23 Effective Sales Letters | How to Write (Examples)

A sales letter is direct mail intended to convince customers to buy your products or services. It differs from other sales promotion techniques, such as leaflet distribution and catalog delivery, in that this letter usually sells a single product or product range.

The objective of this letter is to show a customer how your product benefits them. When the buyer thinks of fulfilling their needs, the idea of a purchase that will only result in sales is less important.

Understanding Sales Letters

A brilliantly written letter is one of the most common ways for companies to reach out to potential customers. It’s important to remain focused on your key goals while writing it.

The following are the objectives of it:

• It aims to convince the reader to buy your product. Your primary purpose in writing it is to capture your reader’s interest. Starting your letter with a persuasive title or fascinating story is an effective tool for capturing your reader’s attention. 
• New product and service introduction and promotion. When you release a new product, you should include it in this letter to notify your readers.
• To reach out to prospective customers. Your opening sentence should ideally tackle a possible issue or need and suggest a possible solution. When writing your opening statement, use an active voice and address prospective clients by name whenever possible. Common greetings will put off customers who want a more personalized approach.
• Market expansion. It keeps clients up to date with your company’s products and services, even when expanding.

Free Examples

Introductory Sales Letter Template 01

Beauty Product Sales Letter Sample

Consulting Sales Letter Sample

Electronic Equipment Sales Letter Sample

Vacation Club Sales Letter Sample

Shoes Sales Letter Sample

Introductory Sales Letter Template 02

Cleaners Sales Letter Sample

Cards Invitation Sales Letter Sample

Introductory Sales Letter Template 03

Magic Loans Sales Letter Sample

Study Plan Sales Letter Sample

Call Center Sales Letter Sample

Banking Corporation Sales Letter Sample

Property Sales Letter Sample

Introductory Sales Letter Template 04

Introductory Sales Letter Guide

Electric Company Sales Letter Sample

Selling Incentives Sales Letter Sample

Gen X Store Sales Letter Sample

Advantages of a sales letter

In addition to increasing sales and introducing your product, it is less expensive, reaches several customers simultaneously, reaches customers where a salesman can’t, is more convenient and efficient, and helps customers understand your products better.

Types of Sales Letter

They are often used together with brochures in advertising or as one of the introduction pages online.

There are various kinds:

• Introductory letter
• Product update letter
• Selling incentive letter
• Thank you letter
• Holiday celebration letter
• Invitation letter
• Lost customer letter

Prewriting Checklist

Writing is an essential skill that benefits your company significantly.

Below are a few things to do before writing it:

• Identify target audience- To get to know your potential clients, make a list of your sources and who they are. Understand who is purchasing your product, and who you are sending your letter to, and tailor your document to them.
• Know customers by name- It is advisable to address customers by name on the envelope and in your letter of sale. A letter addressed to “Dear Joanne” conveys much more information to your lead than one addressed to “Dear Potential Client” or “Dear Sir/Madam.”
• Format of the letter- Before you start writing it, write down its format on a separate piece of paper so that it can flow smoothly.

Writing a Sales Letter (Format)

A well-crafted letter of sales will help you reach potential customers to introduce and promote your products to them. In this section, we have elaborated on what to include in your letter.

A highlighted headline

Its headline should spark the reader’s interest. The headline aims to make them want to discover more. A well-written headline prepares the foundation for a successful letter. You can make it stand out by centering it and using a big, bold, or brightly colored font. Ensure you use the right words to get the customer’s attention right away.

Interesting introduction

This is the first paragraph. The introduction contains information about the product or service. It also informs the reader about the cost, quality, savings, and other relevant information. Your introduction could include a query. It can present a problematic situation, and you can then give a solution.

Subtle subheads

Subheads for your document should be written in such a way that helps break up your letter into parts. Use subheadings to summarize each line, welcome the reader to that section, and keep them reading your letter until the end.

Connect constantly

Use a close, friendly tone to connect with your potential customer as much as possible. Maintain this tone in your letter. It will have a more significant effect if you write it as if the customer/client is a friend rather than a company trying to get customers to buy stuff.

Pose the problem

Tell your potential customers what you are selling first. The trick is to convince them that they need your product or service. Pose a possible problem,

Therefore, when writing this part of your message, visualize yourself as a potential customer.

