In spite of the multitude of communication options available today, the sales letter remains a viable vehicle for reaching your prospects. Here are a few tips to help you revive this "ancient" art to your advantage:
Use an arresting headline. Your prospects will continue reading if the first line they see is something like "Outsmart your competition" or "Save 35% on your freight bills!"
Expand the headline with a benefit. Tailor that benefit to the needs of the person reading the letter. For instance, if you are appealing to a competitive situation, tell how your manufacturing technology can get a product out faster.
Use proof sources. Nothing supports your claim like actual cases, testimonials, and statistics. Ask satisfied customers if you may use them as references.
Make an offer. Offer a limited-time discount, service contract, or free peripherals - something that will compel the reader to respond quickly.
End with a call to action. Include your email address, phone number, business reply card, or order form.
If this doesn't tempt your prospect, you now have a great reason to pick up the phone and follow up.
