How to Write an Engaging Sales Letter

Face it, most sales letters will get thrown away without a second glance. But here at Acquirent, we know that if the right sales letter falls into the right customer’s hand, it might just produce a lead. Companies need to remember one thing about sale’s letters—they usually won’t end in a sale, but that’s okay.

A great sales letter will do a few things:

  • Get customers to open it
  • Spur on a customer’s interest (even if they don’t act right away)
  • Create a lead
  • Potentially end in a sale

These objectives won’t happen all of the time, and a great sales letter might only prompt one of the above, but as your local outsourced sales group knows, it’s the small steps you take that will eventually lead to big wins.

With that in mind, consider the following steps next time you draft a sales letter:

  • Focus on the benefits of your product, not its features: Potential customers will only want to know about the features of a particular product/service if they’ve already decided it will benefit them in some way—not before.
  • Bold, italicize, color, or re-size important text to grab attention: Even interested customers probably won’t read your sales letter from top to bottom, so you need to make the important sections standout. Use the listed attention-grabbers sparingly. You want customers to see these sections, but you don’t want to overwhelm them with too much obtrusive text.
  • Always have a call to action: To turn potential leads into sales, you have to offer potential customers an easy “calls to action.” Make sure you’ve included a pre-paid postage reply card and instructions for next steps. Customers won’t take action if they have to work for it.

There are dozens of different tips you could use, but implementing the above tactics is a great place to start. If you’re looking for more helpful tips like these or just want to get some Evanston sales training, get in touch with your friends here at Acquirent.

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