Find out how to make a high performance sales letter for your business – WAU
The sales letter is the instrument responsible for transforming a company’s prospects into customers. It is the last step of the sales funnel in a Content Marketing strategy and its elaboration is based on copywriting concepts.
Although copywriting can be used at any stage of a Marketing strategy, its historical legacy has always been linked to sales letters, due to its importance and contribution to the acquisition of customers.
The jargon “words that sell millions”, well known among professionals in the field, does not contain any exaggeration. Gary Halbert, one of the most successful copywriters in the world, has received $ 5 million for a single job!
This appreciation has an obvious reason: the sales letter is a crucial tool at the most critical moment in the sales process.
It is responsible for converting potential undecided customers into new customers, that is, they are your arguments that will be worth all the effort previously employed in your Content Marketing strategy, for example.
But how to create a sales letter that is really efficient? That’s what we’ll talk about in this post. Read on to find out!
What is a sales letter?
In principle, a sales letter is nothing more than a direct mail element whose main purpose is to persuade the reader to buy a product or service. This definition was valid during the 20th century, but today, its meaning requires a broader approach.
To begin with, a sales letter does not necessarily have to be a letter. It can be a page on a company’s website, a blog post or an email. What defines it is not the medium, but its use.
It is the last stage of the sales funnel, a model widely used in the communication and sales process today, and its role is to complete the customer journey, that is, transform an interested consumer into a new customer for a company.
The persuasion and argumentation techniques used to develop this type of content were called copywriting in the American market, a term that has also gained popularity in London.
Basically, copywriting is the “art” of writing in a persuasive way with the purpose of convincing a person to perform a previously determined action, something that, in a sales letter, translates into the purchase of a product or the hiring of a service.
When to use a sales letter?
Suspects and prospects are sales terminologies that have become popular with Digital Marketing. A suspect can be understood as a “suspected buyer” of your product, that is, someone who fits into your target audience or persona and who, in the future, may become a customer.
Prospects, in turn, are those consumers who are in the purchase decision phase, the bottom of the sales funnel, and this is the moment when the sales team takes over the company’s communication.
The sales letter, therefore, is directed at prospects, that is: consumers who have not yet become customers, but who show a clear interest in your product or service. This public deserves a special deal, since it is already willing to buy, however, it presents some kind of objection.
At this stage, it is no longer interesting to stick with the standard Marketing strategy or appeal with more advertising pieces. Since the individual has probably been impacted by all of these materials before, insisting in the same way can create a negative impression.
The sales letter, then, appears as a direct and formal presentation of your company and its proposals so that the prospect, finally, decides to close the deal or not. And, as already evidenced, its main purpose is to break objections with a clear description of the solution that the company offers.
How to write a sales letter?
Writing a sales letter is a big responsibility, but there are many practices that can help us build a solid and persuasive argument. Check out some tips below!
1. Study your potential customer
Knowing your audience and defining consistent personas is the first step in any marketing strategy, from business design to communication and product promotion.
This provides a basis and direction for any action taken by the company and significantly increases the chances of obtaining a positive response from the market.
At the decision stage, however, your study will need to be even more detailed. The characteristics of a persona are very specific, but in this situation, it will be necessary to pay greater attention to the behavior of your potential customer.
Remember that your prospect is a person who has doubts about your product or service, that is, the first thing to do before drafting your sales letter is to identify them to be able to collect information that clarified them.
2. Focus your words on clarification
The term “sales letter” often suggests a hasty understanding of its role. Of course, your purpose as a salesperson is to drive your audience to the sale, but this approach requires great care in communication, especially in the final stages.
Fortunately, there is a simple tip that can make your argument much more pleasant and persuasive: instead of seeing the sales letter as a mere sales instrument, start to elaborate it as a clarification toolbecause that’s exactly what a prospect is looking for.
Do not misunderstand, there is no problem in making sales proposals, after all, they are the oxygen of any company. Still, it is necessary to understand the context in which individuals in today’s world are inserted.
People have never been so bombarded with information, and, among them, we have offers, advertising campaigns, persuasion techniques, mental triggers and several other tools that still have a lot of value, but need to be worked with caution so as not to overwhelm the recipient who already deals with thousands of similar impulses every day.
3. Identify your prospects’ main objections
By studying the behavior of the public throughout the entire buying journey, it will be possible to identify possible objections that prevent them from advancing in the sales funnel. However, this study is not always sufficient.
