How to Write A Great Sales Letter

In high school, Mrs. Yelda was my Latin teacher the entire four years I studied Latin. She was extremely responsible for helping me master English grammar. My English teachers were marginal, but Mrs. Yelda was passionate about Latin, and how learning the language helps you master English.

Mrs. Yelda was also an advocate for the liberal arts. She stressed the importance of studying foreign languages, reading, and writing. Although I was an A student in her class, and I loved Latin, I had no interest in majoring in Liberal Arts once I graduated from high school. As we were approaching the time when college acceptance letters were being sent, I was accepted to the engineering school that was first on my list. When I told her I was going to major in Engineering, she tried everything she could to convince me that I was making a mistake and that I had what it took to do well with a Liberal Arts education. I was very steadfast in my decision, however, from that day, I decided that when I went to college, I would take at least one liberal arts class a semester- whether it was a requirement or not.

My most favorite courses were those where I had to write. As with most of what I do, I approached writing as a system. I had an idea I wanted to convey and I would outline how I was going to make my point. I did well in all my writing classes. In fact, I enjoyed my courses so much, that I took a job at our campus writing center helping students with their papers.

Fast forward to my life now and writing has taken on an entirely different meaning for me. I thought I knew how to write, until I learned about sales letters. Writing a great sales letter is not writing about every detail of your products or services. It’s about writing in a particular sequence that moves your prospect emotionally and compels them to buy from you because they believe that your offer will help solve their problem. A very good sales letter has the following components:

1. Your personal story – What motivated you to create your services or products?
2. A captivating headline that attracts the attention of your prospect or client.
3. A problem statement – What is causing your prospect or client pain?
4. Your answer – i.e. your services or products.
5. Results – what are the benefits your clients receive by investing in your services or products
6. Social proof – Who else has used your services or products and what results did they get?
7. Urgency – Help your prospect see the cost of not buying from you.
8. Guarantee – Take the fear of buying from you by guaranteeing your claims.
9. Call to Action – Invite your prospect to take the next step and invest in your services or products.

There is a skill and art to writing the letter in such a way that it flows and it makes investing in your services or products an easy choice. If you have problems with writing a good sales letter, I suggest learning by either hiring a copywriter for a few letters and then dissect the work or take a course.

Sonya Ramsey is passionate about helping brilliant Christian women prosper on all levels and to make a difference in the world through business. Her primary focus is working with coaches, consultants, speakers, authors and small business owners who struggle or are stuck in their business. She accomplishes this by teaching them how to align their Christian values and to become desirable and unique, so that they can find not just any client but ideal, high-paying clients.