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How To Write A Killer Sales Letter

Anyone who has every done sales knows, that it is a tough field to be in. Writing a sales letter is also a tough thing to do for the best of sales people, but writing a Killer sales letter is even tougher. Many sales managers spend hour wondering why they can’t get their sales letter just right.

It really isn’t that hard if you think about this way, “put yourself in your customers shoes and ask what benefit would I get by reading this sales letter?” Remember that word “benefit” which should be the focus of your letter. Many sales people take bits and pieces of information from here and there and create a sales letter that is just that “a sales letter”. They literally throw every sales pitch they ever learned on people and then they get what they deserve, instant rejection.

A sales letter should not be an introduction of your product or company. Every word is important in the sales letter so do not waste a single one, which might distract your potential customer’s attention. They are not interested in the features of you product but an offer could be a “benefit” (there is that word again) to them. Think from the customer’s point of view and ask yourself why should I read the letter? Is there any “benefit” or offer to me which cannot be refused? Can you convince me that it is really an offer I can’t live without?

The header or the headline is very crucial to any sales letter. It should be targeted directly to the customer, it should pose a question that requires further investigation. Your header should not pose questions that can be answered with a “yes” or “no” answer, they should require further reading to identify which mistakes the author is referring to. Titles that promise solutions to your customers needs are the best.  Such as “How To…” or “10 Keys to …” are usually a safe bet and effective.

The headline should not be more than a line, so try to be as specific as possible but with maximum affect. Nobody has time to read each and every letter in this fast paced era of instant gratification. If you are not able to convey your message to the audience in the first few seconds, then you have lost those customers.

Now, having made a good effort with the heading, it’s the time to work on the body of the letter. You need to maintain the level of enthusiasm that you created in the customer’s mind with the heading. Once again it is important to remember to not to focus on features of the product you are trying to sell but on the “benefits” it has for your customer. Things like how much money it is going to save them and how it would affect their lives should be mentioned.

Make them realize how they can’t live without your product. 90% of sales is emotional, people buy because they want to make their life better, want an answer to that long standing problem they have had.  They want to gain more time in the day, and make their lives easier. If you can show them how your product can achieve these things, you have a good chance of making the sale.

Remember, a person reading your sales letter will constantly have questions in mind as to how this will benefit them, So be ready to clear those doubts and answer the questions. Have testimonials that talk about the questions others had and how your product solved those problems for them.

Do not forget to prompt your audience to take action. If it is an email, prompt your reader to click on a link to act now or provide a contact number if it is a direct mail. Also remind them again that if you don’t act now you will forfeit the offer as the offer is for limited time only or only 100 more available. Make them feel a need for urgency to buy now!

Once you are done with the letter, one of the important parts of the sales letter is P.S. Many people simply read the beginning and end of the letter. So, try to convey something that will prompt them to go back to the letter and read it. It will be a perfect end to your killer sales letter.

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Do You Know Your Clientele?

If you design a website you think will attract clients, but you don’t really know who your customers are and what they want to buy, it is unlikely you won’t make much money. Website business is an extension or replacement for a standard storefront.

You can send emails to your existing clients and ask them to complete a survey or even while they are browsing on your website ask them to complete your survey. Ask them about choices they want to see. Why do they like your products?  Are your prices consistently lower than others? Is your shipping price cheaper? Do you respond faster to client questions? Are your product descriptions better? Your return policies and guarantees better than your competitor’s?

To know your customer you can check credit card records or ask your customer to complete a simple contact form with name, address, age, gender, etc. when they purchase a product.

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