The 14-Step Formula for Writing the Perfect Sales Letter
6. Keep your copy on track. You're not writing a novel, but your main idea should be a thread that weaves through the whole letter. At minimum, present your theme on page one and end on a similar note on the last page.
7. Make the body of the letter work hard. If you've grabbed your reader's attention and generated interest in your offer, follow immediately with benefits, details, word pictures, testimonials and proofs to eliminate doubt.
8. Call for action. Quickly restate the main points of your offer and ask for the response you want—clearly and directly. Restate information on involvement devices, motivators, incentives, etc. Restate the big benefit.
9. Make response easy and clear. How should the reader respond? Give your toll-free number. Explain the ordering process one-two-three.
10. Guarantee your offer. Assure the reader that there is no risk. State your guarantee in strong terms. This should directly follow your call to action.
11. Stress urgency. Why should the reader respond now? Is it a limited-time offer? Are supplies limited? Are prices going up soon? Give a logical, sensible, honest reason why this is the best time to respond. And be clear about what will happen if the reader does not respond—the lost opportunity, the consequences.
12. End the letter when you're finished. Just as you shouldn't have a long wind up at the beginning of a letter, you shouldn't prattle on at the end. End a letter as bluntly as you began it. Often this is a quick restatement of your instructions for responding or a simple "thank you."
13. Have the right person sign your letter. Your letter should be signed by the highest authority person available or by someone relevant to the reader. Ideally, the signature should be in blue ink. (Hint: Consider how the signature looks. Does it suggest confidence and believability, or is it shaky and uncertain?)