Direct Response Marketing


Sales Letters

A sales letter is a letter used to communicate the benefits of your products/services.

A sales letter can be a solo letter or the introductory piece of a direct-mail package that contains multiple sales pieces.

A persuasive sales letter can be one of your most effective marketing tools, allowing you to speak one-on-one to prospects and clients.

As you probably know, it’s estimated 97% of all sales letters go into the trash. That said, it’s important that your sales letter gets read and is effective in order to be part of the 3% of letters that stay on the prospects desk.

Your sales letter has two functions. The first is to introduce your company and your products/services and the second is to direct the reader to action.

A well-written persuasive sales letter can be a thing of beauty. It's your voice. Your one-on-one communication. Your salesperson. Your pitch. And in many ways, the most important element in any direct mail package. I typically spend as much or more time writing and editing the sales letter as on everything else combined.

Successful sales letters are personal. These letters read as though the writer of the letter is having a one-on-one conversation with you. When you read the letter out loud, you see it comes across as spoken language, not the boring English of formal business correspondence

Readers will generally look at the first paragraph first. If they are still interested they skip down to the signature block and the P.S. If you strike a chord with the reader, they will go back and read the balance of your letter.

So, start budgeting in your marketing and advertising plans from $500 - $1,500 a month to create and distribute your sales letters. Done right sales letters will add profits to your bottom line.