Every salesperson, at some point or the other, will have to write a sales letter. It may not be a formality, but you will certainly have to fill out a legal document at some point in your car-selling career. That document is not going to be received well if you don’t know how to write an effective sales letter.
What makes up an effective sales letter? In order to answer this question, it’s important to first take a step back and consider the purpose of a sales letter. This article will discuss three essential elements that make up an effective sales letter, including the proper use of business language, the need for multiple examples, and the inclusion of a call to action.
The Proper Use Of Business Language
It’s no secret that lawyers and accountants don’t typically have the most pleasing stylings. However, that doesn’t mean that they don’t have their place in English. When writing a sales letter, you need to incorporate the appropriate business language into the document. Otherwise, you’re going to lose credibility with your reader.
Using jargon may not always be necessary. For example, if you’re writing to introduce a new product to a market, you may not need to use professional business terms to do so. It may suffice to use simple language and still make your point. On the other hand, if you’re trying to persuade an accountant to take on a client, you may want to pepper in a few business terms here and there. But, for the most part, you should avoid using slang and overly academic language in your content.
If you don’t have a background in law or accounting, it may be easy to fall into the trap of using too much business language. Knowing when and where to insert this language can help you create a more appealing document. With practice, you will become more accustomed to using business language effectively, and you will stop making spelling errors and grammatical mistakes. These documents are tedious to proofread, and it’s more than likely that you will make mistakes. Once you’ve had a couple of these documents to go over, you will realize how much easier it is to write them in a professional manner.
Multiple Examples
When you write a sales letter, you need to include examples to support your points. If you’re trying to convince someone to do or to buy something, you’re going to need to use verifiable examples from real life. While it’s good to make your argument with reason and logic, you still need to back it up with facts and figures.
If you don’t have any previous sales experience, relying on logic alone to make your case can seem risky. After all, how well do you think your logic is going to stand up against that of an experienced salesperson? What you’re looking for is an opportunity to even the playing field. The better your examples, the better your chances of making your point successfully.
A Call To Action
One of the most critical components of a sales letter is the call to action. This is the part where you get the reader to perform some type of action. Perhaps the most basic and universal call to action is to order the product or service you’re trying to promote. If you’re asking someone to order flowers, you’re going to want them to click on a link or fill out a form to do so. If you’re trying to sell software, you might want the reader to click on a button to download the product.
The call to action needs to be relevant to the content of your letter. So, if you want to write an effective sales letter about flowers, you’re going to need to include a call to action related to flowers. It might be as simple as including a link to a florist’s website where the reader can learn more about the unique types of flowers they offer, or it could be as complicated as including a phone number where the reader can order what they need. Regardless, the clearer the call to action, the more effective your letter will be.
Along with the use of appropriate business language, inserting multiple examples, and including a call to action, a good sales letter will greatly increase your chances of persuading the person you’re writing to. Remember, a good sales letter doesn’t have to be long – a couple of pages at most – but it has to be effective.