Welcome to Part 2 of a series on Writing Effective Sales Letters. If you missed the last issue and would like to read Part 1 of the series you can find it here. 

There's an art and a science to writing good sales letters. The science has to do with the structure and elements of a sales letter while the art is in the content. Here's what I mean. 

Sales letters are divided into just a handful of main elements. They're structured so that the "headline" or opening statement captures the attention of readers and compels them to read further. The art of the headline is that it intrigues readers and piques their curiosity. It makes them want to know more. A good headline lets readers know that you understand their problem and have a solution to offer. 

Of course, you can't do that very well if you're not focusing on a well-described target market or niche. The more narrowly focused you are the more likely you'll strike a note with readers. So be certain you're marketing to an audience that recognizes they have a problem, that wants to solve the problem and that are willing to pay for the solution. 

Headlines are the major factor in determining whether or not the rest of your sales letter will be read. Some people only read the headline. In fact, advertising giant David Ogilvy once said that that number was as high as 80% – that's four out of five people who read only the headline of a marketing piece.  

With so much riding on the effectiveness of your headline – and throughout this article I'm using the word "headline" to also include an opening statement in an advertisement or letter – it's a good idea to think about the type of headline you'll use. Your headline should convey to the reader "What's in it for them." So, tell them: 

1.       "How to . . ." something. "How to lose 2 dress sizes in just 12 weeks. Guaranteed!" 

2.       A benefit of doing business with you. "Allow your aging parent to continue living in their own home with the help of Acme Home Helpers." Or "Fresh off the farm goodness – delivered right to your door." 

3.       They're invited! "Join us for our Anniversary Gala Event." 

4.       Something new. "Wow, a full size car with the fuel economy of a motor scooter." 

5.       What your customers think. "Finally, a spa that takes away my back pain." (Keep it real.) or "I really enjoyed working with Pat. He helped me increase my sales, my profits and my customer loyalty." Attribute the testimonial quotes with as much detail as your customer will allow. Or 

6.       Ask them a question. "Are you and your family prepared for . . .?" "Is your insurance coverage up to date?" "Would you like to increase your sales, your profits and your customer loyalty?" 

A second element consists of a series of sub-headlines. Sub-heads punctuate and emphasize benefits and transition readers to the next step in the sales copy. Spacing them throughout the body of the copy allows readers to read as much or as little as they choose and still get the whole story. 

Sub-heads are particularly important in emails and Web page sales letters because Internet readers are much more likely to scan the copy than to read every word. So make it easy for them to quickly learn what you are offering and what they have to do to get it. 

Body copy is a third element in which you establish your credentials and credibility, bond with your readers, focus on the reader's problems, emphasize the benefits of your solution and talk persuasively about the value of your offering. You can do this in different ways. 

And that's where we'll pick up in the next installment of this series. See you then. 

Ó 2007 Patrick A. Hassett. All rights reserved. 

Pat Hassett draws on more than 30 years experience in sales, sales management and sales support roles across several industries. He stands ready to help you increase your sales, your profitability and your customer loyalty through the use of customer-centric sales methods, high level customer service and customer relationship management tools. To learn more about how SalesNow! can help you, go to www.salesnowonline.com or write to infalesNowOnline.com.