A sales letter is a piece of direct mail which is designed to persuade the reader to purchase a particular product or service in the absence of a salesman. It has been defined as "A form of direct mail in which an advertiser sends a letter to a potential customer." It is distinct from other direct mail techniques, such as the distribution of leaflets and catalogues, as the sales letter typically sells a single product or product line, and further tends to be mainly textual as opposed to graphics-based. It is typically used for products or services which, due to their price, are a considered purchase at medium or high value (typically tens to thousands of dollars). A sales letter is often, but not exclusively, the last stage of the sales process before the customer places an order, and is designed to ensure that the prospect is committed to becoming a customer.

Since the advent of the internet, the sales letter has become an integral part of internet marketing, and typically takes the form of an email or webpage. Unsolicited sales emails are known as spam, although spam typically consists of emails which are much shorter than a normal sales letter. Offline, unsolicited sales letters are known as junk mail.

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                 -----From Wikipedia 

Does your mind go blank when you begin writing a sales letter? Do you have good ideas that somehow don't come together on paper? If so, you're not alone. These are common obstacles many business owners face.

These seven tips can help you write more effective sales letters:

1. Be the customer as you write. This is the most important aspect of a good sales letter, but it's often overlooked. Imagine yourself as the reader of your letter, and write what the customer wants to know--not what you want to say.

You have one page to attract a customer; you'll lose the opportunity if your sole emphasis is on your business. Remember, your customer's main concern is fulfilling his or her needs and desires, not increasing the balance in your bank account.

2. Organize your letter. Sales letters, just like high school term papers, need an introduction, a body and a conclusion. In the introduction, tell why you're sending the letter. The body is your "sales pitch," where you'll explain why your offer is irresistible. The conclusion wraps it up by briefly bringing your points together and asking the customer to take advantage of the offer.

3. Make it easy to read. Many sales letters are thrown away without being read simply because they appear too complicated. Don't let this happen to you. Use the following guidelines:

· Write in a conversational style, just as you would normally speak; formal tones are usually unnecessary in sales letters.

· Use short sentences. Once you start writing more informally, you'll notice your sentences will get shorter.

· Compose short paragraphs. People like to have breaks in their reading. If it doesn't flow smoothly and sound natural, rewrite it.

· Edit and then re-edit your letter. Besides being difficult to read, misspelled words and grammar errors destroy the credibility and effectiveness of your letter.

4. Capture your reader's attention. Headlines are not limited to ads. They can also be used in letters to tell readers something they want to know in a bold way that grabs their attention.

You can also use longer headlines--up to three or four sentences--to present important information. In either case, always make the headline compelling so customers want to read the rest of the story.

5. Get your readers interested. Involve the reader in the letter by bringing it to life with a steady flow of interesting information. Write in an active voice.

Build on your sentences and paragraphs so the reader is encouraged to continue reading. Every sentence needs to be interesting; a reader can become bored quickly.

June Van Klaveren, owner of Compelling Communications, a copywriting firm in St. Louis, recommends including a handwritten note or an arrow in a different color ink to highlight an important fact and retain your reader's interest. "I also include a `P.S.' at the bottom of the letter," says Van Klaveren. "You can count on this and your headline being read because you've piqued the reader's curiosity."

6. Make your readers want your product or service. This is best done by answering the reader's question, What's in it for me? People are bombarded daily with billboards, commercials and direct mail--all trying to sell something. Your letter can stand out by not selling, but offering benefits.

People don't buy products or services, they buy the benefits derived from their purchases. Remember, you're not selling dining room tables; you're selling a joyous haven where families bond and friendships flourish. There's a big distinction between the two approaches.

7. Ask your readers to take action. Potential customers won't know what you want unless you tell them what to do next. If you want them to call you, say that in your letter and provide your phone number. If you want them to visit your facility, invite them to stop by and give them clear directions and specific office hours.

It's also important to urge your readers to take action right away. The longer it takes them to respond, the less likely it is you'll hear from them. If you're running a promotion, offer the special for a limited time. If you only have a few units available, be sure to state that quantities are limited. This generates urgency to follow up on your letter.

Writing Steps 

  The purpose of sales letter is to generate sales, for example, to persuade a consumer to spend some time or money on something.Usually,sales letters are written tactfully, not stating the purpose at the very beginning, since they are directed to customers or potential customers without invitation.

•        To get the reader’s attention or arouse his/her curiosity. You need to think in what way you can win the reader’s favor at the beginning so that he/she is willing to read on.       

•        To arouse the reader’s interest. You need to present convincing evidence to prove  the value of the product or service, so that your reader will develop a deeper and more sustained interest than he/she had at the beginning. At this stage, you are not trying to make the sale, instead, you are paving the way.  

•        To inspire the reader’s desire to buy. Strong interest usually result in a desire to buy the recommended product or service. Make the reader see himself/herself enjoying your product or service.

 

•        To encourage actions. That means confidently asking for the reader’s cooperation and specifying the actions to be taken.

Whilst you can vary and experiment, a good basic structure (obviously following correct name, address and date details) is:

·                   salutation (Dear Mr/Mrs/Ms surname, or DearSir/Madam for extra caution)

·                   headlineor 'banner statement' (optional)

·                   credibilityand relevance statement (mandatory) - you must establish your credentials and explain your relevant capability or proposition - clever wording here enablesyou to wrap the two - credibility and a relevant proposition - into a singlestatement or paragraph

·                   how and why statement (optional) - what re the special characteristics ofyour capability or proposition

·                   suggestionof similar opportunity/application for target organisation (optional but useful normally)

·                   action/followup statement (mandatory) - what happens next - explain

·                   sign-off

·                   P.S.statement (optional - can work well in certain situations -generally avoid using it for senior approaches because it will be seen as gimmicky)

 

Sales introduction letter template example

salutation(Dear...)