There are certain types of sales objections that are very common on the market and, for convenience, are usually dealt with in most proposals. Some examples are:
- I’m out of time;
- I need to think about it;
- I think I already have that;
- I do not need this;
- I don’t know this company;
- this is not the time;
- it is very expensive.
Another excellent way to discover objections is to interview your customers. In a direct contact or satisfaction survey, you can ask people to report their purchasing or contracting experience.
In addition to identifying any frequent objections, your customers can also help to come up with good arguments to break them.
You may be interested in these other sales content!
Sales strategies: know the 12 best ones for your business
Sales script: why and how you should build one
Sales tools: the 31 essentials for productivity and results!
Sales channels: 10 online and offline options for your strategy
Sales books: the 20 most important for a successful career
4. Present convincing arguments
Aware of the main doubts and objections of your potential customers, it is time to present convincing solutions to each of these questions. This is where your sales letter will take shape and be able to bring new customers to your organization.
When we think of an advertising communication or create a sequence of emails within an Inbound Marketing strategy, the emotions of the audience need to be very well worked out so that the message transmitted receives the public’s due attention.
In a negotiation, techniques and methodologies that stimulate emotions are also important, but you have to be very careful with them. This is variable, but generally, when people are about to make a significant investment, they tend to take a more cautious and rational approach.
That means that numerical data, surveys, expert opinions and other proof of results will have a much greater impact in your sales letter and, therefore, they must be present in your argument.
5. Build reputable copywriting
Don’t even think about following templates to the letter or – even worse – copying the phrases that your competitor uses in his strategy. Copywriting should not be seen as a finished text, but as a subtle structure that drives the ideas contained in it.
Consulting a professional in the field can be interesting to improve the argumentation of your sales letter, but there are some good practices always present in an efficient copy. See what they are!
Whether in written content or in a link, long sentences with many elements and details deflect people’s focus and, ultimately, can lead to disinterest. Search be clear and brief in your sentences so that your prospect is not distracted.
The rhythm concerns its language and intonation when presenting its arguments, but it is also related to the consistency. Remember that you are leading your reader or listener, and abruptly changing your tone of voice or the intensity of your words can make him lose his way.
Double path of the reader
This tip is aimed at posts and sales pages, as it is related to scannability. Creating a double path for the reader means creating intertitles that tell a story by themselves.
Many people often go through the intertitles and topics of a text to decide whether to read the full content or leave the page. With this in mind, it is essential to create intertitles that clarify the information presented and encourage your prospect to consume the content.
If, by chance, your potential customer’s objections are very similar, you can think of making a single argument to break several objections at once, but that is not recommended.
Keeping it simple is important, but people’s doubts branch out and they can hide small questions that can end up neglected. Therefore, prefer to use specific arguments for each of the objections.
6. Get your potential customer’s attention promptly
The hyperconnected and informed world has also increased the challenges for marketers and sales professionals to be able to draw public attention. Constantly distracted, people need to be reappointed several times so that the relationship strategy does not lose its relevance and falls by the wayside.
Regarding the prospects, however, it is expected that there is already some link established with the brand and a knowledge about the service or product that it delivers, so this task is probably easier, right? Nothing like that!
We are at a critical point in communication: the public at this stage is well informed, but also more critical and sensitive.
This means that your questions will be more pronounced and specific, which opens a gap for your competitors to hurry up and break objections before your company does.
So there is no time to waste. Once the clear interest of your consumer in your product or service is identified, the sales team must be promptly called in order for a proposal to be forwarded.
7. Choose the best delivery method
Although direct mail is no longer as usual as in the past and digital channels are dominating this type of communication, formal printed materials still have a very strong impact. Many people only feel secure with a business when they have some tangible material in hand.
In this way, your sales proposal can be presented as correspondence, support material for a telephone contact or a formal description of the details of your offer after an interview. Everything will depend on your business model and the profile of your audience.
We can conclude, therefore, that the sales letter is your company’s “last word” before your consumer becomes a customer.
This does not mean that it cannot be used in other stages of your sales process, but that its main role is to make it clear what your company really delivers.
As you can see, a sales letter can be presented in several different ways, but in Digital Marketing, one of the most used means by successful companies is email marketing, a classic and yet very efficient tool for conversion and sales .
This post ends here, but there is still much to be said on this subject. Continue with us and find out how to create a sales email to convert leads into customers!