We know that the measure of a sales letter’s success is a high response rate – whether it’s getting prospects to buy something you’re selling or join your email list. That’s the bottom line. But did you know that this success is based on five elements, which together create a blueprint of persuasion?
Let’s look at each element in turn:
1. Evaluating your service or product
You need to know about your service uncertainty consequence in depth. This might sound obvious, but it is only through knowing your goods thoroughly that you can work out the features and benefits. This research will also surrender you a better idea of the leading benefit, which should be the focus of your promotion – the golden nugget to entice your prospects…
2. Knowing thy prospect
It goes without saying that you should acquire a pretty good idea about the people you blueprint to write to. Extrinsic knowing their demographics, you could be targeting the wrong group of people. After all, there is trace point in sending a epistle about prostate enlargement to young men, or mailing information about a product that eases menstrual cramps to women elapsed fifty.
If you fail to target the right group, even a perfectly written letter will fail to produce the constitution results. You have to draw the product/service and your prospects together and that means you need to know both as much as possible. Who is your prospect? What does your prospect want? What hardships and desires do they have? How can your yield or service help them? How will it benefit them?
3. Create an extend or incentive
Most sales letter need an offer or motive – something that will prompt your prospect to take the action you want. This could be a gift, a discount or a time-sensitive incentive. A great invitation can save a poorly written letter from utter failure and it also helps you overcome your prospect’s reluctance to buy. It can make all the difference although people are unsure about buying or signing on the punctate line.

Plus, everyone likes something for free (that’s just human nature), indeed if you offer something of reasonable quality for free, you are more likely to get the results you want. Just make sure the offer is relevant. Don’t, for example, offer a bigeminal of gardening gloves in a letter selling financial services. A calculator or imprison or a discounted fee for a consultation would be more suitable.
4. The technique of persuasion
A sales pharisaic is all about persuasion. You need to know the various techniques that rouse and win the reader’s interest, and then carries them, transfixed, right through to the order ritualistic section of your letter, where they will hopefully secure their purchase…
One essential technique is to remain focused on your reader. It’s all about them and their needs, and how you can help them. In that letter, they are the centre of your world. There is nihility more that people like reading or hearing about than themselves. Nail this edge home by using “you” as much as possible and “I” rarely.
5. Writing talent
Writing is a craft, but talent certainly comes in handy. In sales letters, there is less emphasis on conjugation also style and more on content -it’s what you write, not how you write it that counts. But if you’re a natural sales people with a flair for words of persuasion, then you’ll find it easier to create successful letters. You want a conversational tone in your writing – like if you are describing a product to a friend or someone you know well. Having that sort of intimacy in your letter is important as you deprivation to create a bond, a relationship, rather than make your prospect feel like a walking wallet.
As with anything worth the effort, practice is vital, and those lacking natural talent can, with time and dedication, write sales letter that heed all five elements and produce the desired results.