The safest way to discover the correct contact details is to telephone the secretary or p.a. Say that you'll be writing, and ask to confirm precise address, name and title details etc. The old convention was to use Sir or Madam if you'd not spoken to the person before, but nowadays it's reasonably safe to use Mr/Mrs/Ms(surname).

headline

If you use a headline or 'banner statement' it must be concise, relevant, impactful,professional, unique, new. Maximum 15-20 words. Generally avoid 'clever' glibad-type slogans. Avoid upper case(capitals) lettering - word-shapes are lost when upper case is used.(People read by recognising word-shapes not individual letters, so don't use upper case anywhere, as it takes longer to read and reduces impact.) Avoid italics, coloured backgrounds and coloured text too - they all reduce readability and impact. Headline should be between two-thirds and three-quarters up the page - where the eye-line is naturally first attracted. Often it's easier to decide on your headline after you've written the rest of the letter. The headline is extremely important -take time to refine it into a really powerful and meaningful statement (or question).

credibilityand relevance statement

Refer to significant and beneficial activities of your company in areas/sectors/industries relevant to the target's business.Technical and complex words help, provided they are relevant and that yourtarget recipient will understand them. Using technical words that are relevantand recognisable to your contact will help to convey that you understand the issues and details from their perspective. Use 'director-speak' - words and phrases that directors use and relate to. Given that most introductory letters avoid mentioning prices many decision-makers find it refreshingly 'up front'and honest - no nonsense - to see clear early indication of financials - if only as a guide. Logically it helps to relate prices or costs to expected returns. Remember that most decision-makers in organisations are fundamentally driven by return on investment. There can be risks in using direct references to the target's competitors, so be careful - it's more acceptable in aggressively competitive markets - less so in more conservative sectors. Use references that you believe are likely to be the most unique and beneficial and relevant, (which is why doing some initial research is useful). Focuson a single theme and result - do not try to list lots of benefits.As a general rule, be specific but not detailed, and be broad but not vague.Ensure your proposition has the WIIFM factor - 'What's in it for me?' - your contact must feel that it's worth his or her time in pursuing some interest or accepting your call.

How and why statement

If you need to explain how the benefits are derived then do so. Keep it general, concise,significant, serious and brief. This is a good place to imply or suggest the uniqueness of your capability. It is useful to suggest or state that your company is 'the only' company able to do whatever you are claiming. Uniquenessis very helpful.

Suggestionof similar opportunity/application

Suggest that similar opportunities or possibilities might or may exist for the target organisation.Don't sell, claim or guarantee to be able to do anything. Understatement is a very useful style. How can you possibly know for sure until you've understood the client's situation?

Action/followup statement

What you will do next - normally that you'll telephone soon/shortly/in due course. Avoid stating a date and time that you'll phone back - it's presumptuous - how do you know your target person will be available then? (In practice if your target is interested in pursuing the issue opportunity then he or she will normally ask the secretary to deal with the arrangements for the next action, and you may not actually need to speak toyour target person on the telephone - secretaries and p.a.'s are powerful people.)

Sign-off

Stick to tradition to be safe: use Yours sincerely if you've started with a Dear Mr/Mrs/Ms (name), and Yours faithfully (if you've started with Dear Sir or Madam).

P.S.

If it fits with the tone and style of thecommunication, a good 'P.S.', used effectively and appropriately, can be a useful way to attract more attention and to add an additional point, especially one of special interest to the prospect, for instance that you will be in their area during a week or month, or a special offer, or the availability of extra pre-sales information at a website, etc. Avoid using this for senior contacts because it can be seen as gimmicky, and generally if in doubt don't use it. Agood letter won't need it.

Sample sales introduction letter/template

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(Company name, address, date and your reference)

Dear Mr Smith

NewFlash Bang Wallop (whatever) System/Solution/Concept

Flash BangWallop is according to (state quotable reputable endorsee) the best new(whatever) for the (state relevant application/territory/time).

(Or substitute some other bold statement of quality/effectiveness which can be supported with a reputable endorsee/user).

Leadingcompanies such as (state quotable endorsees/users) now use Flash Bang Wallop,because they've achieved improvements of (state factual range) and/or savingsof (state factual range).

For a cost equating to (show cost as per day, per user, and/or per team, etc) your staff/customers will (state key unique benefit).

The remarkable Flash Bang Wallop uses (briefly, method/difference/special quality)to:

·                   significantspecific relevant outcome - 1

·                   significantspecific relevant outcome - 2

·                   significantspecific relevant outcome - 3

·                   significantspecific relevant outcome - 4

·                   significantspecific relevant outcome - 5

To test FlashBang Wallop's effectiveness in your organisation, you can arrange a free no-obligation trial now.

I'll call you soon, or please feel free to contact me to arrange it.

Yours sincerely,

(Signature,name, title.)

P.S. You can see more details about Flash Bang Wallop in the (case study example reference details - ideally a website link).

 

Some Don’ts in writing Sales letter

•        Don’texaggerate. Don’t stretch the truth. The reader knows you are taking him/her  for a ride. You fool only yourself.

 

•        Don’t belittle your reader. Be frank and polite. You have to understand that the                person humiliated is never your friend or client.

 

•        Don’t ballyhoo. Thunder is only a big noise; a bolt of lightning gets attention.

 

•        Don’t speak ill of your competitors. Show the reader what you can do,  not what              others cannot do.

备注:下面的视频来自网易公开课上传的Harrisburg Area Community College 的在线课程