The Incredible Benefits of Writing a Sales Letter
A sales letter is direct mail designed to persuade the reader to purchase a product or service without a sales associate. It has been defined as “A form of direct mail in which an advertiser sends a letter to a potential customer.” It is different from other direct mail techniques as the sales letter typically sells a single product or product line and tends to be mainly textual instead of graphics-based. However, video sales letters have become increasingly popular. A sales letter is usually, but not exclusively, the final stage of the sales process before the customer places an order and is meant to ensure that the prospect is committed to becoming a customer. Because of the direct response nature of sales letters, they can be carefully tested on an ongoing basis to determine which version performs best in customer and sales conversions. Sales letters are usually developed incrementally, with split testing of various elements.
Section 1: The Basics of a Sales Letter
Unlike other types of direct mail marketing, the sales letter is delivered regularly and not during a single sale, so sales letters must be designed to stand the test of time. The goal is to achieve as little turnover as possible so that the prospect will remain loyal to you and your company. While the sales letter will always be a solicitation, this doesn’t mean that you can’t follow other best practices, such as waiting to send the letter until you have a firm commitment from the prospect to order the product or service. Another recommendation is to avoid information that the prospect would find out about when making their purchases. This is particularly true when it comes to home, automotive, and some other categories of goods.
Why You Should Write a Sales Letter
The fundamental reason why most businesses use sales letters is to persuade a potential customer to purchase a product or service, even though this is typically the last step in the sales process. However, even after this point, it is still important to keep selling. This is because there is a direct correlation between high sales volume and making salespeople money. A well-written sales letter can help persuade a prospect to make a purchase, which may only be a small order in the grand scheme of things, but is enough to satisfy your sales effort. Using a sales letter is more important for smaller purchases, especially if you are marketing to a highly price-sensitive customer or a single customer.
How to Write a Sales Letter
Understanding the entire sales process from the customer’s perspective is the first step to crafting a sales letter. An effective sales letter should clearly define the problem that the sales prospect is trying to solve, with minimal product details. Describing it with too much detail will limit the prospects to information overload and may conclude that the solution does not work quickly. A strong sales letter should not merely convey a sales pitch for a product but should also address the prospects’ problems and how the solution will benefit them. Adequate headline words should create a clear goal for the reader: “To help you understand our product and business in a better way.
What Is the Purpose of Your Letter?
For most salespeople and companies, it would appear that a letter is at the heart of a marketing strategy. Yet, the “primary purpose” of a sales letter is just as likely to be to reassure the reader of an issue they’re concerned about. As such, writing a sales letter is similar to the work of a good counselor. Your main objective in a sales letter is to connect with the reader on an emotional level. Because they are writing in the company’s name, they want to talk about them, their feelings and what is important to them. Your job as a sales rep is to ensure that this message is delivered professionally and politely, and you should do this by building an exciting opening. Use words and phrases that relate to the buyer and make the reading experience less confusing.
Who Will You Be Writing To?
The sales letter is usually written to existing customers, prospects, or prospective clients familiar with the company. It is important to target only prospects who are likely to be interested in buying your product or service and make an immediate decision or know whether they are ready to buy. It is also important to avoid writing to individuals who are unlikely to be buying anything. Some ideas for writing a sales letter are: Try out different types of wording – As well as prominent and simplistic descriptions of the product or service, try adding your marketing-friendly spin.
What’s the Goal of Your Letter?
A sales letter generally focuses on the customer’s needs and creates a personal connection by addressing the prospect by name. Thus, it becomes essential to answer the three main questions about the product in the sales letter. What’s the product? (Objective, benefit, and explanation of benefits) What’s in it for you? Why should I buy it? These questions are crucial in determining what the customer needs, the problem it solves, and the customer’s needs and reasons for not buying it before even beginning to address the benefits of buying your product. How to Write a Winning Sales Letter The goal of the sales letter is to persuade the reader to buy the product or service and feel that it is something they need.
Today, most customers have grown comfortable with email, mobile applications, and web pages to purchase from a company. Therefore, the text-based sales letter is fast becoming outdated and largely redundant. That said, the more one looks at the area of sales letters, the more apparent it becomes that they still play a vital role in customer acquisition and engagement. While mobile-oriented communication is far better, text-based sales letters are still used by some companies. This is simply because people are bombarded with information by the various channels available today. Sales letters remain a few channels that remain somewhat discrete and do not carry a message that contradicts their overall message.