Enjoy today’s guest blog:
Ensuring Your Sales Letter Uses the Right Language for
Your Target Client
A sales letter is the introduction between you, your business, product, etc. and a potential customer. Most will lead to nothing, but for many business owners, a great sales letter is the jumping-off point for a long and profitable relationship with an excellent client. Articulating your business – and the ways that your business can help a potential client – is the first domino to fall in a succession of moves that separates the wannabes from the players. Follow this guide for making your sales letter sing.
When it comes to grammar, punctuation, and spelling, there is no room for error in a sales letter.
Flawless Grammar
When it comes to grammar, spelling, and punctuation, there can be exactly zero mistakes in your sales letter. Perfection is always the goal, but rarely the end result. With a sales letter, there is literally no room for error. If you’re not a natural or experienced writer, be honest with yourself about your talents (or lack thereof) and hire someone to write it for you. At the very least, have several people check and double-check it for mistakes. A single typo will make you – and your business – look amateurish.
Conversational Tone
Generally, sales letters should be in a conversational tone, meaning you should write the way you speak. A sales letter that is too formal or academic will be difficult to read and can appear as if you’re overselling. Most potential customers spend very little time reading a sales letter. If it has to be read and re-read in order to grasp it, it’s almost certain to be dumped in a pile headed for the shredder.
When writing a sales letter, try your best to think from the point of view of your potential customer.
Become Your Customer
Perhaps most importantly, you have to write not for yourself, but for the customer you hope to attract. In order to do this, you have to mentally prepare by becoming your own customer. Work hard to understand their point of view, their background, and their needs. The language of a sales letter will be completely different depending on if you’re a plumber or if you sell medical equipment. Jargon and language is industry specific. You not only have to learn the language the way your customers speak, but you have to envision the things that might entice them – or turn them off.
What are your tricks to writing a perfect sales letter?
Andrew Lisa is a freelance writer living in Los Angeles. He writes about small business management, marketing, and profiles business pages such as the Miracle-Ear Facebook page.
