How To Create High-Converting Sales Letters

If you're someone who has been looking to directly connect with potential customers and increase your sales, you've definitely come across the term sales letter. But what is a sales letter, and how can it help you expand your business?

“Sales letters are a form of direct mail designed to persuade the reader to take some specific action, such as purchasing a product or service, requesting more information, or signing up for a newsletter," says Bob Bly, author of “The Copywriter’s Handbook”.

In this blog, I will explain what a sales letter is, why it is necessary, and how to write one that produces results.

In today’s fast-paced world of digital marketing, where people’s attention spans are fleeting and heavy competition persists, a well-crafted sales letter can become a powerful tool to help transform how you engage with potential customers and drive conversions.  

Keep reading to learn how to make the most out of sales letters!

What is a sales letter?

A sales letter is a direct marketing tool that is designed to attract leads to your product or service. It highlights the advantages of your brand and how customers can benefit from using your product or service. They allow businesses to form a personal connection with current or potential customers.

Each type of sales letter has a different purpose, but they all share the common goal of driving action, whether that’s a purchase, an inquiry, or a follow-up. By understanding the specific needs of your business or campaign, you can customise your sales letter for maximum effectiveness.

Two main categories of sales letters are:

• Solicited sales letter: These are written in response to inquiries related to sales.
• Unsolicited sales letters: They are also called "Cold Turkey” letters. These are original sales messages and not written in response to queries. 

The main purpose of a sales letter is:

• To reach out to leads to persuade them to make a purchase.
• To expand your business.

Typical sales letter topics are:

• To provide an introduction of your brand to a lead who has filled out a web form.
• To provide an existing customer with a discount for their loyalty.
• To announce a new range of products.

Advantages of a sales letter:

• Cost-effective way of marketing
• Customisable for a specific audience, thereby increasing the chances of reaching interested target audience
• Educates customers about the benefits of a product or service

What are the key components of a sales letter?

• Addition of a personal touch: Write as if you’re directly speaking to one customer, even if the sales letter may be read by multiple people.
• Narrate a story: People tend to love stories no matter what age or gender they belong to. If your letter can help the customer picture their life with and without the product and enable them to recognize the perks of having the product in their life, you’ve succeeded.
• Usage of simple and easy-to-understand language: Using straightforward and simple language to convey the complexities of your product is a necessary skill no matter how knowledgeable your customer base may be. Also, ensure that the style of your sales letter aligns with the writing style on your other social platforms.
• Highlights your USP: What makes your product or service stand out in the market? Your Unique Selling Proposition (USP) states exactly this.
• Contains a call to action: The CTA tells the customer the next steps to take if the sales letter captured their attention. This could involve anything ranging from requesting a presentation to scheduling a meeting.

What is the format of a sales letter?

Here’s a common structure that is often followed while writing a sales letter. It can vary according to the kind of sales letter that is being written. Sales letters are flexible in nature and you can make some tweaks of your own wherever and whenever necessary.

• Sender’s information
• Date
• Receiver’s information
• Salutation
• Introduction
• Body
• Testimonials or case studies
• Offer (includes discounts, testimonials, and incentives)
• Call to action
• Closing
• Signature
• Post Script 
• Contact information

How to write a sales letter?

• Begin with a swoonworthy headline: As legendary advertising pioneer David Ogilvy rightly says, “Once you’ve penned your headline, you’ve already spent 80% of your marketing dollar.”
  The headline of a sales letter is extremely important and should be catchy enough to grab the customer’s attention and make them want to read further.

• Incorporate a well-styled design: A well-styled letter has better chances of being read than a messy one. Incorporate a clean design to increase the chances of customers reading your letter till the very end.

• Add short but informative content: Keep the sales letter short and highlight all the key information. Use bullet points wherever necessary.

• Address objections smartly: A high-converting sales letter is a strategic response to objections. Think about it- if a customer hesitates to buy a product, it is because they have a set of objections in mind. The key lies in discovering these common objections that hinder conversions by conducting surveys and engaging with your audience. And, then, answer these objections within your sales letter. But, you’ve to be clever about it. Use testimonials, case studies and statistics to do so.

• Personalization is the way to go: Instead of addressing your customer with phrases such as ‘To whomsoever it may concern’ or ‘Dear customer’, greet your customer with their names saying ‘Hey Lisa’ or ‘Greetings, Mel’. This will make the customer feel more seen and maximise the chances of them engaging with you sooner. This is especially useful if this customer has been loyal to you or if you need to ask for a referral.

• Enhance your customer development skills: Consistently work towards understanding your customer’s pain points, aspirations and objections. This knowledge will allow you to refine your sales letter to align with their needs.
  A great resource for improving your customer development skills is the book titled  “The Mom Test: How to Talk to Customers & Learn if Your Business Is a Good Idea When Everyone Is Lying to You.” This book provides valuable insights with regards to asking the right questions and generating useful feedback.

What are some examples of sales letters?

1. Promotional Sales Letter

Promotional sales letters are written to promote a new product or service or special discount.

2. Consulting Sales Letter

In this kind of sales letter, you become your product. The purpose of this letter is to convince the company or organization that you are the right fit for the role and that you will help enhance their sales strategies and processes.

You can make the sales letter more appealing by mentioning as many success stories as possible.Also, highlight your communication skills.

3. Sales Introduction Letter

This acts as the first communication between the sales rep and the lead. They’re usually very short and are more general in their approach.

4. Product Launch Sales Letter

When the company launches  a new product, this kind of sales letter is written to create awareness about the same.

5. Thank You Sales Letter

A thank you sales letter is written to express appreciation and gratitude towards a customer for making a purchase.

6. Inquiry Sales Letter

 The inquiry sales letter is written in response to a customer’s query about a product or service.

7. Selling Incentive Sales Letter

This kind of sales letter is written with the aim to encourage a prospect to make a sale by offering a great deal or incentive.

8. Follow-up Sales Letter

This kind of sales letter is intended for those prospects who have previously shown interest but have not purchased a product or service.

9. Referral Letter

These sales letters are written to request an existing customer to refer a friend, family member or colleagues involved in business.

Why is a sales letter important?

A sales letter is crucial because it is a straightforward and effective communication tool that helps companies interact with potential clients, emphasise the advantages of their goods or services, and motivate them to take action.

A well-written sales letter offers key advantages such as:

• Captures attention
• Builds trust 
• Promotes benefits
• Creates a sense of urgency
• Drives conversions

What are some sales letters samples?

📩 Sales Letter for a Special Offer or Discount

📩 Follow-Up Sales Letter

📩 Product Launch Sales Letter

📩 Referral Letter