A Step-by-Step Guide for Writing the Perfect Sales Letter

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Author: Dean Rieck

Despite the variety of advertising formats and technologies available today, the letter remains one of the most effective means of delivering a powerful sales message. It's simple, personal, easy-to-read, and effective.

Of course, results always depend on proper execution. So here are a few basics for writing the perfect sales letter:   

• Consider using a headline or Johnson Box. Not every letter will have these elements, but they are ideal for telegraphing your offer or a clear benefit statement. Just remember that they make your letter look less personal and more like advertising.

• Use an appropriate salutation. Personalization is best when you can do it. Otherwise, use a salutation that connects with the reader as closely as possible. "Dear Friend" is safe but general. "Dear Cat Lover" is more targeted and specific. If you're mailing to a business audience, use the occupational or professional title.

• Make your first sentence short and attention-grabbing. Don't waste time with a long windup before your pitch. Involve the reader immediately. Make a startling statement. Start an interesting story. Hit an emotional hot button. Or just state the offer and get to the point. This last approach is often the best tactic and offers the least room for error. The following sentences can expand on this first sentence to pull the reader into the body copy.

• Present your offer on page one. If you don't give your offer in the headline or first sentence, you should put it somewhere early in the letter text. The better your offer, the earlier you should mention it. Be clear and specific about what your reader will get by responding.

• End the first page in the middle of a sentence. Whether it's curiosity or an urge for closure, cutting a sentence in two at the bottom of a page helps encourage the reader to turn the page, finish the sentence, and keep reading. You can also use this technique on successive pages.

• Keep your copy on track. You're not writing a novel, but your main idea should be a thread that weaves through the whole letter. At minimum, present your theme on page one and end on a similar note on the last page.

• Make the body of the letter work hard. Once you've grabbed your reader's attention and generated interest in your offer, follow immediately with benefits, details, word pictures, testimonials, and proofs to eliminate doubt.

• Call for action. Quickly restate the main points of your offer and ask for the response you want clearly and directly. Restate information on involvement devices, motivators, incentives, etc. Restate the big benefit.

• Make response easy and clear. How should the reader respond? Give your toll-free number. Explain the ordering process one-two-three.

• Guarantee your offer. Assure the reader that there is no risk. State your guarantee in strong terms. This should directly follow your call to action.

• Stress urgency. Why should the reader respond now? Is it a limited-time offer? Are supplies limited? Are prices going up soon? Give a logical, sensible, and honest reason why this is the best time to respond. And be clear about what will happen if the reader does not respond. Mention the lost opportunity or the consequences.

• End the letter when you're finished. Just as your letter shouldn't have a long windup at the beginning, it shouldn't prattle on at the end. End a letter as bluntly as it began. Often this is a quick restatement of your instructions for responding or a simple "thank you."

• Have the right person sign your letter. Your letter should be signed by the highest-authority person available or by someone relevant to the reader. Ideally, the signature should be in blue ink. (Hint: Consider how the signature looks. Does it suggest confidence and believability, or is it shaky and uncertain?) 

• Use your P.S. effectively. The postscript is one of the most-read parts of a letter. It should present an important message, a prime benefit, a restatement of the offer, a reminder of the deadline, a sweetener, or whatever you feel is most effective in this prime spot. Some call the P.S. a headline at the end of the letter. Ideally, it should be short, about one to three lines.

Copyright © 2003 Dean Rieck. All Rights Reserved.

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Dean Rieck is an internationally respected copywriter, designer, and consultant specializing in direct marketing. He is president of Direct Creative, a full-service creative firm that helps businesses increase sales and generate leads through effective direct response advertising. For free access to direct marketing articles, tips, and tutorials, visit www.DirectCreative.com.