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

Free Customizable Introductory Sales Letter Template 01 for Word Document

Free Professional Beauty Product Sales Letter Sample for Word Format

Free Professional Consulting Sales Letter Sample for Word Format

Free Professional Electronic Equipment Sales Letter Sample for Word Format

Free Professional Vacation Club Sales Letter Sample for Word Format

Free Professional Shoes Sales Letter Sample for Word Format

Free Customizable Introductory Sales Letter Template 02 for Word Document

Free Professional Cleaners Sales Letter Sample for Word Format

Free Professional Cards Invitation Sales Letter Sample for Word Format

Free Customizable Introductory Sales Letter Template 03 for Word Document

Free Professional Magic Loans Sales Letter Sample for Word Format

Free Professional Study Plan Sales Letter Sample for Word Format

Free Comprehensive Call Center Sales Letter Sample for Word File

Free Comprehensive Banking Corporation Sales Letter Sample for Word File

Free Comprehensive Property Sales Letter Sample for Word File

Free Customizable Introductory Sales Letter Template 04 for Word Document

Free Customizable Introductory Sales Letter Guide for Word Document

Free Comprehensive Electric Company Sales Letter Sample for Word File

Free Comprehensive Selling Incentives Sales Letter Sample for Word File

Free Comprehensive Gen X Store Sales Letter Sample for Word File

    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.


    A letter without a headline will confuse a reader as they will not know what your letter is about. Therefore, it is important to know its format before you start writing it.

    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.


    An example of a headline is:

    Have problems with stains? We have a solution for you.

    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.


    “For only $15, you get an LED lamp that has a Bluetooth speaker as well. It is an affordable option compared to buying a lamp and a Bluetooth speaker separately. This purchase will save you money and at the same time light up your room while listening to your favorite music.”

    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.


    The section below contains all the features of our products:
    (write the features.)

    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.


    Address your customers by their names, use informal language, etc.

    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,


    “Are cockroaches infesting your kitchen?”

    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,


     “Our bug sprays are 99.99% effective in killing cockroaches and other bugs and will leave a pleasant smell afterward.”

    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?


    “Our detergent removes stubborn stains from your walls and leaves your house smelling fresh all day.”

    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.


    “The skin cleanser I acquired from XYZ really helped with clearing my pimples.”

    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,


    “When you purchase any product from our company, we will include a $20 gift voucher for Walmart.”

    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. 

    Template for Sales Letter

    [Your Company Logo]

    [Your Company Name]

    [Your Company Address]

    [City, State, Zip]

    [Email Address]

    [Phone Number]


    [Recipient Name]

    [Recipient Address]

    [City, State, Zip]

    Dear [Recipient Name],

    Introduction: Highlighting the Problem or Need

    Have you ever noticed how [describe a common problem or need related to your product/service]? It’s a challenge that many face in [context or industry], and finding a reliable solution can often seem out of reach. At [Your Company Name], we understand this issue deeply, which is why we’ve developed [Product/Service Name] designed to [briefly describe the solution it provides].

    Body: Presenting Your Solution

    [Product/Service Name] stands out in the market for its [mention unique selling points or features]. Here’s how it can make a difference for you or your business:

    [Benefit 1]: [Briefly explain how this benefit solves the problem mentioned above].

    [Benefit 2]: [Detail another advantage, focusing on the value it adds].

    [Benefit 3]: [Describe a third benefit, tying it back to the reader’s needs or desires].

    Proof Elements: Building Credibility

    Don’t just take our word for it. [Include a customer testimonial, a case study summary, or any awards/recognition your product/service has received]. These stories reflect the trust and satisfaction experienced by those who have chosen [Product/Service Name], showcasing the impact it could have for you too.

    Special Offer: Creating Urgency

    To make it even easier for you to experience the benefits of [Product/Service Name], we’re offering [describe any special offer or discount]. This offer is available for a limited time until [Expiration Date], ensuring you get the best value when you decide to take action now.

    Call to Action: Encouraging a Response

    Ready to [solve the problem/benefit from the solution]? Visit our website at [Website URL], or contact us directly at [Phone Number] to learn more or place your order. Our team is ready to support you in making the most out of [Product/Service Name] and to answer any questions you might have.

    Closing: Reiterating the Value

    At [Your Company Name], we’re committed to [briefly restate your mission or the core benefit of your product/service]. With [Product/Service Name], [reiterate how the recipient’s problem is solved or need is met], and we’re excited to help you achieve [specific goal or outcome].

    Thank you for considering [Your Company Name] as your partner in [achieving a specific goal or solving a problem]. We look forward to the opportunity to serve you and witness the positive changes that [Product/Service Name] will bring to your [life/business].

    Warm regards,

    [Your Name]

    [Your Title]

    [Your Company Name]

    [Contact Information]

    Sales Letter Example for Different Scenarios

    Introductory Sales Letter Example

    This type of letter is written to introduce a business or a product to a customer. It also demonstrates how the product or service will benefit the customers.

    Dear Valued Customer,

    We hope this letter finds you well. At Bright Solutions Ltd., we continually strive to innovate and provide our customers with products that not only meet their needs but also exceed their expectations. Today, we are thrilled to introduce our latest breakthrough in home automation: The SmartHome Hub.

    The SmartHome Hub is the result of years of research and development, designed with your comfort, security, and convenience in mind. This state-of-the-art device seamlessly connects and manages all your smart devices at home, from lights and security cameras to thermostats and entertainment systems, all through a single, user-friendly interface.

