customers. Follow these steps to learn more.

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Instructions

Difficulty: Moderately Easy

Step1

Target your prospects. Think about what they want from your product or service. Relive conversations with them. Write down a back-story or list of your current customers' interests and concerns. By drawing up a psychological profile of your customers and potential customers, you will be able to understand their needs and how to fulfill them.

Step2

Appeal to the reader's emotions. Offer them solution to a problem. Tell them what you can do for them. A sales letter often starts with a question and the remainder of the letter proceeds to answer that question.

Step3

Design the letter for maximum visual impact. Folks are bombarded with junk mail, email newsletters and advertising solicitations all day long, and most of it is discarded as quickly as it arrives in their mail slot or in box. By using a professionally designed logo and formatting your letter with a professional template, you increase your chances of holding your prospect's interest.

Step4

Personalize your sales letter. Even if you have a large mailing, take time out to include a personal greeting. People are more apt to read your letter if you address them as an individual, not just another nameless prospect.

Step5

Use examples and case studies. Explain product benefits and feature testimonials or success stories from other customers. This lends credibility to your statements. You are not just making hollow promises. You have facts to back up your claims.

Step6

End with a call to action. Tell the reader what they should do next, like call or email. Including an incentive, like a discount or free gift, is another effective method you can use at the very end of your sales letter.