A sales letter is a piece of correspondence made to promote a company’s products and services to enhance sales.
The essence of the letter is to write persuasive content that enhances sales. It is written so that existing customers continue patronizing a product while potential customers see a reason to buy the product.
Furthermore, it seeks to expand the brand’s reach or the product sold to customers. Many businesses opt for sending sales letters to their customers because it is one of the less expensive forms of marketing used today. Plus, it is effective and comfortable to implement in a company’s marketing strategies.
This is possible if the sales message is concise and persuasive enough. Additionally, it is great for a company because it reaches an area where a salesperson may not be able to reach and can influence many people simultaneously. Also, it is easy to understand and identify each detail of the product or service that is being promoted appropriately.
Sales Letter Templates
Types of Sales Letters
Business owners write sales letters for different purposes; they may be to promote a new product in an existing series or for upcoming discount sales to promote the company itself. However, we have selected a few types of letters based on their purposes:
Introductory Sales Letter Sample
Download: Microsoft Word (.docx)
Product Update Sales Letter Sample
Download: Microsoft Word (.docx)
Selling Incentive Sales Letter Sample
Download: Microsoft Word (.docx)
Thank you Sales Letter Sample
Download: Microsoft Word (.docx)
Holiday Celebration Sales Letter Sample
Download: Microsoft Word (.docx)
Invitation Sales Letter Sample
Download: Microsoft Word (.docx)
Lost Customer Sales Letter Sample
Download: Microsoft Word (.docx)
Writing a Perfect Sales Letter
You need to have some guidelines to help you appeal to the recipient or the customer you are trying to persuade. As a result, here are some ways to attract the right people for your products, services, and businesses to thrive through your sales letter:
Identify your target audience
For any sales letter or any piece of writing in general, you need to be sure of the recipient to whom you are writing. In other words, you need to know your target audience by doing either a survey, research, or analysis.
For example, if you are writing a sales letter to an IT firm, you need to use Information Technology terminologies that show you are professional and effective in communication.
Write a powerful, engaging headline
The headline is meant to grab the recipient’s attention, so you need to capture the essence of the whole thing in a few sentences. A powerful and engaging headline sets the mood for the sales letter and allows the reader to continue to read. So, you need to find something captivating that will grab the attention of the reader once they see it.
EXAMPLE
If you are looking to partner with a digital marketing company, you can say,
XTZ Software guarantees your business will help you target your audience regardless of the social media platform they use.
Craft an intriguing introduction
An introduction should just be as captivating as the headline so that the recipients can follow every detail you have written. The introduction should draw the reader closer and be an opportunity to sell your idea, product, and service to the reader.
So, you need to find a way to engage them from the first line. If you are asking a question, do not make it easy for them to simply answer “Yes” or “No.” Ensure that you make them probe further into the letter to find the answer.
EXAMPLE
Are you tired of understanding how to break through in the market even with your quality products?
Pose a problem and then give the solution
In your letter, you should pose a problem that the company will probably face or cookies in that industry and create a solution. You need to show that your product or service is the solution that the company needs. For example, a digital company is looking to get the contact information of leads who visit their website. Explain that your company can help generate leads from their engagement on your website and send them their contact information.
State the features and benefits
After you have created the solution to the problem that you have posed, the next thing to do is to show more of the features and benefits of the product or service. So, talk about generating more than 50 leads each week or ensuring the company converts the leads into customers with the service you provide.
Do not worry about the letter length; you can send as many as five to eight pages. So, you have the liberty to list out all the benefits and expand on them. This will allow the reader to picture who you will benefit from.
Include testimonials or stats as proof
One of the best ways to sell your products and services to customers is to include a powerful testimonial. You should choose the shortest but most meaningful testimonial so that people can see how your product works.
Offer an incentive
The incentive you can offer may be a free trial, which is one of the most popular ways companies use incentives. You can also offer gifts to the customers. Readers usually respond more to letters that have an incentive; it shows that you care about them.
Give readers a call to action
It is important to add a message that makes people act. From the get-go, ensure that your intention is to persuade them to act, whether it is to come to a location, call someone, or buy the product. Also, you need to make the call to action easy and set a deadline so that they can have a sense of urgency.
