Bill Bartmann, business coach, says a good sales letter is essential for any business that relies primarily on sales. You are relying on being able to bring people to your way of thinking so they will be willing to use your product, service or in some other way hire you. This means you need a sales letter to send out to your prospective clients.
But do you know what to really have in a sales letter? A sales letter has to be as good of a representation of you as you are; therefore, you need to be sure it's written correctly to make someone read it and give you a chance, instead of just tossing it aside.
Grab and Hold the Reader’s Attention
Bill Bartmann's tip #1 to sales letters is that you want make sure that you can grab the attention of those who are reading it. Start by giving them a good reason to read on. For example, if your sales letter is to promote financial advising services, you may want to open with a simple phrase that lets the reader know why they need your service, such as 'One in three people are losing money on their retirement investments and won't have the money to support themselves in their golden years. But we can help…"
This type of thing helps people realize immediately that they may be one of the people your product can help.
Focus on the Main Points
Bill Bartmann's tip #2 to sales letters is to stick to the points. Make all the important sales points you need to without rambling. Consider using bullet points to talk about features of a product. For example, if you are selling specialty pillows, you may want to make a list of reasons people would like to purchase them such as:
Why are our pillows better than the others on the market?
Created especially for those with neck ailments
Let them know why this is what they want and need, hitting all of your sales points in rapid succession.
Bill Bartmann Keeps it Simple
While you may be proud of your business and want to be able to explain all the intricate workings of it to your customers so they can be just as proud, they really don't need to read all of that and they won't. Remember the KISS method (Keep It Simple Stupid). While you may be excited about your business and all its details, that may not be as exciting to them, and you don't want to lose them by bogging them down in information they don't need.
Read and Re-read
Before you send a sales letter out, be sure to read and reread it to assure it says what you want it to. More sales letters go out with typos and mistakes that could have been averted if you had just read it over a few times before sending it.
Bill Bartmann is a nationally acclaimed business coach and founder of the Billionaire Business System, a series of books and seminars that teach you what you need to know running a business. Bill Bartmann has provided real business guidance to thousands of entrepreneurs to help them succeed in business, even during tough economic times.