As a follow up to my first hub on effective sales letter, I like to site some additional tips to help you construct powerful sales letter and boost sales performance of your small business.

Build Credibility

A compelling sales letter is, as they say, only a foot in the door. Consumer purchase may seem simple from a buyer’s standpoint but very complex if you are on the other side of the fence. Our mission, as entrepreneurs, is to assure potential buyers that we are their best partner to meet their demands.

Testimonial is clever way of building credibility and establishing a good public image. Similar with social networking sites like Friendster where the so-called “friends” say good things about each other, this concept holds true for sales letter.

Ask former and existing clients to share their sentiments or praises regarding their experience with your company and your products. Moreover, ask permission from them if you can publish it to your Web site, promotional materials, and letters. Credible testimonials come from industry experts and established companies.

Another alternative is to use a success story related to your products. Some industries call it case studies while others white papers. At the end of the day, this will send the message that people or groups partner with you because you play to win and you have the proven expertise in your respective field! Who doesn’t want to team up with a winner, huh?

There are times when you need not reveal the name of your partner companies and individual consumers to emphasize how you value confidentiality. Simply focus on the problems encountered and how you saved the day.

Form and Substance

In beauty contest, it’s called beauty and brains. Marketing gurus believe great content is interdependent with strong visual appeal. Even if your sales letter can make somebody cry in few minutes but written in a crumpled, trashy paper it will not tempt customers to buy.

Take time to develop a professional looking template for your sales letter. The Internet is a rich source of templates so this will not present as a problem. What you need to watch out is if your template is consistent with your company or brand image.

For instance, a toy store using a formal, blunt template (usually intended for corporate lawyers and accountants) is a big no-no! Consistency is something you need to develop all throughout your campaign.

Incentives, Incentives, Incentives

Who can resist a free meal? Show your appreciation by giving special offers, discounts, or some inexpensive freebies to the first few consumers responding to your sales letter. In its purest form, this is the way to say thank you for not ignoring you!

But make sure your giveaways are related to your products or services. It doesn’t matter if it’s a key chain or some discount coupons. But your customers must easily relate these items to your brand or company. In the long run, it will help you establish strong retention to the minds of your consumers.