Sales Letter Tips, Make them Say "Yes!"

To Build Excitement

Write the way you speak. Your sales letter should be conversational, but professional. Use spell check and proofread, but don’t rely too heavily upon those tools. Popular slang and choppy sentences are okay. Of course, grammar counts, but momentum and excitement are created by punctuation, phasing and occasional one word exclamations.

How does a 10 or 12 year old child speak when they’re excited? They talk fast! They stumble and stutter and rush on without breathing they don’t complete a sentence. But your readers will read it that way if you write it that way. They will get excited!

In a similar vein, don’t end a page with the end of a sentence. Use teaser copy to make them go on to the next page. Start or end paragraphs with a question. Use subheadings as questions.

Repetition for Retention

We all know repetition works. Even in one direct mail piece you can use repetition. Start with at straightforward statement. Use an example or life story. Include a testimonial. Highlight an expert quote. Summarize your key points with numbered bullets.

Make them Say “Yes!”

Answer objections and questions. Make a list of all the reasons why someone might say no. considering what you know about your target market or conduct a focus group to find the most relevant concerns. Address the objections and questions in your sales letter. Use them as headlines.

Create a “yes sequence.” Give a series of knowns that they can easily agree with. Start with a statement such as “Everybody knows eating right and exercise are the best way to lose weight.” Build on your case. Then end with a logical follow up, “Then of course signing up for our Fruit of the Month Club will only make your family happier and healthier.”

For help with your next sales letter call or email Fletcher Freelance at (715) 584-6773 or terra(at)fletcherfreelance(dot)com.