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Sell Your Clients with a Strong Sales Letter
Dave Thomas, Knowledge Level: All Levels, Keywords: sales, client, pitch
If you are trying to get the attention of a present or potential client, what you have to say in your sales letter will go a long way in determining whether you are successful or not.
With businesses trying to land new accounts in a teetering economy, the sales letter plays an even more important role. Write a good one and you鈥™re one step closer to potentially landing a client. Pen a bad one and you can likely kiss that client goodbye.
In order to put together a quality sales letter, take these factors into consideration:
路 1. Know your audience 鈥" The first and most important aspect of putting together a quality sales letter is to know who you are writing for. Do your research, gain insight on the individual or group whose attention you want, and craft your letter towards their interests and needs;
路 2. Get their attention 鈥" With any good sales letter, the key is obviously to get the recipient鈥™s attention. In order to do that, your opening needs to be strong and convincing. Face it, why should they or anyone else waste their time reading a letter that initially doesn鈥™t grab their interest? Look for the opening to either keep the reader鈥™s interest or lead them to file it in the trash can;
路 3. Continue the conversation 鈥" Once you have an individual鈥™s attention after the opening, you need to be convincing through the heart and ending of your pitch. Given that you don鈥™t want a long and drawn out letter, make your points and then get out. If your sales pitch goes on and on, you will lose the reader鈥™s attention;
路 4. Lastly, end your sales pitch with a bang. While the opening and heart of the letter are important, you want to leave the individual with something to remember you by. A weak ending will transcend into your letter either landing on a pile of letters or in the trash. Make the reader want to contact you about how your products and/or services can assist them.
As for the style of the letter:
路 1. Keep your sentences and paragraphs to the point. Do not have run-on sentences and be sure to check for grammar issues. Nothing cries out bad sales letter more than having typos, etc. in the copy;
路 2. Don鈥™t try and impress your client with big words, etc. Keep the document simple so that the reader doesn鈥™t need a master鈥™s degree to understand;
路 3. Bullet points can work well in order to break up copy and make certain areas stand out;
路 4. Use subheads when appropriate to highlight key areas and to give the copy a little break;
路 5. Finally, don鈥™t have a letter that looks too crowded. If there is too much information or imagery attached to the letter, the reader鈥™s interest could very well wane;
While you may feel like your sales letter is the best thing going, don't get a big head.
Be sure to have one or more individuals review the letter for errors, substance, etc. Despite spell check, it is very easy for errors to creep into the document, so don鈥™t be ashamed to have others look it over.
With a strong sales letter, you and your business can be on the way to completing the deal.
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