How to Write a Sales Letter

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Authors & Contributors

The objective of a sales letter is threefold:

1. To attract attention
2. Generate interest
3. Induce a purchase

Your sales letter may not induce an immediate purchase, however, it should, at the very least, meet the first two objectives. It should provide its readers with enough information to heighten their brand awareness about who you are and what goods or services you have to offer. They may return as a customer in the future.

After all, on the day that your direct mail piece arrives, the targeted reader may neither need nor want what you have to offer. Regardless, your sales letter can have a positive residual effect if it succeeds in creating a strong and favorable impression at the time it is received.

In the sample sales letter the writer attracts attention in the opening sentence with a boldly printed cliché that highlights a specific problem, one that can be solved if the reader acts upon the offer.