How to Write
Sales Letters That
Get Results
by Author and Sales Speaker
Dean Lindsay
www.deanlindsay.com
214-457-5656
How to Write Sales Letters That Get Results by Dean Lindsay 1
www.deanlindsay.com 214-457-5656 Copyright 2009

How to Write Sales Letters
That Get Results
by Author and Sales Speaker Dean Lindsay
www.deanlindsay.com
214-457-5656
Sales letters can be a great tool for building a successful business. In a sales
letter you can give a complete sales presentation to thousands at the
convenience of your prospect.
But will they read it? Big question.
Will they DO anything once they have read it? Even bigger question.
I have been worked with several clients on sales letter campaigns and have done
lengthy research on designing powerful sales letters that get results.
Successful sales letters appeal to a need or desire and describe how \"good\" the
prospect is going to feel after he or she has purchased your product or service.
The key is to make your sales letter so interesting, so attractive and packed with
the PROGRESS you're offering, that the prospect can't resist reading it all the
way through.
Most winning sales letters follow a time-tested and proven formula from the world
of advertising called the \"AIDA\" formula.
Get the reader’s ATTENTION
Build INTEREST in how you provide progress
Arouse DESIRE for the benefits of your product or service
Initiate ACTION from the reader.
Here are nineteen tips for getting the most out of a sales letters campaign.
1. Always, always, always back up your mailings with phone calls to the
prospects you sent the mailing to.
2. Know your customers needs.
What pain are they experiencing? You must know your prospects to write an
effective sales letter to them. Poll your customers. Know their general age, their
dreams, their fears, and anything that relates somehow to your product.
3. Collect the good sales letters you find and create a file.
When you write a sales letter, flip through some different sales letters until an
idea forms in your head about what to write for your project.
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4. Don't rush through the writing process.
The first draft of a sales letter is rarely the best it could be. Keep improving it
through test marketing. Send it out to a 50 to 200 prospects and see how it pulls.
Keep editing until you have the letter that consistently gets action from the
prospect.
5. Your sales letter needs an attention grabbing, targeted headline. Focus
the headline on the pain or motivations of your prospects. The length of the
headline is not important.
6. Put the most newsworthy point of your message in the first sentence
after the headline to sell the concept that reading this letter will be
progress for the prospect.
7. Write a sales letter like you normally speak.
Personalize your talk in a conversational and comfortable, manner.
8. Sales letters that pull in the most sales are almost always two pages
with a 1 1/2 space between the lines.
9. Sales letter should always be on your letterhead paper and include your
logo and business motto or slogan.
10. Any quality brochure or circular you include will reinforce what you say
in the sales letter.
But, if the brochures look cheap, they won’t complement your sales letter and
you shouldn't be using them.
11. Longer sales letters pull better than the shorter ones.
12. Break up the \"work\" of reading by using short, punchy sentences,
underlining important points, with the use of sub-headlines, indentations
and even the use of a second color.
13. Sprinkle several subheadings throughout your letter when you need to
change the direction of your message.
14. Attempt to deliver the entire message to your prospect by them reading
the headline, the subheadings, the bold print, the underlined phrases and
the P.S.
15. Offer a free report.
'The Ten Most Important This' or 'The Seven Way to Whatever' or 'How to Avoid
the Eight Biggest Mistakes of ...' It must be good stuff that educates, something
that will benefit the reader.
How to Write Sales Letters That Get Results by Dean Lindsay 3
www.deanlindsay.com 214-457-5656 Copyright 2009

16. Include some sort of ordering coupon.
This coupon has to be simple and as easy for the prospect to fill out and return
to you.
17. A return reply envelope will increase your response. Try it both ways-
pre-stamp and not or better yet talk to the post office about creating a customized
business reply card.
18. Offer a total satisfaction guarantee plus a free gift for \"just
trying the program out\" if they should ask for a refund. Yes, you may have to
make an occasional refund, but your guarantee could sky rocket your sales
overall because there is no risk in doing business with you. Make the guarantee
a major part of your sales pitch or even make it part of your headline.
19. Include testimonials. Get satisfied customers and clients to write
testimonial letters. Offer to write the letter for them or offer them a free gift for
their efforts.
If I can be more help, let me know.
Be Progress.
_____________________________________________________________
Sign up for Dean’s FREE newsletter, The Progress Report, at: www.DeanLindsay.com
Author of The Progress Challenge: Working and Winning in a World of Change
Author of Cracking the Networking CODE: 4 Steps to Priceless Business Relationships
Spotlighted as an OUTSTANDING SPEAKER by the International Association of
Speakers Bureaus.
Recognized as a ‘Sales-and-Networking Guru’ by the Dallas Business Journal.
Dean Lindsay delivers killer keynotes, breakouts, general session presentations, and
interactive boot camps that Empower PROGRESS in Sales, Service and Workplace
Performance.
Dean serves as Guest Lecturer to UCLA and University of Dallas MBA programs as well
as the International Call Management Institute.
Dean Lindsay helps build Priceless Business Relationships.
Priceless Business Relationships are the key to:
Teamwork and Productivity Solid, Customer Care
Servant Leadership Retention and Morale
Organizational Success Quality Referral Generation
Recruiting Quality Professionals and MORE SALES!
www.DeanLindsay.com 214-457-5656
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www.deanlindsay.com 214-457-5656 Copyright 2009