As a hunter of practical and cost-effective business strategies and tactics, I find effective sales letters as one of the best alternatives to reach out and excite existing and potential customers. The Internet, undeniably, has expanded the need for sale letters. Some call it landing pages while others embed it within the main page. It also made life difficult for sale letter writers!

The life and blood of every direct marketing company depends on sales letters. While all educated people can write a sales letter, creating a compelling, standout one takes creativity, innovativeness, and (though many argue) simplicity.

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Here are the recipe for a good sales letter:

Highlights the bottom line.

The big question is always, “what in it for me?” This is what we’re all after in the first place. The ultimate goal of sales letter is to make readers know they either need or want your product. Make your sales letter seems to be the answers to your customers’ prayers.

Exert effort to ensure every sales letter is short and sweet. Don’t talk in circles and hate verbosity. With so many written materials to read, consumers most of the time skim and focus only on what is deemed important to them.

In short, your sales letter must speak directly to your customers!

Very compelling

Admittedly, there are different metrics to rate if a sales letter is convincing enough to warrant interest and purchase. It is always relative to your target market. To others, leveraging on discount and savings might be the magic words. On the other hand, some groups value quality over other features. Thus, you need to know your major customer segments thoroughly.

Your headline must capture the heart and mind of your target customers. Additionally, it must stir motivation enough to make them crave about your products.

Use of visual images adds appeal to already persuasive sales letters. Obviously, learn to mind consistency of your images with your content. I pray I hope I don’t see a very formal sales letter with a picture of Bart Simpson.

Complete information

One of the most overlooked areas of sales letter is accuracy and completeness of information. Even if you managed to craft a captivating sales letter, if your readers cannot find your contact numbers, e-mail address, or Web site address then all your efforts are wasted. It seems trivial but many small businesses commit this stupid mistake.