Whether you’re sending them to potential customers or your existing base, you’ve probably sent out sales letters at some point. Did they get the response you were hoping they would? If not, the problem may have been your wording, not your offer. Luckily, it isn’t difficult to learn how to word more effective sales letters simply by making a few changes.
Effective sales letters are evocative
Think about the last sales letter or advertisement you saw that made you want to buy the product. Chances are excellent that you can still remember a few of the phrases that led you to make the purchase. In fact, that’s a hallmark of effective sales letters: they use language that makes the reader take notice.
In order to word more effective sales letters, it’s important to remember your audience at all times. Use the keywords and vocabulary you would expect them to use, but pick the bolder of your word choices. For example, are you selling tasty cupcakes or are you selling scrumptious bites of bliss? Do your customers want recliners or are they more interested in kicking back at the end of a long day?
If you remember the old adage about showing, not telling, this is the prime example of how it comes into play in your business. Yes, still tell them what it is you’re offering, but remember to also paint a pretty word picture of what their life will be like with your product. You may also wish to incorporate such benefit phrases as:
- Have more time
- Relax and enjoy
- Save money.
In many cases, if you can show hw your product or service will help them achieve those three things, it’s just a matter of agreeing on your price.
Effective sales letters are timely
The second key to word more effective sales letters is to make them timely. Are you more likely to act on a sales offer that expires tomorrow, or the one that ends some distant time in the future? So are your customers.
It’s also a good idea to tailor the timing of your sales letters to what’s at the forefront of your customers’ minds. For instance, if people in your industry start planning for Christmas promotions during the summer months, that’s the perfect time to promote your Santa-themed product to them. Otherwise, it won’t matter how excellent your wording is once you miss their buying window.
Remember, you can always add evocative and timely wording to an existing promotion to create more effective sales letters.