Sales Letter

A sales letter is a direct piece of mail that is designed to make the reader want to purchase your business’s goods or services. These letters are sent out to businesses that you think would benefit from your product, and they can be produced en masse.


Sales letters can take the form of physical hard-copies or they can be sent electronically. One of the benefits of sending a sales letter in physical form is that it is far more likely to be read.


What goes into a sales letter?


Although each sales letter is different and tailored to your individual needs, there are some common features that all sales letters should include, such as:


Standard letter format


As the name implies, a sales letter is in fact, a letter. This is one of the biggest draws of sales letters. People are far more likely to read the entirety of a sales letter if it looks like it has been personally written to them. Also, the standard letter format lends itself well to receiving replies because everybody knows how to respond to a letter and all of the relevant contact information is already on the page.




When you introduce your business, you should keep it short and sweet. Your introduction should be as brief as possible, while still meeting these criteria:


  • The reader must know who you are,

  • The reader must know what your business does,

  • The reader must know why you’re writing to them.


The sooner you convey this message the better, you need to keep their attention for long enough so that they are still interested when it comes to pitching your product/services to them.


Identifying a problem


Next, you need to go in depth about the potential problems that the reader might have. This will be industry specific. This is your opportunity to make the reader realise that you understand the position that they are in.


Showing that your business is the solution to that problem


Directly following identifying the problem is how your business is the solution. Guide the reader through how they can resolve their issues with your help. This could mean explaining how one of your products can make their working lives easier or you could emphasise how using your company’s services can save them time and energy.


Show a testimonial


You should give your readers a reason to believe you. The best way to do this is by providing them with a brief testimonial from somebody who was in their position who has sought out your help. A word of warning – don’t make your testimonial sound too good to be true. You don’t want to risk making your brand sound like a cliché.


Call to action


Finally, round off your letter with a call to action. This is the part of the letter where you tell the reader how to contact you, along with any other information they might need regarding how you can help them.


What makes a good sales letter?


Not all sales letters are created equally. Here’s what make sales letters from More Than Words a cut above the rest:


Personal touch


One of the most effective marketing techniques that you can use is to personally touch the reader. If they truly believe that you understand their issues, they are far more likely to buy from you.


We make sure that all of our sales letters have that personal touch that resonates with your readers, giving you a higher response rate.


Believable testimonials


Because testimonials and reviews are a powerful way to connect with your audience, the way that they are integrated in your sales letters is imperative to how impactful they can be. If you are careless with introducing a testimonial, it can come off as cheesy and uninspired. But when you do it properly, a testimonial can make a sales letter far more persuasive.


Practical call to action


We always make sure that our calls to action are practical. If your call to action doesn’t directly tell the reader what to do next, then it isn’t doing its job properly. There are plenty of options when it comes to CTAs, you could tell them to call you, write back, include a QR code for the reader to scan – the possibilities are limitless.


Sales letters with More Than Words


If you need help creating captivating sales letters, get in touch with our team. We are more than happy to write compelling letters that convey your brand’s message and tone, no matter what industry you operate in.

Need more details? Contact us

Start your journey to new customers and new orders with More Than Words.


More than Words (Marketing) Ltd

Unit 21, Albion House, West Percy Street,

North Shields, Tyne & Wear NE29 0DW

© Copyright More Than Words (Marketing) Ltd 2018.

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