Sales Letter Checklist

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Sales Letter Checklist:

• Headline: It should be an attention grabbing message (a strong and specific message telling the reader what your offer is about). It is usually 3-30 words long. The objectives of the headline: 
  • Catch attention of the reader;
  • Address your potential customer;
  • Explain the benefit of your product or service;
  • Give a firm assurance;
• Image: An attractive relevant image (revealing the benefits of your product) catches the eye and grabs attention effectively. The image is a way to communicate your sales offer to the customer in a visual manner, so your picture should be clear, pleasant (positive) and high-quality;
• Greeting and Lead Paragraph: Speak to the reader resting upon sense of your headline – pick up wording relevant to its tone, dynamics and theme:
  • First of all identify your reader’s problem which you are offering to resolve;
  • State assumptions why they haven’t been able to resolve this issue before;
  • Let the reader know that your product or service can help to solve this trouble;
  • Address your prospect directly: use open-ended questions to make the reader dreaming about how great it will be if the stated problem would get eliminated by your solution, so you excite his or her fantasy to work for you.
• Body Of The Letter: This part of the letter is usually built around the following items:
  • Explanation on how your prospect’s life will become better with your product (come back to depiction of the problem again and again, reminding the reader why it is the right moment to put an end to the issue which for they have been seeking a solution so long);
  • Giving the real examples of highly positive results (let the reader feel something “tangible”);
  • Approving your company’s expertise, authority, competency and credibility in resolving this sort of problems (you need to explain why you are worth of listening to);
  • Anticipating and answering certain objections that your customer might have about your product. Making a brief comparison against your competitors to highlight your advantages;
  • Composing your letter from easy to read short sentences and paragraphs;
  • Making the emphasis upon the strongest benefit of your product or service (only after this you may begin to drill down for outlining the least important benefits);
• Closing:  Here is the conclusive point where you stimulate your customer to make a decision. In this part you should provide your guarantees for quality, adding confidence to your sales offer, and then communicate the core of your offer, you may combine some of the following variants:
  • Reveal your best price and some bonuses which they can get if they follow your offer now;
  • Call to action, proposing to your reader an activity: to make a call immediately or place an order today (using clearly provided instructions);
  • Encouraging a customer to join a conversation with you (to get a personal consultation right now)...

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