Most salespeople are always looking for ways to increase sales and attract new customers, while keeping current clients engaged.
One of the most common ways to get and keep the attention of new and established customers is to write appealing sales letters that not only deliver calls to action but also instil confidence in your clients.
Here are some tips for drafting a dynamic letter sure to increase your sales:
Content is King. When it comes to crafting a sales letter that attracts customers, content is King. That means you should focus your attention on only including information that is useful and interesting. Give them a reason to read your letter and don't bore them with specifics that have nothing to do with your primary message. Customers need to know what's in it for them. Deliver impressive content that informs, interests and appeals. They're your audience and it's your job to win them over.
Be clear and concise. When composing an effective sales letter, it's important to keep your audience in mind. Your letter should be clear, concise and understandable. Use familiar language and don't talk down to your reader demographic. For instance, although you may use more technical, sophisticated language within your company for your products or services, unless your customers are familiar with that technical jargon, leave it out of your sales letters.
Impart the information you want them to know by using clear words and concise, uncomplicated sentences. Get to the point and tell your customers what you want them to know without using long, cumbersome words or rambling paragraphs that stray from the point.
Use active, persuasive language. Sales letters should always use active language that is persuasive and delivers a call to action. Use words that stand out and make an impression.
For instance, "select" and "grab" are two different words. If you are trying to impress upon your customers that the current discount on your services is set to expire within a week, use language that conveys that urgency. Instead of writing "Select your vacation package today," you might use "Grab your discounted vacation getaway today!" Both sentences urge customers to pick a package and buy it today but the latter adds a sense of urgency.
In addition, the word "getaway" evokes a certain image in people's minds – that of relaxation and pleasant leisure time. Be sure the words you use in your sales letter are persuasive and conjure up the proper images you intent to convey. What kind of images are your words bringing to mind? Think about that before you use them.
Keep it uncluttered. Finally, when it comes to writing an engaging sales letter, don't clog things up by using fonts that are distracting or images that pull your customers' attentions away from the main message. Save graphics and photos for another time; if you have to use a graphic, use only your company's logo or slogan. Otherwise, keep your letter as clean, professional and unencumbered from distracting elements as possible. Your sales letter's language should be the primary focus – not the colour of the paper, fancy fonts that are hard to read or garish images that cheapen your message. The old adage "keep it simple" is a good rule to follow here.
It may take a little time to learn the method for writing a sales letter that will draw more customers to your company but, once you get the hang of it, it will be worth it. In the end, the key to garnering the most responses is to be concise, clear and engaging in your content.
About the author: Bev Sninchak is a veteran freelance writer interested in many subjects, from mastering social media strategies to Facebook recruiting.