Writing Effective Sales Letters

If you plan on winning the sales game you will need to be able to write effective sales letters and correspondence to prospects and customers.  All too often sales letters are written from the viewpoint of the sales person.  They usually center around what the sales person or the salesperson’s company wants to do.  The interest of the prospect is totally obscured in the message.        writing letter1

Here is an example of a sales correspondence written to get an appointment with a prospect

Dear_______,

My name is __________ ___________with ABC Company and we supply the best paper in the area for businesses.  I would like to make an appointment with you to discuss your needs and how we can be of service.

Now who is the focus of the letter?  It’s the sales person.

Here is another example of a more customer focused correspondence.

Dear __________,

The challenge to service your customers has never been more difficult that it is today.  The need to have proper paper inventory levels can allow you to be more competitive and at the same time minimize your costs.

We understand your challenges at ABC Company and have provided solutions that have saved companies just like yours 3 – 5 % in margin due to cost reductions.  A no obligation 30 minute consultation could explore how you could start saving too.

See the difference?  Now I just made up this scenario, but the idea is the focus of your correspondence should be on the customer or prospect.  When you address their needs they are more likely to want to talk with you.

So when you are writing sales letters of any kind, look to see how many times you are using the word “I” or “We”.  Instead, see how you can incorporate the word you.  It will increase the receptivity of your message