How to Write a Direct Response Sales Letter

A direct response sales letter has a short shelf life. An effective letter begins in a way that successfully draws the customer to continue reading. If the opening headline fails to grab the reader's attention, the wastebasket will. Write clearly with focus on the purpose of the letter to get a higher response rate.

Things You'll Need

• Stationary
• Toll-free number
• Return form
• Postage
• Envelopes

Instructions

1. Capture the reader's attention with a thought-out headline. Provide specific information concerning the one important benefit or importance of the product or service offered. Include optional subheading or bullet points if needed.

2. Open the sales letter with reasons why the reader needs your product.

3. Explain the special offer in a sentence or two. Perhaps it's free or no money down.

4. Follow with a list of benefits gained from examining or trying the product.

5. Write clearly the details of the sales offer. Include what the reader gets, any cost or commitment and effective dates with expiration.

6. Offer the product's guarantee to alleviate customer concerns. Possibilities include free examination or a free trial for a specific number of days.

7. Tell the reader how to respond to the letter. Consider as possibilities a toll-free number, reply card or an acceptance form to detach. Include a self-addressed stamped envelope for any returning correspondence.

8. End with a "P.S." that restates key benefits.

Tips & Warnings

• Think short when you write the sales letter. Short sentences and paragraphs ease the reader's navigation through the pitch. Dumb down the language to appeal to a broader audience.

• Subheadings provide clarity of thought and bullet points enable quick understanding of what you're saying.

• Add endorsements early in the letter.

• Choose appropriate stationary and different size fonts from the main heading down to the bullet points.

• Use a conversational tone throughout the letter.

• Communicate effectively by understanding the potential customer or the person that uses products similar to yours.