The Sales Letter

The Content of the Letter

The AIDA principles have been used successfully for years. First grab your reader’s Attention. Then stimulate their Interest in your product. Convert this interest into Desire. And finally convince them to take Action. If your sales letter does not have these 4 elements (and in the right order) it will not be as effective as it could be.

Get to the point

Most people will only read the headline and the 1st couple of lines. If you haven’t told the reader what you have to offer within 50 words, you never will.

Sell the benefits not the features

You may be proud of the technology, sophistication, flexibility etc behind your product or service but remember that your reader just wants to know what is in it for him.

Offer something for free

Everyone wants something for free. Offer your reader something for free and with no obligation. Offer free information, a quotation or valuation, a newsletter, a test-drive, a product sample, a seminar. Make it relevant but make it clear it is free, no risk and no obligation.

Include a guarantee

If you can, offer a guarantee with your product. If you can’t guarantee the product, offer a guarantee of your service, delivery or price. A guarantee adds credibility to your offer and helps to convince the more skeptical. Include testimonials Let other satisfied customers sing your praises. Its far more convincing than it coming from you. Quote from letters of satisfaction but remember to get the writer’s permission first.

Make them respond

Don't forget to ask for the order. Always finish your letter with a crystal clear call to action.

Set a deadline

People will put things off if there is no urgency to act. Increase the sense of urgency by setting a deadline to receive some further benefit.

Make it easy

Different people may want to respond in different ways so make it as easy as possible for them. Always include all your contact details (telephone, fax, website, email and full address). Consider options to reduce the cost to the customer (Reply-paid envelope, Freepost address, FreePhone and Local-Rate numbers etc).

A letter must be signed

Ideally you should hand sign the letters using ink. Including a high quality scan of your signature is OK, particularly if it is inky-blue. Never have your letters PP’d by someone else.

PS Always include a PS

Many people will read a PS before they read anything else. Your PS should restate your offer and repeat the call to action.

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