The Difference Between a Sales Letter and an AdBy: Kevin Nunley
People often get the terms ad and sales letter confused. It's understandable. Both are designed to get new leads or sell a product, service, or idea. But there are important differences in how they work.
A sales letter is a more personal form of advertising than an ad. An ad in a magazine or newspaper will be seen by thousands or perhaps millions of readers. A sales letter is for the reader's eyes only. Even though a sales letter is often mass-produced, the reader still views mail as more personal than an ad in a newspaper or magazine.
Unlike an ad, a sales letter can use the first person. This conveys a more informal, natural tone. This way the reader gains a better sense of the writer's personality, enthusiasm, and sincerity.
Too many sales letters sound like advertising. The words should flow in your own voice, as though you were writing to a friend. The reader should feel like they know you though reading your sales letter.
© 2002 DrNunley.com.
The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. MarcomWise assumes no responsibility for the article's contents.