Format of Sales Letters
Sales letters typically have a specific structure to effectively convey a persuasive message. Here’s a common structure for sales letters:
1. Sender’s Information: Include the company’s name, address, and contact details at the top of the letter.
2. Date: The date when the letter is written.
3. Recipient’s Information: The recipient’s name, title, company, and address.
4. Salutation: A personalised greeting, addressing the recipient by name, such as “Dear Mr. Smith.”
5. Introduction: Begin with a strong opening that grabs the reader’s attention. It might be a question, a compelling statement, or an intriguing fact related to your product or service.
6. Body: The body of the letter is where you provide the details of your product or service. Explain its features and benefits, and address the needs or problems it can solve for the recipient. Use persuasive language and focus on how it can improve the reader’s life or business.
7. Testimonials or Case Studies: Include customer testimonials or case studies to build credibility and demonstrate the effectiveness of your product or service.
8. Offer: Clearly present the offer, including any discounts, promotions, or incentives. Make the offer compelling and time-limited if possible.
9. Call to Action: Encourage the reader to take a specific action, such as making a purchase, requesting more information, or scheduling a demo. Use a strong and clear call to action (CTA).
10. Additional Information: Provide any additional information, such as warranties, guarantees, or terms and conditions.
11. Closing: Thank the recipient for their time and consideration. Use a polite and professional closing, like “Sincerely” or “Best Regards.”
12. Signature: Sign the letter if it’s a physical copy. In digital letters or emails, you can use a digital signature or simply type your name.
13. Postscript (P.S.): A P.S. can be used to reiterate the main selling point or add a sense of urgency.
14. Contact Information: Include the contact information again, so the recipient can easily get in touch.
15. Enclosures: If you are including additional documents, mention them in the letter.
16. Envelope: If sending a physical letter, indicate any relevant information on the envelope, such as “URGENT” or “SPECIAL OFFER.”