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The lifeline of most businesses is sales. If your business is unable to reach
its target sales for several years, chances are your business might close sooner
or later. Without ample sales, a business would find it very hard to sustain
itself. Therefore, it is imperative for any company to attract as much people as
possible to buy its products or contract its services.
There are many ways to promote your goods or services. You could opt to
advertise using the different media available today, such as television, print
or even the Internet. Sending sales letters, whether through the post or the
Internet, is one technique that many companies use because of its effectivity in
helping boost sales.
If you want to take advantage of such a tool, however, you need to know its
vital components. Making a sales letter is easy, even your 10-year old child or
niece can do it. The hard part is actually creating a sales letter that will
effectively provide you and your company actual sales. Here are the important
elements of an effective sales letter:
1. Very interesting headline
The reason why newspaper headlines are big, bold and interesting is to attract
people to buy the papers. The same is true for sales letters. You not only need
to highlight your headline by using a font that is bigger and bolder than the
rest of the body of the letter, but you also must make it interesting and
compelling.
In sales letters, the headline will almost always be the one that will hook your
potential customers to read the rest of the letter. Headlines that work usually
give a promise, such as a discount or money back agreement, or a very compelling
benefit, such as a guarantee that your product will work 100%.
2. Short but substantial background of your company and product
People usually buy from the people and companies that they trust or that their
friends or family trust. One way of establishing trust is by giving your
potential client a background of your company and product. Consumers usually do
not trust those who do not mention their background and contact information.
You also need to discuss, to some extent, the service or product that you are
offering. Is the product safe, effective, natural? In case of services, are your
employees qualified or experts in their field? These are examples of the things
that possible customers are interested in.
3. Facts, figures and testimonials
Another way of establishing credibility, both for the goods that you are
offering and your company, is by incorporating fact, figures and even
testimonials in your sales letter. It would be better if you could get someone
that your target customers know and can relate to. Results of poll or research
studies are also good information to add. However, be sure that the figures that
you will be providing will highlight the superiority and excellence of what you
are offering.
4. Various benefits the product and your company can offer
Nowadays, consumers demand value for every cent they spend. Thus, if you want
the recipient of your letter to consider your product, you need to show him or
her the benefits that he or she will get from the product from your company.
Will the customers be able to buy the product at a discount? Does the product
provide various uses? Can the client get extra perks or gift items from buying
from you? These are just some of the things that your potential clients will be
looking for.
5. Promises and guarantees you can keep
If you already mentioned a promise or guarantee in the headline, you need to
reaffirm it in the body. Will you provide a refund if the customer was not
satisfied with your product? Do you provide warranty on parts and services for
certain number of years? Do you have a customer service number that is available
24 hours a day?
6. Specific period of time
In order for people to feel required or obliged to buy your product the soonest
possible time, you need to give them a specific period or time frame to avail
themselves of the discount, gift or promo.
7. Add a post script
Post scripts are really intended for busy people who do not like to read long
letters. If you put a post script that is as strong as your headline, people
might be inclined to read the whole letter, and even buy your product.
8. Giveaways and gifts
An effective sales letter usually comes with a freebie. If you are sending your
sales letter via post, make sure your free item is something that will be useful
to your potential client. You don't really have to give very expensive items, a
refrigerator magnet or a pen will do. Just make sure that the free gift has the
name of your company and your contact information. If you are sending a sales
letter via electronic mail, you could probably offer a free e-book or free
subscription to your newsletter.
Mario Churchill is a freelance author and has written over 200 articles on
various subjects. For more information on
copywriting
or becoming a copywriter checkout his recommended websites.
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