Sales Letters

Sales Letters :

Sales letters play an important part in the sales process. Some of the functions include identifying new prospects, responding to inquiries, following up on sales calls, acknowledging an order, problem solving and getting repeat business.

All winning sales letters succeeds by following the AIDA formula. AIDA Stands for "Attention, Interest, Desire and Action."


First, the letter must get the reader's attention with a hard-hitting lead paragraph that goes straight to the point or offers an element of intrigue. A sales letter must capture the reader's attention immediately or it won't get read. There are two common approaches that work well.

1. Open with an intriguing question or statement that grabs the readers' attention and compels him or her to read on. Here are some examples.

The power to complete multiple projects on time and on budget. (For Project Management Software.)

I'm writing to you about your husband. (For insurance if the husband dies.)

2. Opening with a list of 5 or 6 benefits. Place the biggest benefit first followed by other benefits in declining order of importance. Here's the template.

How would you like to...

Biggest benefit

2nd biggest benefit

3rd biggest benefit

And so on . . .


Next, you want to hook the reader's interest. This is usually a clear statement of the reader's problems, needs or wants. What's new? What's in it for the reader?

Remember, the reader isn't interested in you or your products. They are interested in what you can do for them. Here is an example.

For enterprises with sales of more than $1 billion, a best-in-class IT Asset Management program could yield $7 million savings annually, based on an IT budget of $50 to $60 million.


The letter should create a desire. The desire to eliminate or minimize the potential for future loss or the desire to gain something (prestige, more time, more profits, etc.). Provide a compelling reason to buy from you instead of your competition. This is called your USP or Unique Selling Proposition. It's a unique advantage customers get only if they buy from you. One important USP is trust. Make your customer trust you. Provide, field tests or studies of your product, the time your company's been in business, the strength of your brand, your guarantee, testimonials from current customers and from those on your client list.


Last but most important, your sales piece must have a call to action. You must ask your customer to do the action that you want, weather it is to buy or to click on a web site. Explain how and make it so easy for them to do so (as many payment methods as possible) that they will feel left out or disappointed if they don't.

For Example…

Don't delay. Take advantage of this Special Price Offer. Call NOW to place your order or complete the coupon below and send your order by email, Fax or postal mail TODAY!

Here is a sample Sales Letter.


Dear Miss Bonnie Tyler,

This is my favorite kind of letter. How many letters have I had to write over the years advising you of a price increase? Why, you ask, am I so happy? Read on!

This is to advise you that, for a limited period of time, we are reducing prices on certain items in our catalog.

Take a moment to review the enclosed catalog. I have circled in red ink the items that are temporarily reduced. What an opportunity!

Please take advantage of these prices. If you wish to order large quantities or stagger shipments, give me a call and we will try to work out mutually acceptable terms and conditions.

In any event, get your order in, as these prices are only in effect until 30 November 200X.

I do enjoy writing this type of letter. Thank you in advance for your order.

Yours very truly,


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