A sales letter is a form of business letter that aims to convince the recipient to buy a product or a service. In other words, a sales letter is a communication tool that embodies the sales talk a marketer should do to call prospective customers to action.
Through the years, businesses all over the world have been feeling the impact of intense competition. Many companies are formed every month all across the globe, especially in the ever-expanding Internet, where it is estimated that a start up firm is established every hour.
Thus, companies are swooning and are literally battling it all out to get customers. If a company fails to come up with an effective marketing strategy, it would be endangered because competitors would literally strip it off of business.
The rising competition across all industries is ultimately benefiting the consumers. Because there is an influx of companies, people can choose which one best suits their needs and offers the best products at the most reasonable prices.
If a company has a good brand, high quality standards and novice purposes, it should get to the intended consumers. But given the very intense competition scene today, it must first struggle to attract the prospective clients’ attention.
It is in this need that the popularity of the sales letter is becoming inevitably sound. There are lots of tried and tested marketing and advertising schemes, but still, many companies are not satisfied with results so they hire personnel to compose and distribute sales letters.
The purpose of sales letters
The ultimate sales letter is the one that is attaining its purpose. And every sales letter has generally a single purpose. That is: to persuade people to buy a product or a service.
Purposely, sales letters should use the most effective words and sentences to create a good and lasting impression to the reader, who is considered a prospective client. Turning that prospect into reality would not be a hard challenge if the sales letter would only stick to the basic and necessary elements of an effective sales letter.
For one, an ultimate sales letter should aim to be direct to the point. It should directly address the recipient into buying the product. The letter should not be wordy, but should not be too bossy, however. Because the letter is convincing people, not commanding them, politeness should never be neglected.
A good sales letter also observes the proper technical format. Sales letters are categorized under the business letter group so it should strive to look like any formal business letter. However, studies and polls indicate that effective sales letters do not come with company logos because people would easily be turned off and opt to neglect the letter if the first thing they would see is the logo.
Consumer groups and experts assert that effective sales letters offer readers benefits to a product being offered. There are so many competing products in the market and almost all of them are alike in many ways. However, consumers want to know the advantage of buying one product brand over buying the competitor.
Good sales letters are also not very wordy. They should be short and should be completely read within a few seconds or about one to two minutes. It is assumed that readers are also busy people who need to attend to other more important things, so absorbing information from letters should be as quick as possible.
Distribution of sales letters
Of course, after crafting a good sales letter, the company’s next concern would be how the letter would reach the intended readers. There are many ways how letters are dispatched nowadays. You can still rely on the snail mail, but alternatives are also equally reliable.
Nowadays, most marketers send sales letters through emails. That is because people now find direct or snail mail obsolete. Emails are also easily dispatched, are less costly and could reach the recipients surely and quickly. It would take seconds before emails are sent.
Sales letters could also be posted at print ads in newspapers, brochures and other ad venues. Sales letters dispatched through these media should be written addressing the general public, though, the personal element should still be observed.
The ultimate sales letter surely produces ultimate results. What you reap is what you sow. If you crafted a good and effective sales letter, then, you would surely get intended results instantly.