Hit the Right Note with your Sales Letters!

Postal mail is an essential channel for following up leads generated by your marketing strategies. Sales letters are among the most popular tools in any entrepreneur’s arsenal. What is more, sales letters are inexpensive! There is always the need for a good sales letter whether it is to follow up a phone conversation, a meeting, or a lead generated from marketing communications.

A great sales letter might be challenging to write but it need not be. It is very important that you write a sales letter that will hit the right note with your potential customers. It needs to grab them and be powerful. Here are a few tips franchisees can follow that will equip them to write excellent and powerful sales letters.

Personalize your letter

Even though it is a business letter, it still should always remain personal in nature. The letters should address the recipient by name and demonstrate how your franchise and the services or products you offer will meet his or her unique needs. It is best to adhere to a formal greeting in your letter using the recipient’s last name. A vast majority of sales letters are sent to follow up on a previous correlation. Therefore, you should have sufficient information to thoroughly adapt your letter.

Focus on the benefits

To be effective, your sales letter should focus on the benefits the potential customer will gain from your services or products. Features, characteristics of your franchise and the products or services you offer should be used in the body of your letter to explain the benefits you promise. Restate your primary benefit in the final paragraph.

Focus on what the customer will get

Instead of writing about what you offer, rather focus on what the customer will get. No one wants to read an entire letter of what you do, how you do it, or what you provide. Rather, they want to read about how what you do will benefit them.

Take responsibility for the next step

Give the prospect the opportunity to contact you, but do not expect it. Always state exactly what action you plan to take and be sure to follow through.

Include a postscript

This may not be appropriate for every type of franchise business, but it is often helpful to include a postscript. The reason fort this is that most people tend to read the greeting and then skip to your P.S. before reading the body of your letter. Therefore, put your primary benefit or any special offer in your postscript to motivate prospects to spend time with your letter.

Keep it clean and tidy

Make sure the layout and design is clean and tidy. Keep it simple and professional, avoiding very loud graphics, borders, and colors. In addition, avoid using many exclamation points.

An excellent sales letter is one that presents the benefits of your products or services and explains them with features. In addition, it mentions what the customer will receive. A good letter strives to move the prospect further along in the sales cycle by stating clearly what the next step must be (e.g. quotes, meetings or an opportunity to present a cost proposal). Always follow through as promised.

Sales letters have the ability to attract more customers and create a greater awareness of the products and services your franchise offers. Why not try them!

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