Sales letters can be written on paper or typed on screen and sent via email. They can be B2B or B2C. Their targets can be on a mailing list or contacted 'cold'.
Whatever form the letter takes, it's an ideal way of showing potential customers what you have to offer.
There are a number of different approaches when it comes to sales letters. Which one is right will depend on the target and what you are trying to sell. Here are three common types of sales letter.
The classic letter. You grab the reader's attention quickly by telling them what you want before giving more details further on.
You can paint a picture, identify a problem (before solving it) or making the reader want something that they don't actually need.
Benefits take priority before finishing with a strong call to action.
The subtle approach. Here, rather than going all in, you show that you're here for the long term and are prepared to play a waiting game.
Like the traditional letter, you have to catch and hold the interest of the reader. But, instead of 'act now', it's more about 'keep us in mind' and 'consider us for future work'.
This is ideal for a B2B letter. One firm contacts another after they have identified a possible link or a common area of business. They suggest some kind of agreement or relationship that would be mutually beneficial.
We are the number one dog walking service in our town but have no experience of dog grooming. I am proposing that we come to an agreement whereby we recommend each other's services.
There are other sales letters. Thank you letters are a nice touch, while product updates allow you to target clients who you think are most likely to be interested.
Whatever letter you send, remember to monitor it's success rate. If you aren't generating responses, why not? Is it the product itself, is it the content of the letter or are you sending it to the wrong targets?