Most people assume that a good sales letter will drum up business, but what you might not realize is that a bad sales letter doesn’t just fail to attract clients. It can actually dissuade potential clients from giving you a chance. That’s why a well-written sales letter is so important – you’re not just trying to attract new clients, you want to make sure that you don’t turn anyone away.
A good sales letter doesn’t just tell people who you are, what you can do, and why they should hire you. You need to show the readers how you can help them! To do that, include these five basic elements of a good sales letter.
The Problem: Let’s say you own a muffler shop. People are going to come to you if their mufflers fall off, but how else can you help? Be specific about the types of problems you can solve.
Generic: Are you driving around with a noisy muffler?
Specific: You’re not sure which part of your exhaust is rattling, but your classic, Italian import rumbles down the street like a tank.
The Solution: Once again, be specific. Obviously you can fix a person’s muffler, but so can any other muffler shop in town. Tell your reader how you can fix a problem that no one else can solve.
Generic: We can fix your muffler.
Specific: Our specially-trained experts can identify and repair any exhaust issues in any make or model, foreign and domestic.
The Benefits: We know you can fix a muffler, but what else do you have to offer? This is especially important if your rates are higher than a competitor. Show your reader why your services are better than anyone else’s.
Generic: We provide fast, exceptional service.
Specific: With a nation-wide network of shops available to us, we can order and receive parts within 24 hours from across the country, so you’ll be back in your car in no time. While you wait, drive one of our loaner cars so you don’t miss a thing. And with our lifetime warrantee, you’ll never have to worry about the quality of our work – if something goes wrong with your repair, bring your car back in and we’ll fix it for free.
The Proof: Don’t just tell people what you want them to know – show them that you can back up your claims. This is the perfect spot for a testimonial from a client or statistics proving that your data is correct.
Generic: Our clients love our services.
Specific: “Muffler Muffler was amazing. It only took a day for them to locate and receive my hard-to-find parts, and within hours of receiving them I was back in my car. They even loaned me a clean, well-maintained Silverado to take to my son’s baseball tournament while they fixed my car. If I ever have another problem, Muffler Muffler will be my first call.” Bill W.
Call to Action: Don’t just tell people what you do, give them a reason to contact you. And if you can, include something free or discounted – people love getting free stuff!
Generic: If you ever have muffler problems, give us a call.
Specific: If your car’s rumbling, call us now to receive a free inspection and estimate. Bring in this letter, and you’ll receive 10% your services! Make an appointment before the end of the month, and we’ll give you a coupon good for a free coffee and donut at the shop next door so you can relax while you wait!
And voila! You have all the parts you need to construct an effective sales letter. If you have any questions, let me know!