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6 Tips for Writing Dynamic Sales Letters

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[You can download the ebook of this series in our Subscribers’ Vault. ]

By Denise McGill

This is the last article in a series of four to help small and rural businesses write sales-generating web content, product descriptions, sales letters and more. In last week’s article, Write with a Clear Message, I discussed writing your promotional materials in a clear, understandable voice. This 4th article will touch on creating that all-important sales letter…or any company correspondence for that matter. We will discuss presenting yourself in a professional…yet approachable manner.
Start with Three Simple Words
I want to start by mentioning a recent post on Small Biz Survival – titled “the difference it makes.” Author Jon Swanson states three very important words at the end of his post – just be helpful. Those three words are just as important to remember when writing sales letters or promotions as they are in face-to-face meetings. Your sales letters, ads and brochures don’t just promote products and services, but build customer relationships, credibility and trust. Sales materials should be informative and provide value to the customer. The hard sales line in your written correspondence rarely gets you anywhere.
With that said…let’s get down to some of the mechanics and basics of writing your promotional materials. This list should give you a great start to creating a dynamic letter or promotion.
  • You are introducing yourself and your business. In your business correspondence, you are representing yourself, your business and your product line. Be sure that in all written communication, and that includes emails, that you provide complete contact information. At minimum, provide company name, address and phone # on correspondence. Your business title is also a great thing to add. Customers love to know that they are hearing directly from the business owner, the operations manager, etc.
  • Distinguish yourself. What makes you different from your competitors? Do you provide emergency 24 hour plumbing services, is your product made exclusively in your area, is your shipping free, does your product benefit a particular customer base? Put some thought into what makes you or your product unique and be sure to state it in your materials.
  • Keep paragraphs 3 to 5 sentences. Long, daunting paragraphs tend to be skipped over (or skimmed at best). Make it easier for your reader by providing frequent breaks in the writing.
  • Use Subheads to keep customers reading. “Start with Three Simple Words” is an example of a subhead and is used between the 1st and 2nd paragraph in this article. Subheads break up paragraphs and give the customer a glimpse of what is to come. Your subhead should catch your reader’s attention and prompt them to continue reading. The curiosity of what the three words could be keeps a reader engaged.
  • Provide credibility. If you have a great customer testimonial on a product you sell, by all means, use it in your promotional materials. If you market vitamin supplements and have access to clinical reports, cite your sources. Providing proof and credibility in promotional materials promotes trust in the product. Just make sure your testimonials, reports, etc are all legitimate… and don’t go overboard – it can destroy believability.
  • Clearly state your “Call to Action.” When you make your close, clearly state what you are offering your customer and how to place a hassle-free order.
    • Let them know exactly what they are getting
    • Be clear on pricing
    • How to order and if there is a time limit to order
    • If there is a money back guarantee or return policy


Follow these tips and remember to be professional, yet approachable in your writing style. Make your sales materials informative and easy to understand. Today’s consumer is typically busy and has precious little time to spare. Also, don’t approach customers with a hard-hitting, exaggerated sales pitch; you’ll lose the sale and a potential loyal customer. Long-standing relationships with customers are built over time.

About the Author:
Can’t seem to find the right words to sell your product? Denise McGill is a freelance copywriter specializing in catalog product description, copy makeovers, web content, landing pages, promotional materials, sales letters, articles and more. Visit her website at http://www.mcgillcopywriting.com for more information on giving your business the competitive edge. Also, take a moment to subscribe to her online newsletter to receive more writing tips and hints.

Note from Becky:
Please join me in thanking Denise for a truly outstanding series of guest posts! You can download the ebook of this series in our Subscribers’ Vault.

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