Sales Letter

Sales Letter

This kind of business letter is one whose purpose is to generate sales –

  • To have the reader look upon the opportunity with something special
  • To have the reader look upon the opportunity as something he cannot miss. 
  • So, he will follow up and complete the sale.


At least, the reader will (a) follow up and (b) contact the writer to pursue the possibility of following through on the sale.  

That is the purpose!  So, how can you accomplish this with the written word?

Apply the simple formula of the business letter.  You should have three paragraphs:

  • A short opening that tells the purpose and leads into the main body of the document.
  • The middle paragraph(s) that provide the details – briefly – and succinctly.  
  • A short closing paragraph that begins with a direct request for action and adds a goodwill comment that highlights benefits to your reader.


So, let’s begin.  What are we trying to sell?  We need an example. 

Let’s assume that we are trying to convince a home-owner that he or she may need to purchase something to enhance the home – either an asphalt driveway – or sealer for the asphalt driveway – or perhaps even a new concrete driveway.  I suppose it could also be a new roof for the house.

The writer – in any of these cases – would be wise to have a good look at the houses in question to determine if such changes would be required.  Otherwise, trying to sell something the reader has no need for will not be a successful venture.

Write for the reader.  So, whatever it is that you want to sell, you should have a reasonable idea that the reader will be interested.  Maybe the reader cannot afford the purchase at this time, but it may be something that he will consider in the future – near or distant future.

So, that’s the premise before we ever begin the sales letter.









The sales letter format



Okay, first paragraph.  What are the benefits to the reader? 

  • Highlight the benefits to the reader. 
  • Tell the reader what is the purpose of the letter and lead into the main body.


As part of this excellent neighbourhood in north Sarasota, you may be interested in learning how you can maintain, and even raise, the value of your home.

Above, with such an opening, you have caught the reader’s attention.  You have not provided all the details – the surprise – in the opening, but you have provided a benefit, and invited the reader to read on.  Great!

Then, add the second sentence.

As part of this excellent neighbourhood in north Sarasota, you may be interested in learning how you can maintain, and even raise, the value of your home.  Enjoying the benefits of a new (roof, driveway…) will help you achieve this excellent goal.

Something like the above can provide just a hint of the purpose of the letter. 

The reader’s response is likely to be one of curiosity and he will want to read on.

The middle of the letter will provide the details, briefly.  Highlight benefits.  Provide only as much as you need to present to the reader. 

The ABC System of widgets can do the following:

  • Point One
  • Point Two
  • Point Three


Closing paragraph.  Then, the short closing paragraph that begins with a direct request for action and adds a goodwill comment to highlight benefits to the reader.  Highlight the positives.

Please contact me at … if I can assist you in any way.  I look forward to being able to work with you to enhance your property in the best possible way. 

If you avoid any phrases that hint of the negative – like “improve” or words to that effect – you should be able to produce an excellent and captivating sales letter.


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Quality phrasing and content.  A sales letter needs to be something that the reader will take the time to read and understand. 

  • If you prepare it as a junk-mail flyer, you are not likely to be taken seriously. 
  • Instead, create the perfect business letter – almost a proposal of sorts – that will catch the reader’s interest.


Target marketing is important as well.  A broadcast distribution may be effective in some cases, but a more specific approach is likely to net you the returns you want.

  • Always provide a means by which the reader can contact you. 
  • Offer to assist. 
  • Try to avoid indicating that the reader may have questions. 
  • “Open the door” by offering to assist.


Then, your sales letter can be a most effective one.


LINK - Return Sales Letter to Types of Business Letters.

LINK - Return from Sales Letter to Business Letter Template

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