The Internet has given mail-order business a new boom - and given letters and catalogs a new role. write my paper Today they are less a sales instrument than an important and eye-catching source of inspiration for online trading. And sales letters and catalogs are still ideal for generating prospects and initiating sales. But how do you have to write a sales letter so that the recipients read it and act as requested? Read our tips on this.

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A sales letter should ...

... address the reader personally.

Examples:

  • "Good day Mrs. Musterfrau"
  • "Dear Mr. Mustermann"
  • «You are one of our most important customers. Therefore ..."

... at the beginning do not write about the company or the product or bore the reader with general statements, but tell the reader what he has got from the offer.

Examples:

  • «No more paper jams ...» instead of «We have developed a new laser printer» or
  • «In the age of changing markets ...»

... not even say what the product can do - certainly not with a lot of technical terms, but what it brings the target person.

Examples:

  • «Security and low costs, that doesn't have to be a contradiction in terms ...» or
  • «Fast, quiet, high quality - this is how the new XY laser printer prints»

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... make the reader dream.

Example: "What if good and healthy cooking hardly took any time ..."

... give the reader the feeling: This is about you!

Examples:

  • "For management consultants under time pressure: How to prepare your presentations graphically in a flash"
  • "Did you know that women are usually more successful than men when it comes to investing money?"

... involve the reader.

Examples:

  • «Imagine ...» or
  • "Do you know this situation?"

... surprise the reader.

Example: "Did you know that mailings have strong side effects?"

... touch the reader emotionally.

Example: "Isn't it wonderful to feel the first spring sun on your skin, to breathe in the fresh green ..."

... be courteous, open, and emotional like a personal conversation to trigger a familiar and comfortable feeling in the reader.

Example: “A few weeks ago you left our little holiday paradise for everyday life. Did you arrive safely? Thank you very much again for spending the most beautiful days of the year with us ... »

... show the reader that many people are enthusiastic about the offer.

Example: "More than 230 business customers already use our copywriting service ..."

... refute possible objections of the reader and answer the unspoken questions.

Example: "The curtains are colorfast and therefore remain beautiful even in strong sunlight"

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... address the reader directly, instead of just talking about us, but also not bothering them with excessive direct address.

Example: "Sleep like in seventh heaven on the XY mattress" instead of "We have developed a filling that adapts to the body ..."

... also contain we formulations.

Examples:

  • «We look forward to you visiting us ...»
  • "Curious? We would be happy to tell you more ... »

... be written in a simple, graphic, active, concrete, and precise manner.

Examples:

  • «You receive» instead of «We provide you with»
  • «We look forward to you taking part» instead of «We would be pleased about your participation»
  • "Executive chair" instead of "office chair"
  • «We test» instead of «We carry out the test»
  • "In ten minutes" instead of "much faster" etc.

... contain only positive statements.

Examples:

  • "Easy" instead of "no problem"
  • "Rich" instead of "not poor"
  • "Safe" instead of "no risk"

. not saying that you are good, but why.

Example: "From 120 completed projects, we know what is important for xy."

... prove to the target person that the offer is good, for example with customer statements, test results, study results, bestseller tips and much more

Examples:

  • «... our best-selling chair of the season»
  • "The business trolley is the test winner at ..."

... take away the reader's fear of making the wrong decision.

Example: "If you are not convinced by the result, you will get your money back"

... make the reader an interesting (and if possible limited) offer.

Examples:

  • "You will receive a 10 percent discount on your orders until the end of November 2020."
  • "If you order now, you will receive a 5-part pocket knife free of charge."

... generate pressure.

Example: “Christmas will be in 14 days! Use the last opportunity now to shop easily and conveniently by post ... »

... tell the reader exactly what to do.

Examples:

  • "Visit our branch at Bärenplatz 8 in Bern or order online now."
  • "Simply fill out the enclosed reply card and put it in the nearest mailbox today."

... don't yell at the reader with too many imperatives, but one at the end is right and important.

Examples:

  • «Order your free sample copy now.»
  • «How high do you want to go? We are interested in your plans. Write us."

... say goodbye to the reader with a nice word.

Examples:

  • «Will we see you at the fair? That would be great."
  • «I wish you a colorful autumn ...»

More tips for your sales letter

  • Give your sales letter a clear structure. For example, use the PPPP method (see below).
  • Show the recipient at a glance what is important (the benefit!) - by working with highlighting, bullet points, short sections, subtitles, PS, write paper and headlines in the mailing.
  • Your letter should only contain as much information as the reader needs to be able to decide. But no less either