Unlike any other letters, a sales letter follows a certain pattern that many business men use for many years. A good sales letter is composed of the Headlines, the Body of the Letter, the Closing, and the Signature of the sender.
Under the headlines, many business men and copy writers put few sub-headlines such as phrases for the headlines, highlighted in red headlines, and eye-catching headlines. The closing part of the sales letter composes of a final suggestion.
The headlines is the most important sentence in your letter. It makes or breaks your campaign. If you are sending the letter as an e-mail, bear in mind that the readers scan the letter.
Hence, it is very crucial that you use a compelling message in your first sentence to make them read further down.
You only have 10 seconds to send the right message.
Most readers do not stay long on one page, unless there is something very interesting that prevents their finger from navigating away from the webpage.
The phrases for the headlines should contain the benefits of your products. It should support the principal headline. If you were able to keep the interest of your readers, your next objective is to make him keep interested with your letter.
You can use interesting question in your supporting headline to stir their thoughts and emotions. In fact, it is here that you establish the problem. You have to create a need for your product or service.
Other sales letters include figures and facts to make the letter factual. Nothing really beats the facts as long as you stick to them.
The headlines highlighted in red contains crucial points of information. Many marketers recommend the red to emphasize the importance of the information. According to many psychologists, it also has positive impact to the readers. The color red converts the message into actions better than any colors.
The eye-catching headlines are the sentences that are written in bold, italics and underline. Sometimes, depending on the tone you would like to set, many marketers use all caps.
A good sales letter aims to add an impact to the message to grab the attention of its readers. You should also be careful with your choice of words.
The body of the sales letter contains the answer to the problem posed in your headlines. This is where you write the advantages that your product offers.
Explain why the readers need your product, that is, if you were able to successfully create a necessity from your product in your headlines. Many successful marketers recommend using the second person because it is really about them. Therefore use “YOU”.
The use of testimonials is also helpful provided that, they are not exaggerated. To incorporate testimonials make the product real and provides invisible evidence to your claim.
The closing part of your letter calls for immediate action. Make it easy and convenient for them by being ready with a previously stamped envelope or order form. You can also include your toll free number, email address or link and your website.
The final suggestion that is mentioned earlier on this article refers to the test given to the readers. Although it is a real challenge to make the reader spend his money on your product, yet it is worth the effort.