How To Write A Sales Letter That Will Make You Rich

April 7th, 2009 Posted in Business Monitoring and Reporting, Close Sales, Creating Sales Opportunities, Getting Referrals and Testimonials, Making Sale, Offline Marketing, Presenting

How To Write A
Sales Letter That Will Make You Rich

Firstly, you and I already know that your letter is like a salesperson. Therefore it
must sell something . . . and it must sell it well. The line of thought you should
follow is the same as you would use if you were describing your proposition to
someone face-to-face . . . so here’s what to do before you start writing.

Audio-tape yourself or your best sales people whilst making a sale or answering
a customer query about the business and its products.

Have these tapes transcribed and highlight all the great phrases, selling points,
reasons why and benefits the customer will get, and number them in order of
importance.

Next you pull out all the letters from your sample file which relate most closely
to what you are going to write about and the first thing you write is . . .
the Headline!

This is followed by the first page of your letter, which is the most critical. The
headline and the opening paragraph sells the reader into reading the rest of the page.
If they read past the first page you are halfway to making a sale—or an appointment
or whatever.

•  Here’s a sample of an opening that proved successful . . .

Are you embarrassed by your backyard?

Dear backyard neglecter
If you’ve been thinking about cleaning up your
backyard—landscape it, and get rid of the dirt
that gets into the house . . .

The offer in this letter?   Free Backyard Landscaping Audit
Valued at $90 Plus
Free report “12 Secrets Of Better Lawn Care”

• Here’s one from an office supply company to accountants and some others . . .

“Tax returns found on the rubbish tip.
Accountant loses Licence”

Dear Fellow Professional

Headlines like these are the last thing your practice needs . . .

The offer in this letter?  Free 3 Month Trial On A New Shredding Machine.

 #

Announcing: Once in 4 years, 2 day Furniture
Stock Clearance sale!

Save 24% to 68% on over $870,000 worth of furniture to be liquidated
within 2 days.

Dear Customer
My accountant hit the roof last month. Apparently we are so heavily
overstocked that unless I can clear at least $600,000 worth of stock
from our Springwood store . . . my bank could close me down . . .

The offer? Dining suites normally $1,499 on sale for $699. Save
$800!

 #

We thought of ending it all until we saw your name
in one of our receipt books (computer files,
filing cabinets, etc.)

Dear Past Customer

No, I am not about to commit suicide, but I
would deeply regret it if I allowed my partner to
throw your name out with the receipt book,
during our spring office clean up.
Since you’ve been to our store and made a
purchase once before – we’d like to see you
back . . .

The offer?   A $20 gift voucher or a free meal or an item of merchandise or . . . whatever, to get them back.

Regards

Now, I want you to pay a special attention to the layout of all those letters.
See how easy they are to read? Short paragraphs; one line paragraphs; lots of
sub-headlines, etc. You should copy this format because it works and works and
works. It’s reader friendly and easy on the eyes. It flows from paragraph to
paragraph. So don’t re-invent the wheel, follow what is already proven to work.

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