Suitable solution

Now that you have given a problem scenario, remember to provide a solution for it. In the example above concerning cockroaches, you could say,

Focus on features

Continue to emphasize the product’s benefits and usability. Stating the features will keep your letter’s momentum going, and the customer will read it to the end. Why is your commodity superior? How would it benefit the consumer directly?

Convincing customer testimonials

Customer testimonials can be a powerful sales tool if you have them. They add credibility to you and your product while also assisting your consumers in expressing what they like about it. Use testimonials lightly and keep them brief. Some of the best testimonials are those that are shorter in length. A testimonial is an acknowledgment from a customer that your product has benefited them.

Offer an incentive

A free trial or a special gift are just a few examples of incentives you can use to attract interest in your product. Using an incentive increases the effectiveness of your letter since you’re giving them something special only for the people who receive it.

You could say,

Add a postscript

A postscript is an important note that should be included in your letter. You may use the postscript to save important information until the end to inform people that a deal will expire on a specific date or reveal any relevant information you want to leave people with as a final thought. 

Sales Letter Example for Different Scenarios

Analysis

These letters showcase different approaches to business communication tailored to various contexts, each aiming to engage and inform the recipient effectively.

The Introductory Sales Letter from Bright Solutions Ltd. introduces a new product, the SmartHome Hub, highlighting its features like universal compatibility, enhanced security, and energy efficiency. It grabs attention by presenting a solution to common problems and incentivizes action with an exclusive discount offer. This letter is adept at explaining the product’s benefits and encouraging potential customers to take advantage of a timely opportunity, making it an effective tool for product promotion.

The Thank You Sales Letter from Pinegrove Outdoor Equipment Co. extends gratitude to a customer for their purchase, emphasizing the product’s quality and offering tips for optimal use. It reinforces customer satisfaction by providing added value through care instructions and a discount on future purchases, fostering loyalty and encouraging repeat business. By inviting feedback, it also opens a channel for customer engagement and continuous improvement.

The Business-to-Business Sales Letter from Innovatech Software Solutions targets a professional audience, outlining the benefits of their StreamlinePro software. It addresses specific business needs like operational efficiency and decision-making, offering a solution that promises cost reduction and productivity improvements. The detailed explanation of features and the offer of a demonstration underline the product’s value proposition, aiming to establish a partnership based on mutual growth and success.

Each letter is crafted to fit its purpose, from introducing a product and thanking a customer to proposing a business solution, demonstrating the versatility of sales letters in engaging different audiences.

Tips for an Effective Sales Letter

The following tips will help you develop a well-written letter that will land you many customers and keep your existing customers loyal to your company.

• Use friendly language- Simple, straightforward sentences and paragraphs make you seem more human. A pleasant tone will allow consumers to relate to your message and shift their attention away from selling.
• Keep the customer in mind- Write your letter from the perspective of a customer. What will your customer want to hear? How will your products benefit them?
• Organize your content- Ensure your ideas flow from start to finish. There should be an introduction, a body, and a conclusion in your letter. You can jot down the format on a separate piece of paper for reference.
• Include exciting visuals- Aside from the written content, visual aids are a vital aspect of your letter. The two complement each other. Keep concepts that are straightforward and applicable to recent trends.
• Use bullet points- Use bullet points instead of lengthy, repetitive sentences when stating facts about your product, features, benefits, and so on. Bullets also help visually break up the letter, making your letter more appealing to your customers.

Frequently Asked Questions

Final Thoughts

A sale letter is often the last stage before the client places an order and is intended to ensure that the possibility of becoming a client is guaranteed. It has been part of internet marketing since the rise of the internet and usually takes the form of an email or web page. Before writing it, answer several questions, such as how helpful your product is and how better your deal or product can enable people to live. These questions can also help you write your letter get to the important aspects and determine what can be included in your letter based on popular questions a customer will have.

About This Article

Authored by:

Jill Newman

Business Writing | CPA (Certified Public Accountant), MA in English, BS in Business Administration/Accounting

Jill Newman is an expert in business writing with a wealth of experience in the field. As a Certified Public Accountant (CPA) in Ohio, she has accumulated over 20 years of accounting expertise. Throughout her career, Jill has worked in various capacities, including public accounting firms, nonprofits, and educational institutions. Alongside her accounting background, she has actively honed her communication skills through her academic pursuits, holding an MA in English. Jill has also gained valuable experience in writing through various writing jobs and teaching roles. Her diverse skill set and passion for effective business communication make her a trusted resource in the field.