The Sales Letter

The sales letter is an essential part of a direct mail package sent in an envelope. Here are some ideas for writing an effective sales letter.

Tone: be friendly and personal and write conversationaly (that is, like you are talking to the reader). Use the second person (you).

Format: use a standard format – one inch margins, 10 or 12 point type (depending on font), adequate spacing between paragraphs. Include a P.S. that contains your main message, asks for the order, or makes an offer. The P.S. is always read.

Sense of urgency: create a sense of urgency for response by giving a deadline for reply or offering something for the first number of responders.

After you have completed the letter, put it aside for a while, then read it while pretending you are the recipient. Note your reaction – were you convinced or did you decide to ignore the letter?

When you have a draft you are satisfied with, ask someone else to read it and offer suggestions for improvement.