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Start Your Sales Letter To Make More Sales!

By: Kevin Nunley

Kevin Nunley provides marketing advice, copywriting, and promotion packages. See his 10,000 free marketing ideas at Reach Kevin at or 801-328-9006.

Using a sales letter is a great way to get the attention of people that might not otherwise hear about you. Sales letters can be used as copy for web sites, sent to other businesses that might have a use for your product or service, or even just distributed to individuals.

The hardest part about getting a great sales letter, though, is coming up with fast selling words to sell yourself without sounding too pushy. One way to get your creative juices flowing is to simply pick a word and run with it.

All you need to do is let go and see where your thoughts take you. It doesn't really matter where you start; all that matters is that you did!

Put your pen on paper and start writing anything that comes to mind.  Don't let your critical voice take over.  You're not allowed to change anything, just write the first thing you think

Think of a blind date. It will probably be awkward, but you will find something to talk about. Writing is exactly the same.

Once you get started, the words start to help you. The page will create its own rules telling you to know what to write next.

Although good writing begins with a single word, there is a little more to a sales letter than just letting words leak across a page. In the past few years, many writers have found that there are certain types of openings in direct mail that are more effective than others. These work just as well for email letters and for web sites.

Here are some of these ideas to keep in mind when you are trying to structure your opening.
  1. State the offer.  This is so simple many people never think of it.  Put the offer right at the top of your page in a headline or bold type.  The offer includes the product that is for sale, its price, the terms of the sale, and the guarantee.

  2. Announce it!  If you have something new, start your letter with this important information. Nothing gets attention and builds excitement like the word new. I always put it in all capitals to give it added excitement.

  3. Flatter the reader.  There is nothing a customer likes more than to feel as though they are set apart from "the crowd". Describe the type of person who would probably be one of your best customers.  Tell why the way they feel, work, think, or play is important and deserves attention.  Use the word "you" as often as you can.

  4. Use a provocative quote.  Quote a famous person or a customer. The quote should arouse curiosity. It should make the reader want to find out more about your product.
After you have your opening, good copy will usually follow suit. Just remember to use catchy phrases and not over hype the product. If something seems too good to be true, most people will probably disregard the offer. Ending with a PS is a nice touch, but remember that many people read the PS before they read the actual letter.

© 2002

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