Share this page on:
FacebookTwitterLinkedInGoogle BookmarksMyspaceTumblrRedditGoogle ReaderDiggDeliciousBlinkListStumbleUpon

How to write a good sales letter


Today we will talk about the sales letter - and you'll get tips on how to get out one of those letters that makes a difference.

Many have, shall we say, a slight reluctance when it comes to developing a sales letter ... No, let's stick to the truth instead - many people hate it and I know why!

One of the reasons is that people often have their old English teacher in mind when writing such a letter - and it's good that the letter is grammatically correct and has a proper sentence structure, but the fact that the old teacher was so fixated on commas in the right places, have made too many old pupils inhibited and they just can't write that beautiful story they have carried for so long.

So when you think of the sales letter, think of your customers instead, not of your old English teacher. He/she can (and must) have a look at when you are done, but not now, not when you tell your customers your story.


Begin by talking about your offer:

1. YOU know that your offer is good and that people can rely on YOU, but the recipients don't know that. You have to explain it to them and you have to be thorough. Why should your beneficiaries buy your product or service and above all - why should he/she do it now?

2. The title captures the reader. Imagine yourself in a situation where the title is the only thing you get to write, followed by your phone number. What would the title be for your product /service?

3. Give the customer the first advantage of your offer and aim straight for the heart.

4. Talk about the customer, not about you.

5. Always count the number of” you” and ”your” in the text. They should be far more than the words ”I”, ”we” and ”our”.


View the letter

There are three important questions that the recipient has - and that's the ultimate test of your letter before you send it. Imagine that your receiver is sitting with your letter at the breakfast table with today's letter harvest. He/she is actually looking for a reason to throw your letter away and continue with his/her life.

This is what the recipient thinks of your letter:
• And what's this? (Your job is to tell him/her something amazing.)
• Who cares? (Make sure that your message is urgent.)
• What do I get? (Give the reader something.)
Have you thought of this?
You can always use these three questions as a checklist when you want to influence someone with a written message. Make sure you do that next time!
Finally ...

Now let a friend or colleague read what you have written. If he/she says:”It's good ”then it's really bad. If he/she says ”Do you really get an X if you respond within 10 days?”- then it's really good. You need to get your test readers to REACT to the content, not to be polite. Your recipients won't be polite for sure!

Before you send off your letter, give the letter to your English teacher - or the one that is most suited to examine the text linguistically.

You're done!





About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

230 000 prescribes to his free newsletter "The 5 minute marketer"
Every week some 230,000 prescribers gets his free newsletter about 5 minute marketing.

"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.