EXAMPLE
Kindly include your email address and website, and we will run a free check on your SEO to improve your Google ratings.
Introduce a timeline for a deal
The letter should ensure that the customers act quickly. Therefore, you can add a limit to the offer you’re giving them.
EXAMPLE
Get 30 days free of social media content calendar planning if you sign up before December.
Add a postscript
This is a great way to connect with customers and appeal to their personal beliefs to improve their business. PostScript, which is usually represented by P.S., is used to remind people of something you had earlier said in the letter. You can use the postscript to remind them of the deals, expiration dates, free trials, and other important information you want them to take “home” after reading the letter.
EXAMPLE
We hope you take advantage of this opportunity to improve your digital marketing strategies and convert more leads.
TEMPLATE
[Your Company Letterhead or Contact Information]
[Your Name]
[Your Position]
[Your Company Name]
[Your Company Address]
[City, State, Zip Code]
[Email Address]
[Phone Number]
[Today’s Date]
[Recipient’s Name]
[Recipient’s Position/Title]
[Recipient’s Company Name]
[Recipient’s Company Address]
[City, State, Zip Code]
Dear [Recipient’s Name],
Are you looking to [solve a specific problem or achieve a certain goal]? At [Your Company Name], we understand the challenges facing [target audience/market sector] today. That’s why we’re excited to introduce [Product/Service Name], designed with your needs in mind.
In today’s [industry/market] landscape, [briefly describe a common problem or challenge your target audience faces]. This not only [describe the impact of the problem] but also [mention another negative outcome]. We’ve seen how this affects businesses like yours, and we’re here to offer a solution.
[Product/Service Name] offers a unique approach to tackling these challenges. With [mention key features or aspects of the product/service], you can [describe how it addresses the problem], leading to [mention the benefits—improved efficiency, cost savings, etc.]. Our solution stands out by [mention what makes your offering unique in the market].
Don’t just take our word for it. [Briefly mention a success story or testimonial from a satisfied customer]. They saw [specific results, improvements, or benefits], demonstrating the potential impact [Product/Service Name] can have on your operations.
We’re confident that [Product/Service Name] can make a significant difference for [Recipient’s Company Name]. That’s why we’re offering [special deal, trial, discount, etc.], exclusive to businesses like yours that are ready to take the next step towards [solution/benefit].
Take advantage of this opportunity to [solve the problem/enjoy the benefit]. Reach out to us by [specific date, if applicable], to [describe the action—schedule a demo, sign up for a trial, etc.]. You can contact us at [phone number] or [email address], and we’ll be happy to get you started.
At [Your Company Name], we’re committed to [reiterate the key benefit or value proposition]. We look forward to the opportunity to partner with you and [mention the positive outcome or improvement]. Thank you for considering [Product/Service Name] as your solution.
Warm regards,
[Your Name]
[Your Position]
[Your Company Name]
[Your Contact Information]
Sample Letter
Dear Ms. Doe,
Have you ever dreamed of waking up to the soothing sound of waves with a breathtaking view of the ocean right at your doorstep? At Sunshine Travel Agency, we believe everyone deserves their slice of paradise, especially after a year as challenging as the last. That’s why we’ve curated the Ultimate Beach Escape holiday package, designed to whisk you away to the serene beaches of Bali, where tranquility meets adventure.
Bali is not just a destination; it’s a tropical haven of untouched beaches, majestic temples, and vibrant cultural experiences. However, planning a trip to such a diverse island can be overwhelming. That’s where our Ultimate Beach Escape comes in, offering you a seamless holiday experience that includes:
- Luxurious Accommodations: Stay in hand-picked, beachfront resorts known for their exceptional service and comfort.
- Customized Adventures: Whether you’re a thrill-seeker looking to surf the perfect wave or someone who finds joy in the quiet of nature, our personalized itineraries cater to every kind of traveler.
- Cultural Immersion: Dive deep into Balinese culture with guided tours that take you beyond the tourist spots, and into the heart of local traditions and lifestyles.
As a valued member of our travel family, we’re offering you an exclusive 15% discount on our Ultimate Beach Escape package. Book by February 28, 20XX, and enjoy additional benefits, including complimentary spa treatments and an exclusive dining experience at one of Bali’s top-rated seaside restaurants.
