1. What Wikipedia Can't Tell You
about Sales Letters?
Marketing Basics by BRAINSTORM
2. Marketing Basics by BRAINSTORM
79% of marketers say their email open rates don't
exceed 20% - HubSpot
You have written a sales letter which you think will knock
out that long awaited business deal. But remember, there
is always a modified version of sales letter.
The sales letter is the most important element in any
direct mail package, done well and your simple letter can
provide fantastic results. So before you mail it out have a
look at this presentation which will help to maximize your
selling efforts.
3. Things you need to stop doing right now
while drafting a sales letters
4. Things you need to stop doing right now
while drafting a sales letters
Before we start explaining what are the
important factors you need to incorporate in a
sales letter let us tell you where you are probably
going wrong.
5. What you need to stop doing…
• Using a template
Here is why you shouldn’t use a template for sales letter-
They are stale & boring.
They are easily available over the internet.
And chances are your prospect has already received the same template.
Rather I would advise you to go through multiple templates and extract all
the necessary structure/points you will need to make a custom letter.
6. What you need to stop doing…
• Being Vague
When you are selling something you need to perfectly explain how your
product/service is important for prospect, and you need to do it asap.
Back your pitch with resources such as facts, stats, case studies, research
papers, etc.
If they don't need it, or can't see that they need it, they won't think the
purchase is worth it.
People want SOLUTIONS, not products!
7. What you need to stop doing…
• Bragging.
Prospect doesn’t want to hear about you, your company, your services,
your achievements, etc. All you need to talk about is your prospect.
Rather than bragging about your achievements, make your prospect
specifically understand-
- How important is the solution?
- How will be the solution?
- How it will be valued?
Your credibility will be questioned in the later stage once your sales
pitch has worked.
8. What you need to stop doing…
• Generic letters for everyone.
A Sales letter needs to establish THAT personal connection with the
prospect in order to take him ahead in through the buying cycle.
The draft you made worked for a few prospect but that doesn’t mean
you start sending out generic letters.
Personalization often includes more than just addressing the prospect
with his/her name. Congratulate on their promotion, talk about their job
title, and pointing out their mistakes will certainly make you notice.
Many marketers believe that making a regional reference really works.
9. What you need to stop doing…
• Fancy Graphics.
Prospect doesn’t want to know how good you are at designing and
color schemes. Know the difference between brochure and sales letter.
Adding graphics MAY work if you are working in a creative industry.
Putting in one or two clean pictures for your product explanation might
work, but keep the usage of pictures to minimum.
10. What you need to stop doing…
• Grammatical errors & Typos.
With Grammatical errors in the sales letter you just throw your
professional credibility out of the window.
“You are really determined to help me, but you could not even scan the
sales letter copy for grammatical errors& typos before sending it to me”
-The Prospect
11. “Average response rates range
between 1% to 3%, but can be as low
as 0.25% for high value items or in a
very competitive market, or as high as
25% when dealing with current
customers.”
- Canadian Marketing Assoc.
Marketing Basics by BRAINSTORM
12. Alright now lets see how you should
actually draft a sales letter.
13. How to write a Sales Letter…
• Adding an opening statement.
If you don’t nail the headline (the single most important part of your
sales letter), no one will stick around for the rest.
Be creative in putting together a statement that readers will not be able
to ignore.
There are 3 ways you can open your letter, go with what suits you best-
-Ask a Question.
- Be direct and to the point.
-Build rapport along
14. On average, 8 out of 10 people will
read opening line, but only 2 out of 10
will read the rest.
- HubSpot
15. How to write a Sales Letter…
• What your prospect wants?
You are relying on this letter to convince someone to get in touch with
you even though they have probably never met you. Know the prospect
history.
Make sure the prospect really needs what you are selling, give
prospects concise to the point answers on why they need what you are
selling.
Try to focus on explaining benefits than features.
16. “Unless you can pinpoint what makes
your business unique in a world of
homogeneous competitors, you
cannot target your sales efforts
successfully.”
- Entrepreneur.com
17. How to write a Sales Letter…
• No, You really need an USP.
Find out what is your USP not just by studying what your customers
want, but also by considering what your competitors fail to deliver.
Unless the client doesn’t know what makes you better than the
competitors he won’t be interested.
USP is usually misunderstood, price is not the only element in USP there
can be others too like- Service, Quality, Support, luxury touch, exclusive
rights, etc. There are number of ways you can determine your USPs, dig
more.
18. If done right, your USP can become your
tagline just like these brands did-
19. "You get fresh, hot pizza
delivered to your door in 30
minutes or less—or it's free."
22. How to write a Sales Letter…
• Length of the sales letter
Remember, you are acquiring a lead and not closing the deal, this will
help you to keep track of length of your sales letter.
There is no way to determine accurate length of sales letter, but as a
rule of thumb keep it to minimum.
The length differs according to the prospect persona, some prefer right
to the point letters while some expect detailed information.
I personally have received much responses from LinkedIn prospect for
the sales letters which took 4 second to read.
23. Email to a house list averaged:
-19.47 percent open rate;
- 6.64 percent click-through rate;
- 1.73 percent conversion rate;
-With a bounce-back rate of 3.72
percent and an unsubscribe rate of 0.77
percent.
- DMA stats 2010
24. How to write a Sales Letter…
• Include call to actions
Adding your name and contact details at the end of the letter doesn’t
count as a call to action.
Throughout the sales letter you can include various CTA’s to pull your
prospect. Some CTA’s may include adding a link to your Blog, Website,
Article, Infographics, etc. On a relevant topic.
Don’t leave your reader guessing; tell them what you want them to do
next. I have noticed that adding a simple statement in the end such as-
“ Next step: Give us a call to review the proposal- (Contact Number)”
yields higher rate of responses.
25. There is no perfect way to draft a sales
letter…
Yeah, that’s right! There is no definite path to earn responses for
your sales letters. But these guidelines will definitely help you to
overcome all the major obstacles.
Its all about how you convey the message to the client just like
telling a story. Bottom line for a perfect sales letter would be-
Connect personally with the prospect and effectively make use of
the CTAs you have.
26. Thanks for coming all the way to the 26th slide, as a reward I am
going to let you out a secret on how to master the art of creating the
ultimate sales letter which work.
Psst… Here is a secret!
27. So here is the secret to create kickass
Sales Letters-
Try. Learn. Improve.
Repeat.
