Do you want to learn how to make your sales letter bullet proof?
Avoid these 5 unforgivable blunders and you’ll be on your way to signing up new clients in style. Remember the copywriting essentials though; keep sentences and paragraphs short, emphasize benefits, always keep the reader in mind and keep it friendly. Also don’t forget to address the recipient personally for maximum effect.
Here are the 5 things to avoid in your sales letter:
1. “as a valued customer”
Using clichés such as the one above and “we are delighted to inform you”, is how you end up in the junk mail category. They’re called clichés for a reason, so try to come up with something more original.
Cliches are a big no-no whenever you’re writing to sell. Using something like; ”Dear Friend” or “As a valued customer” is a surefire way to get thrown in the bin.
2. Long paragraphs
Long paragraphs require more effort from the reader to go through your letter. It also discourages them from reading it too. Instead, make your paragraphs short for easy reading. As rule of thumb, talk about one idea per paragraph
3. Not giving a reason to buy
I started Kanguro last year and I would receive letters for various services & products. Out of the many letters I received. One of them was from an accountant; two pages long and it began with a history of the company.
Needless to say, if you’re trying to sell something – do not start off explaining your company history. Give your prospects a reason to buy from the first sentence! Your prospects don’t want a history lesson. They want to know “what’s in it for me?”.
4. Flashy graphics
Brochures and fliers are the place for fancy graphics not sales letters. Your sales letter needs to look like a letter. And not an entry to your city’s art fair. Leave the design at home for now and focus on what you want to say.
5. Fancy fonts
Fancy fonts may look nice and you’d think it’ll make your sales letter stand out. Yet, if it’s hard to read, it will standout for frustrating your prospects. Studies show a serif typeface are the most readable font for print.
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