What is a sales letter

Writing sales letters

The most important tips for writing sales-boosting letters

It is generally not easy to write letters that suit the tastes of all readers and get the message across in a clear, yet charming and interesting way.

It becomes even more difficult when it comes to sales letters, i.e. letters that are intended to encourage the reader to buy the relevant product or to make use of the service described.

First of all, it should be said that in the end every letter, every phone call and every customer contact has the character of a sales talk, because only those who present themselves in an appealing and polite manner will be able to greet the customer a second time. It is also certainly helpful that business letters can now be written in a more modern way and no longer have to consist purely of melodious, if slightly dusty, standard phrases.

There are also quite a few tips and tricks for writing sales-boosting letters, here are the most important of them:

• the intent.

A sales-boosting letter is characterized by the fact that it answers a number of questions. This includes that the reader must recognize who is writing to him, why he is turning to him, what is specifically offered to him and what he has to do to receive the product described.

In addition, the reader must have the feeling that it is worth reading the entire letter and then not only being interested, but also really wanting to take action. A very good method is not to write the letter, but to speak the first few attempts on a tape and listen to it, because this will make it clear what the letter literally sounds like.

• the style.

The important thing is to find a language that suits the reader and the company. Stilted technical terms tend not to suit a young target group and a modern company, whereas an overly loose expression does not suit a traditional company with more mature customers.

The sentences should not be longer than 14 words in total and only ever address one thought per sentence. It is also important to write positively and actively.

• the length.

Basically, the letter should be as short and concise as possible, a DIN A4 page is a good guide. Letters that are too long give the impression that reading the letter involves work and a greater expenditure of time and the consequence of this is that the letter is put aside for the time being.

• the font.

Artful fonts look beautiful, but are difficult to read. Simple, clear fonts in a legible size are better. Blockings and capital letters are also a hindrance to the flow of reading. If colored fonts are used, they should be kept within bounds, otherwise the entire letter will appear too restless.

• the speech.

We-forms are nice, but not really customer-oriented. It is better to address the reader personally, ideally in three places, the address, the greeting and once in the middle of the text. This makes the letter appear individual and the reader feels addressed personally.

• the structure.

The content should be divided into paragraphs with a maximum of five lines per paragraph. It is also helpful for the reader if the paragraphs have subheadings that concisely summarize the following paragraph.

• the possible answers.

It is pleasant for the reader when work is done for him. Either the name and extension or e-mail address of the person responsible, including the times when he can be reached, can be given, or a reply card is enclosed that the reader only has to fill out and send.

• the packaging.

Just as the letter should be signed by hand and in colored ink if possible, the outer packaging should also be presented. This includes, for example, a postage stamp instead of a stamp and a directly printed or handwritten address instead of a sticker.

More templates, guides and tips:

Topic: Tips for writing sales-boosting letters (sales letters)

Internet media owner Ferya Gülcan
Benjamin Naue, 48 years old, lawyer, Sabine Scheuer, 41 years old, legal advisor, David Wichewski, 37 years old, lawyer, and Ferya Gülcan, operator and editor of this website, write useful information, tips, instructions and advice for consumers on the subject of law and correspondence and communication.