    Why The SmartHome Hub stands out:

    • Universal Compatibility: Whether you’re using products from different manufacturers or various models, The SmartHome Hub brings them all together, offering unparalleled compatibility.
    • Enhanced Security: With advanced encryption and continuous monitoring, rest assured that your home’s security is in good hands, keeping your personal information safe and your home secure.
    • Energy Efficiency: Automate your home’s energy consumption with The SmartHome Hub’s intelligent scheduling features, reducing your monthly bills and contributing to a greener planet.
    • Voice Control Integration: Effortlessly control your home with voice commands through integration with Alexa, Google Assistant, and Siri, making your home smarter and your life easier.

    As a token of our appreciation for your continued support, we are offering an exclusive 20% discount for pre-orders made by April 30, 2024. This is a limited-time offer exclusively for our valued customers like you.

    To pre-order The SmartHome Hub or to learn more about how it can transform your home, please visit our website at www.brightsolutions.com/smarthomehub, or contact our customer service team at (555) 890-1234. Our team is ready and eager to assist you with any questions or to provide further information.

    Thank you for your trust in Bright Solutions Ltd. We are excited to embark on this new journey with you, enhancing your home’s intelligence and your quality of life. Don’t miss out on this opportunity to be among the first to experience the future of home automation with The SmartHome Hub.

    Warm regards,


    Jessica Ray

    Head of Sales

    Bright Solutions Ltd.


    (555) 890-1234

    Thank You Sales Letter Example

    You write this letter to thank the customers for supporting your business. It shows the customer’s worth.

    Dear Michael Thompson,

    On behalf of the entire team at Pinegrove Outdoor Equipment Co., I want to extend our heartfelt thanks for your recent purchase of the Summit Hiking Backpack. We are thrilled to have the opportunity to serve your outdoor adventure needs and are confident that you will find your new gear to be a reliable companion on your journeys.

    At Pinegrove, we pride ourselves on crafting high-quality, durable outdoor equipment that meets the rigorous demands of nature enthusiasts like yourself. The Summit Hiking Backpack is designed with both functionality and comfort in mind, ensuring that you can focus on enjoying the great outdoors, whatever the weather or terrain.

    A Few Tips for Your Summit Hiking Backpack:

    • Care and Maintenance: To ensure the longevity of your backpack, we recommend hand washing it with mild soap and warm water after extensive outdoor use. Allow it to air dry away from direct sunlight.
    • Optimal Use: For the best experience, adjust the shoulder and waist straps to evenly distribute the weight. This ensures maximum comfort during long hikes. Additionally, make use of the waterproof cover stored in the bottom pocket for rainy adventures.
    • Support: Remember, our customer service team is always here to assist you with any questions or concerns you may have about your purchase.

    As a token of our appreciation, we’ve included a 15% discount on your next purchase inside your package. We hope this helps you gear up for your next adventure!

    We would love to hear from you about your experiences with the Summit Hiking Backpack and any adventures it accompanies you on. Your feedback not only supports our mission of continuous improvement but also helps the Pinegrove community of adventurers make informed decisions about their gear.

    Thank you once again for choosing Pinegrove Outdoor Equipment Co. We look forward to being a part of your outdoor adventures for many years to come.

    Warmest regards,


    Alex Johnson

    Customer Relations Manager

    Pinegrove Outdoor Equipment Co.


    (555) 654-3210

    Business-to-business Sales Letter Example

    The purpose of this letter is to sell products or services to other businesses. These letters are more detailed and focus on how the offering can solve a business problem or improve efficiency.

    Dear Mr. Clarkson,

    I hope this letter finds you well. In today’s fast-paced business environment, staying ahead of operational challenges is key to sustaining growth and profitability. At Innovatech Software Solutions, we understand the complexities and demands that companies like Efficiency Enterprises face. It is with this understanding that we have developed our flagship product, StreamlinePro, an all-encompassing software solution designed to enhance operational efficiency and drive business growth.

    StreamlinePro is the culmination of extensive research and development, crafted to meet the specific needs of businesses seeking to optimize their operations. Our software integrates seamlessly with existing systems to provide real-time data analytics, automate routine tasks, and facilitate smoother communication across departments. The result is a significant reduction in operational costs, improved decision-making, and enhanced productivity.

    Key Features of StreamlinePro:

    • Automated Workflow Management: Streamlines operations by automating routine tasks, allowing your team to focus on strategic activities.
    • Advanced Data Analytics: Offers insightful analytics that enable informed decision-making by predicting trends and identifying operational inefficiencies.
    • Seamless Integration: Compatible with existing systems, ensuring a smooth transition and minimizing disruption to your business operations.
    • Scalable Solutions: Designed to grow with your business, providing scalable solutions that adapt to your evolving needs.

    We are confident that StreamlinePro can bring about a transformative change in the way Efficiency Enterprises operates, offering not just improvements in productivity but also a competitive edge in your industry. We would be delighted to arrange a demonstration at your convenience, allowing you to see firsthand the potential impact of our software on your operations.

    As a gesture of our commitment to supporting businesses like yours, we are offering an exclusive introductory discount for early adopters of StreamlinePro. We believe in building long-term partnerships and are keen to support your journey towards operational excellence.

    Thank you for considering Innovatech Software Solutions as your partner in growth. We are looking forward to the opportunity to discuss how StreamlinePro can meet your needs and exceed your expectations. Please feel free to contact me directly at (555) 908-4567 or via email at sales@innovatechsoftware.com to schedule a demonstration or for any further information.

    Warm regards,


    Laura Bennett

    Head of Business Development

    Innovatech Software Solutions


    (555) 908-4567


    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

    How long should a sales letter be?

    To make it effective, keep it to about one or two pages.

    How many words should a sales page have?

    A sales page should be five hundred words maximum. You can provide enough information on a product at this length.

    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

    Jill Newman
    Authored by:
    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.

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