Ready to escape to paradise? Contact us by March 5, 20XX, to secure your spot under the Balinese sun. Our travel experts are on hand to ensure that your vacation is as perfect as you’ve imagined. Call us at 1-800-555-SUN or email info@sunshinetravel.com to start planning your dream getaway.
At Sunshine Travel Agency, your happiness is our priority. We’re dedicated to creating vacations that not only meet but exceed your expectations, leaving you with memories that last a lifetime. Thank you for considering us for your travel needs. We can’t wait to help you discover the magic of Bali.
Warm regards,
Olivia Ray
Travel Consultant
Sunshine Travel Agency
1-800-555-SUN
info@sunshinetravel.com
Key Takeaways
This letter effectively captures the reader’s interest and motivates action through several key elements:
Engaging Introduction: It opens with a vivid, enticing question that instantly captures the reader’s imagination, painting a picture of an idyllic scenario. This technique effectively hooks the reader’s attention and sets the tone for the rest of the letter.
Clear Value Proposition: The letter clearly outlines the unique selling points of the Ultimate Beach Escape package, emphasizing the benefits of luxurious accommodations, personalized adventures, and cultural experiences. This comprehensive description ensures readers can easily see the value of the offer.
Targeted Offer: By offering an exclusive 15% discount and additional perks like complimentary spa treatments and dining experiences, the letter provides a strong incentive for readers to act. This targeted offer, exclusive to members of the travel family, makes the reader feel valued and more inclined to take advantage of the deal.
Urgency and Call to Action: The letter creates a sense of urgency by setting a booking deadline and encourages immediate action by providing clear contact details. This strategy is designed to prompt the reader to book the holiday package before the offer expires.
Personal Touch: The letter’s warm and friendly tone, personalized address, and signature from a travel consultant add a personal touch, making the reader feel directly spoken to and cared for. This approach helps build trust and a connection between the reader and the agency.
Customer-Centric Approach: It reassures readers that their happiness and satisfaction are the agency’s priority, reinforcing the agency’s commitment to providing exceptional service and memorable experiences.
Overall, the letter effectively combines persuasive writing techniques with a strong value proposition and a customer-centric approach, making it a compelling piece of communication designed to increase bookings and enhance customer loyalty.
Tips to Make a Sales Letter More Effective
Here are some tips that you can follow to make your sales letter more effective and interesting:
Always know your customer by name
Customers are more drawn to an email or message that bears their name. With the amount of information that customers receive daily, you need something to capture their attention. So, you should add, “Dear James or Dear Patricia.”
Elaborate your sales message using subheads
Your letter must be readable, and one way to make this a possibility is by breaking up the text. You want to keep sustaining the reader’s interest by pointing them to what you will discuss in each section.
Constantly connect with the customer
You need to introduce yourself and the product well by giving the customer something that they cannot resist. Use a friendly tie when writing the sales letter. Remember that you are talking to humans with feelings; therefore, do not use slang but be clever and funny.
Use bullet points
This helps the customer see that the product’s features and benefits are clear. Plus, they aid comprehension; by keeping it simple, you avoid ambiguity and confusion.
Use informal language
Use a subtle tone that makes you feel human, since you are conversing with people who are the same as you. Do not use slang, but be clever in your use of words. Let people know that you care about them and their business.
Organize your content
Try to organize your content; let each point flow into the next. An effective thought flow pattern has to be established in each paragraph so that customers can follow.
Include exciting visuals
It would be great to use visuals that are currently trending globally so that customers can easily relate to what you are saying. Plus, do not stuff too many images in the letter but use a decent amount to elaborate on your ideas.
Use a suitable closing
Your closing must carry as much weight as the introduction. The correct use of salutation has to be included in the letter, and you have to ensure that the complete details of the product are added as well. You need to reiterate the essence of your product for their customers’ success. Furthermore, add your name, signature, and position.
Sales Letter Examples
Final Thoughts
A sales letter is one of the most suitable ways of marketing your products personally to customers. It shows that you are deliberate in your actions by appealing to the buying power of the customers. Therefore, you need to be direct and understand the intricacies of persuading the customer through the letter. Finally, edit and go over the letter you write to ensure there is no mistake. You still want to exhibit a high level of professionalism while being subtle and funny.
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