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Guide to Writing Sales Letters That Work

From start to finish, focus on the customer's needs

By Holly Ocasio Rizzo

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A sales letter generates sales by persuasion. It provides information about your product or service in a conversational tone, using stories, questions and key points to lead the recipient of your letter to the decision you want him to make. A successful sales letter contains these elements:

It tells rather than sells, letting customers know from their perspective what they can gain from your product or service.
The headline – sales letters always have headlines – focuses on the key benefit you offer.
The closing asks directly for whatever you want the recipient of your letter to do. Do you want a call, an order, a visit? Say so.

Action Steps
The best contacts and resources to help you get it done

Say it with software

For less than $40, you can turn your computer into a writing assistant that creates polished, targeted sales letters.

I recommend: Easy Letters, available as a download or a CD-ROM, includes 2,200 letters you can personalize, plus words and phrases to guide you. Instant Sales Letters allows you to fill in the blanks in its samples, creating letters in minutes.

Enlist a professional writer's help

Some writers and writing services specialize in sales copy of all types, including promotional materials and sales letters tailored especially to your business.

I recommend: The Sales Support Center gives free estimates, charges an hourly rate and provides quick turnarounds. Darn Good Copy offers flexible pricing and product options.

Get it printed and ready to go

Choose high-quality paper and envelopes reflecting the level of professionalism customers can expect from your business.

I recommend: Find printing services and supplies easily at FedEx Kinko's, Staples and Office Depot.

Tips & Tactics
Helpful advice for making the most of this Guide

Sales letters vary in length, depending on what you intend to accomplish with them; selling a product requires more explanation than requesting a call.
Use subheds and bulleted points to attract the receiver's attention.
Write first, then edit.
Ask someone to read your letter to you, and watch for any wording that causes her to pause or stumble. Rewrite those sections.

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Related Resources from Business.com

Recommended Solution Providers

Marcia Yudkin: Sales Letter Consultant

Consultant offering advice, seminars, and speaking on sales letters and other copywriting issues.

National Mail Order Association: Writing Great Sales Letters

Downloadable PDF for purchase that explains how to write effective sales letters.

Wordfeeder: Sales Letter Writing Service

Consultant that will create an emotionally-charged, persuasive sales letter for a client.

Sales Letter Guru: Software

Software program offering templates for sales letter content and creation.

Wave Strategies: Sales Letter Creation Services

Consulting firm that writes and delivers sales letters for clients. Sample letters are available on request.

Best Sites to Learn More

About.com: Sales Letters

Collection of advice-type articles explaining proper content and style in order to create powerful sales letters.

Capture Planning: Tips for Writing Effective Sales Letters

In addition to basic copywriting tips, this site supplies a vast array of articles on creating effective sales letters.

American Express Small Business: Successful Sales Letters

Concise article full of tips on how to create successful sales letters. An explanation on the various categories of sales letters are also provided.

Marcia Yudkin: Sales Letter FAQ

Very detailed advice, in an outline format, that not only provides content and design tips, but explains how to mail the letters or use E-mail or the Internet to publish them. Examples of good sales letters are also provided.

Best Blogs and Forums

Self-Starters Weekly Tips: Discussion Group on Writing Sales Letters

In addition to basic copywriting questions and answers, this forum covers the topic of creating effective sales letters.

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