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Centaur’s Advice on Sales Letters GENERAL POINTS - Put yourself in the reader’s shoes
- Do research
- Make an outline
- Keep it short and sweet- no more than two pages
- Ask for feedback
- Edit!
Each letter should be tailored particularly for your audience - you want to start a relationship with them as opposed to just anyone
YOUR AUDIENCE Each letter should look like it was written personally for the reader. You want to start a business relationship with them particularly, as opposed to just anyone. The have a particular approach. They have unique concerns, needs, goals - acknowledge it!
Take the time to do research on your ‘target’. Check out their website. Ask for a press kit.
All the time keep the following questions in mind: - What are their goals?
- What do they need to reach those goals?
- How can I help them reach their goals?
- Why might they resist working with my company?
In short, you need to show how they benefit- money, time, quality, opportunity, publicity, training LANGUAGE Try to write as you would speak. This does not mean use slang or be casual. It simply means speak directly and clearly. Conversational style= seems more human and natural as well as easier to understand. - Use clinically proven effective words - free, money, happiness, now
- Avoid jargon- can confuse or frustrate reader
- Avoid slang- too informal
- Avoid clichés – lack power
- Avoid long sentences- aim for no more than two points per sentence
- Focus on the reader not yourself- change ‘I do’ sentences to ‘You will’ sentences
GENERAL ORGANIZATION First paragraph - Say who you are
- Mention any contact you have
- State how they can benefit from working with you- the clearer and closer it matches their goals and needs the more likely they are to finish your letter
- Flatter them slightly- ‘Your company is a leader/innovator in the field... is expanding into exciting new areas… unique approach’ etc.
- Try to develop a ‘hook’ to grab their attention: this could be a rhetorical question, a surprising statistic or quote from an expert or famous person
Second paragraph + - Go into detail about each benefit- if this is too long- break it into separate paragraphs or use bullets
- Make sure you are talking about benefits not features i.e. Don’t talk about how wonderful you are and what you do, instead show the reader how he/she will be wonderful
Penultimate paragraph - Show your credentials (clients, contacts, successes)
- Stress experience, expertise across wide range of projects for a variety of clients
Final paragraph - Reinforce your main message (how you can help them)
- Tell them what you want them to do and when
- Mention that you will follow up this letter with a phone call, e-mail etc.
- Possibly use a P.S. (studies show this is something readers focus on) mentioning any special offer
FORMAT Dense text is off-putting- people are less likely to read your message
Use italics, bold, bullets and headings - Shows relations and importance clearly
- Allows reader to choose which sections they wish to read
Make sure your company logo, website, e-mail, fax etc. are all clearly presented |
