Welcome to Part 4 of a series on Writing Effective Sales Letters. If you'd like to review Parts 1, 2 or 3 of the series you can find them here. 

Sales letters are charged with the responsibility to tell your story in as much detail as necessary to convince your readers to "say yes." To be most effective they should convey the reasons why your readers should buy your product or service in terms most meaningful to them – that is, describe the value and benefits that will accrue to your customers on both a business and, very importantly, a personal level.  

Answer the question that is uppermost on your readers' minds – "What in it for me?" – by telling them: 

·         "Why" they need your product or service – what problem does it solve for them;

·         "Why" your product or service is different than, and hopefully better than, your competitors';

·         "Why" they should choose your solution to their problem; and

·         "Why" they should want to buy the solution to their problem from you – for example, you've mitigated any risks in their decision thereby increasing the likelihood of successful outcomes for them – making you the logical and emotional choice to deliver benefits to their business and to them personally. 

By now you've probably realized that I'm emphasizing the "why" aspect of selling your product or service. That's because the "why" is about what's in it for your customers – the benefits and value they'll realize when they choose you, your business and your product or service. 

The "what" and "how" of your product or service describe the features of your product or the methods or processes by which you deliver your service. These attributes of your product or service are relatively low on your customers' list of important considerations. They don't care as much about the bells and whistles or the latest methods as they do about achieving results, relieving their pain and solving their problems. Accomplishing their goals is first and foremost in your customers' minds. So be sure to write your sales letters with your customer foremost in your mind. 

Make them an offer . . . 

Once you've set the stage by: 

·         Getting your readers' attention;

·         Showing them you understand their problem; and

·         Describing your product or service in terms of the benefits it offers, 

it's time to make your offer. Everything up to this point has been geared toward making your readers want what you've got. Now you need to make an offer that is clear and compelling. 

You'll want your offer to be enticing. It's the reason you're sending your sales letter now. So it might be that you're announcing a new product or service, a sale or a buy 1 get 1; a package deal; a bonus with a purchase or a free gift for responding promptly. Whatever you choose, it must align with the value and benefits you've already established. 

Ask for their commitment 

But the offer by itself isn't enough. You must "ask for the sale." How do you do that in a sales letter? You write a "call to action." 

Your call to action should tell your readers what action you want them to take. Typically that means directing them to place an order for your product or service or to request additional information. 

Your call to action needs to be very strong because it needs to motivate your readers to do something that they probably would not do otherwise. Maybe it means they have to get in their car and go to your store or your office. Or it may mean they have to call you and make an appointment or request information. It may also mean they have to supply a significant amount of their personal or business information to you in order to get what they want. 

A strong call to action also needs to create some urgency and should state what readers will lose by not taking action. Examples are limited supply offers or deadlines after which the offer or even the product or service may be unavailable or withdrawn from the market. 

You can find instances of negative consequences for failure to respond to calls of action in virtually every industry. Some examples: 

·         In the restaurant industry – special menu items at a special price for a limited time;

·         In the retail industry – discounted prices or coupons on specific items for a limited time;

·         In the automobile industry – rebates or special financing rates available only during a specified promotional period;

·         In the consulting/training/coaching industry (virtually any Independent Professional) – limited capacity workshops – when the seats are filled you have to wait until the next time, if ever, the workshop is offered again; and

·         In the entertainment industry – special pricing for matinee showings or screenings; or back stage passes for those who act quickly to purchase their tickets. 

Of course, you can see that failure to act on these offers would result in the loss of something valuable to your readers. 

That's it for this "episode." We'll pick up right here as we conclude the series in my next issue. 

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.