Sales letters do more than just “sell.” By including essential components of information within each letter, you alert and inform your customers. It's these letter components that also help you persuade the recipient to respond in the intended manner. These components act as the gentle nudging incentive to provide that response. In other words, you present this information in a way that grabs the recipient's attention, increases the desire to listen to your message, and encourages them to act. The most common components include the following:

Benefits

When somebody reads a sales letter, it's the benefits you present in that letter than converts someone's “want” into a “need.” When that person can see how a product or service will benefit him or her, that person is sold! Always keep these benefits in mind when organizing your letter, presenting first the feature you anticipate will provide the best benefit. Make sure you are describing that which will motivate. Features (like size, color, and price) are important eventually, but they aren't what you're selling. You're selling the value of those features and how they will benefit the customer.

Features-based writing: “It only weighs …”

Benefits-based writing: “You get the convenience of a lightweight …”

Features-based writing: “It has surround-sound …”

Benefits-based writing: “You get the pleasure of being enveloped by luxurious sound coming from <description of> speakers positioned to …”

Offers

An effective offer must be one that is about more than special prices or services. An effective offer is one that motivates the letter recipient to act. To do so, an offer must convey value and scarcity.

Every time a sales letter recipient reads your offer, he'll be subconsciously asking himself: “Why do I need this now?” Anticipate that question and phrase your offer accordingly.

To the first three clients who respond to this cell phone upgrade service, we'll provide a hands-free headset at absolutely no cost!

To the next three clients who upgrade their service, we'll provide a free leather carrying case.

Testimonials

People do buy based on the influence of others. (That's why so many television commercials feature celebrities as company spokespersons. Other times the commercial characters — like the M&Ms candy “people” or the fictitious Maytag repairman — become recognized enough that that recognition alone adds credibility to the message.)

People also like to know that others like themselves have profitably or successfully used your product or service: They want to know how others benefited so they can see how they'll benefit as well.

Being able to provide testimonials requires some prep work on your part: You first have to “ask” satisfied clients for that information. One way to increase the odds that you'll get what you need is to offer a free gift or service in exchange for completing a survey form. If your product has been reviewed in a leading publication, you can pull a favorable quote from the review and use that. Try to include a validating testimonial for each benefit you're including in the letter.