You must be able to write sales letters that are effective and powerful if you want to grow your business. In this article we’ll teach you how to write sales letters even if you never written one before.

First of all, you don’t need to be an amazing copywriter to create an effective sales letter. By using our Sales Letter Template you’ll be able to create effective and compelling sales letters even if you’ve never written one before. We’ ve used this template many times ourselves, and it’s worked amazingly for hundreds of small businesses. It’ll also work for you to.

Follow each of the steps described below to write sales letters that will grab the attention of introspective customers and encourage them, to buy your products and services.

Step 1. You Must Grab the Reader’s Attention

It doesn’t matter whether your letter is on paper or on a computer screen, the opening headline you use is the first thing that will come to your reader’s attention. If your headline doesn’t create an immediate interest your letter is likely to be thrown in the waste bin.

Here’s some headline ideas that you can use to write sales letters. They’ve all proved themselves in action:

“Learn the Secrets of …….”.  Good for readers that are anxious to pick up knowledge from insiders.

“How to ……….” .  An obvious one. Aimed at readers who are anxious to learn how to do things

“Don’t do ….. until”.  This will attract the attention of readers who want information about hidden dangers or problems

Here are some other examples of headlines that grab attention.

Step 2. Next, Spell Out the Problem

After you have grabbed  the attention of your reader you you can begin to describe how your product will solve his/her problems. Build on the attention gained with your headline by outlining the problem in detail and describing how unpleasant or uncomfortable it is to have this problem.

Your aim is to get your reader agreeing with the things you’ve written in your letter.

Step 3. Now Provide the Solution

Once you’ve got your reader’s full attention and involvement describe your proposed solution. Be very emphatic about the ways in which you can help with this problem.

Elaborate on how the product or service you are offering will help your reader.

Step 3. Describe Your Experience & Present Your Credentials

At this point the reader of your letter might be agreeing that you, very possibly, have a solution to a very real problem, but you can’t go any further until you’ve created some trust. Think about your own reactions when you’ve read sales letters in the past! Even though when you write sales letters they may may be very convincing, there’s a bridge to be crossed before the reader completely believes the claims you make in your sales letter.

Help your reader cross this bridge. Tell him/her about your previous sales and how they have helped your customers. At this point you should mention the names of some of the companies you have sold to, and indicate how long you have been helping people solve the sorts of problems you’ve described. Its also a good idea to talk about industry events that you take part in and exhibitions you regularly attend.

Your primary objective here is to ensure that your reader has confidence in you level of experience and knowledge and can trust you as a supplier.

Step 4. Now Spell Out the Benefits

At this point, when you write your sales letters, you should spell out very clearly and in detail how your reader will benefit from the product or service you’re offering. But don’t make the mistake of providing an elaborate list of the features of your product. At this stage your reader needs to be hooked on the benefits and see very clearly what your product or service will do for him/her. You’ll have an opportunity to cover features later (and relate them to the benefits)

Read our article on product features, advantages and benefits to get some ideas on how best to do this.

Step 5. You Must Provide Some Social Proof

Now is a good time to confirm your credibility as a supplier. Provide full testimonials, with pictures if possible. Depending on your product and service it may even be a good idea to provide ‘phone numbers (but don’t forget to ask for the permission of your customers beforehand).

Step 6. Next, Make Your Offer

Now comes the most important part of your sales letter. You need to try and make your offer in an irresistible way. You want your reader to say at the end of your letter “ It would be stupid of me not to take advantage of this offer”.

To make sure you achieve this its really is worth-while putting a lot of thought into how you structure your offer.  Think about how you could use product combinations and bonuses etc. to give your offer weight.

However, avoid (directly or indirectly) making a “reduced price” offer. Aim for an offer which stresses value not price (like the “two for one” offers in your local store).

Read our article on product price competition to get more useful ideas.

Step 7. Provide a Guarantee

To make your offer really irresistible, take the risk out of buying by offering a guarantee.  Most of us worry about being “ripped off” when we buy something a little bit out of the ordinary and get concerned that what we buy may turn out to be something we can’t use or something that’s not good value for money.

Make the guarantee as strong as you can. If you’re at all uncertain about doing this go back and work on your product before you take it to market. There’s nothing worse than having to make lots of refunds for products that don’t work!

Here’s an example of a convincing guarantee:

Guaranteed 100% for three months – Return this product if not satisfied –  No questions asked

Get round any skepticism about your guarantees or offers  by providing reasons for them such as:

“. . . . because we overstocked” or
“. . . .owing to this item being out of season”.

Step 8. Inject Scarcity into Your Offer

Even though you may have done a fantastic job with your sales letter, people won’t necessarily rush to take up your offer. Maybe they want to spend some time thinking about it or maybe they’re too busy. They may even not quite be convinced yet.

Get round this particular problem by giving them an incentive to take immediate action. Here’s some examples:

  • Create additional bonuses
  • Limit the period for which the offer will be available
  • Emphasize that you only have a limited supply.

Step 9. Create a Strong Call to action

You mustn’t make any assumptions that your reader knows exactly what to do in order to take up your offer.  Provide detailed and concise instructions to guide his/her actions. For example:

… pick up the phone and call us today

… don’t delay, call now

… tear off the slip below today and send it back to us

Most of us need to be urged forward even after we are convinced about the benefits.

Step 10. Provide a Warning and Write a Postscript

By structuring your letter along the lines we’ve described you’ll build up the emotional involvement of your reader step be step. Now you must remind him/her about the consequences of not taking action. For example:

– Loss of specila offers or bonuses

– Continuance of the problem (.ie. poor sales growth, few customers  etc.)

– Possible increases in price

Paint a vivid picture of the consequences of not taking action, and always include a postscript at the end of your letter.

Whether you believe it or not the PS at the end of a letter is, according to the marketing experts,  the 3rd most read part of the letter.

Make this PS count. Remind your reader again about an important part of your offer or the consequence of not taking it up.


When you write sales letters using the Sales Letter Template described above, you’ll be able to produce an effective sales letter that will help you win more business.  Start writing today. Your first attempt may not be perfect, but you’ll be moving in the right direction.

Our customers frequently test out their sales letters on friends, colleagues and existing customers in order to get feedback that’ll help them improve their letters.

Finally make sure you check out the other articles in our Small Business Marketing Ideas Series.


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