Sales Letters

Sales letters are one of the easiest and most common documents to transform into models. Whether you’re selling a product or service, a new item or an improved version of an old one, the structure and content of the body remain the same. The only thing that changes is the first sentence of the introduction.

First sentence of introduction (1) cold letter : Think up a reader-focused opening line, preferably one that delivers a benefit. Savings, whether of time or money, always hook the reader. “Saving up to 50% on your gas bill takes one simple phone call.” Or, “Don’t throw away countless hours on tax forms. Instead, let us do the work for you – quickly and affordably.” (2) when you’ve talked to the reader. Establish an immediate and personal connection to the reader by referring to your last conversation. For example, write, I hope your cold has improved since we spoke last week,” or, “Thanks for your insights into DataWorks processes.” If you promised to send them material, such as brochures, information sheets, or references, mention that here. Remember, be specific. (3) when you have a referral: Mention the referral’s name immediately. For example: “Anne Dolan suggested I contact you.”

Second and third sentences : Write an action line that will encourage the reader to call you, be aware of your service, buy your product, enlist your service, or make any other response you’re after. This is critical for two reasons: (1) to get to the heart of your message in case the reader puts the letter down, and (2) to enhance the possibility that the reader will continue reading your message.

Body : Elaborate on your message, providing details such as prices and approaches.

Closing : Mention enclosures if you didn’t in the first paragraph, and make final plans.

Dear Stephen, Thanks for all your insights into Maximum Management. As I mentioned on the phone, our management consultants can save your organization up to $1 million a year, while managing your employees’ morale and maintaining work flow.

Basically, we take a three-pronged approach. First, we analyze every aspect of your organization from your employees’ responsibilities to dollar-to-dollar expenses. Then, we develop a comprehensive strategy for helping you maximize output while decreasing costs within two years. Finally, we work with your management to implement every aspect of the strategy and ensure success.

The enclosed material includes detailed information about our organization, a client list, and articles from the New York Times and other newspapers about our services. Sincerely,