Sales Letter Tips
By Paul J. Welsh
Admit it or not, most sales people are lousy writers. Just like most writers will admit they are lousy sales people.
Here are a few tips that can make sales people 700%* more effective if you put them into practice. Actually they’re as much editing tips as writing tips and they work for snail mail or email.
*Consider 700% a wild guess.
By Paul J. Welsh
Admit it or not, most sales people are lousy writers. Just like most writers will admit they are lousy sales people.
Here are a few tips that can make sales people 700%* more effective if you put them into practice. Actually they’re as much editing tips as writing tips and they work for snail mail or email.
- People don’t like to read. Take the sales letter you’ve just written and cut out about 40% of the words. Seriously!
- Write shorter sentences. Rudolf Flesch in his book “How to Write, Speak and Think More Effectively” says human comprehension falters at 25 words in a sentence. I didn’t believe it. So for the last 20 years when my mind starts to wander while I’m reading I start to count the words in the sentence. I’m a believer now. If you have to make two sentences out of a long one, do.
- Write shorter paragraphs. Just like #2, the length of your paragraphs can affect communication. Forget about what Sister Jean Louise told you in grade school. If the paragraph looks like a sea of type, break it into multiple paragraphs.
- Keep it to one page. There’s nothing wrong with multi-page letters for someone who has indicated they really want detail. But your goal should be to keep it to a page without reducing the type size and expanding the margin width.
- Be direct from the start. As I said in #1, most people don’t like to read. That goes double for a sales letter. Don’t beat around the bush. Let them know from the start why you’re writing them.
- Tell them what you want them to do. It’s amazing how many sales letters don’t include an urge to action. Ask the reader to expect a call, to visit your website, or whatever action you desire. If your only prospects are mind readers your business is in trouble.
- Write in the first person. Letters are a one-to-one correspondence. Even if it’s a message sent to 10,000 people it needs to feel like it’s one-to-one. You’re the one writing it so don’t be afraid to use the word “I.”
*Consider 700% a wild guess.
