Sales Letters

People are inundated with junk mail and other irritating communications. Their attention span has become very short. Attracting potential buyers through letters and bulk e-mail is a real art. This article will provide clues on how to dramatically increase your chances of a response.

1. Target your mailing. Generalized mailings get few responses. Ensure that your message appeals to a narrow audience. If necessary, customize different mailings for subcategories of potential buyers/users.

2. Write your letter so that it appears to be customized for each person. If your letter is too general, it will have little appeal. Readers should feel that it was specifically written to them.

   Example of a personal letter:

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     Dear ______________ ,

   • Thank you for your request for a price on our model. I am delighted by your interest in this product — it shows sound judgement! I am attaching your quotation and have sent, under separate cover, a catalogue with supporting information.

   • As you are a valued client, I want to assist you in any way that I can. Please contact me at any time by phone, fax, or e-mail so that I can give you the personal attention you deserve.

3. A good introduction is critical. Grab the reader's attention quickly. You have seconds between the moment the reader opens the letter and the moment when he decides what to do with it so ensure that the first impression is powerful. Consider starting with

   • a controversial heading

   • a challenging question

   • a controversial picture

   • an appeal to a fundamental urge, such as fear, greed, quiet, a need for exclusivity, a desire for love or beauty

4. Cater to both "skimmers" and "readers." Highlight in bold or color to give skimmers the flavor of the message. But offer sufficient depth of information for readers, who want details before making a decision to go to the next step.

5. Keep the message short. People have limited attention spans, particularly if they have a pile of mail to read through. Eliminate any redundant information that fails to enhance the message.

6. Provide comprehensive information. This objective may conflict with your attempts to keep the message short. Aim for a balance. Remember that long messages are acceptable when they are useful and interesting.

7. Talk to your reader. Your reader should almost be able to imagine you sitting next to him and discussing the issues. To achive a conversational writing style, you may start some sentences with "and" or "but" and end the odd sentence with a preposition. You might even use a fragmented sentence to highlight or emphasize.

8. Provide proof that your product or service is as good as you say it is. Back up your self-praise with statistics and testimonials that deal with key issues of sceptics.

9. Give something free, for example

   • a sample

   • a money-back guarantee

   • a trial at a reduced cost

   • an information booklet

   • a trial offer

   • cost-saving for a certain period

   • an opportunity to be part of a contest or draw

   But ensure that the offer does not cheapen the product or service. For example, ask for something in return such as using the client for future testimonials.

10. Develop rapport. Treat the reader as if you're on the same team.

    • As much as possible, use "we" or "you" in place of "I."

      For example:

      "We both know that ..."

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      Pay compliments. For example:

      "People with your reputation ..."

11. Use strong positive language. Use "will" rather than "could," "can," or "should."

12. Create motivation for the reader to act. Consider

    • imposing a deadline:

      "This offer expires on ..."

    • offering limited quantities:

      "This offer is available for the first 10 callers ..."

13. Make it easy for the reader to contact you. Provide

    • a postpaid reply envelope

    • a toll-free telephone number

    • your e-mail address

14. Use a reference letter to add credibility to your message. The better known the organization and the higher the position of the author, the more effective it will be.

15. Increase the chances of your envelope being opened by using envelopes that are high quality, closed-faced, and size 10. Avoid the use of envelopes with labels, postage metering, illustrations, teaser copy, and corporate logos

16. Use teaser copy on the envelope only if it directs the potential reader to a benefit. For example: "Page 2 will give you 3 free ways to cut taxes by a minimum of 10%!" Avoid teaser copy that gives away the whole story. For example: "Your accountant will wish he got this first!"

17. Keep it simple.

    • Stay away from jargon, words with double meanings, or words that people seldom use.

    • Of every 100 words, aim to have 70 or more of one or two syllables. If this is difficult, look for alternative words in a thesaurus.

    • Keep paragraphs to six lines or fewer.

    • Use short, snappy sentences of no more than 20 words.

    • Keep your use of commas to a minimum.

    • Don't use "and" where you could use a period instead.

18. Stress benefits, not features. Never assume that readers will figure out what the benefits are.

19. Always end with a call to action.

20. Test your copy in two ways:

    • Read it aloud. Listen to yourself. Do you appear to be reading or having a discussion? If it sounds like reading, it is — and it needs to be reworked.

    • Let someone else read it and give you feedback.