Sales Letters & Flyers

To write a good sales letter or sales flyer is a highly challenging business that should never be approached lightly. Regardless of how wonderful and brilliant your product or service is, ultimately it will be the wording of your sales documents which will decide the fate of your sales figures.

There is a huge amount of psychology involved in creating highly effective sales letters or promotional material. It is no good merely describing how wonderful you think the product is.

We live in a world where people are bombarded many scores of times each day by sales literature, promotional information, advertising and product features. From billboards to television advertisements, from web page banners to emails, and from website content to printed letters, we are all overwhelmed by sales talk.

Or at least, we would be overwhelmed if it were not for the fact that we have all become terribly good at filtering out advertising and sales information which does not grab our attention immediately. To be successful, the wording of your sales documents or sales pages needs to catch the attention of your prospective customers, intrigue them, excite them, hold their attention and make them want more.

That is a very great deal to ask for in today's cynical climate. Taking time to understand who your target customer base is, what makes them tick, and how to present your product in a way which they will find irresistible is a task that must be approached with the greatest care and seriousness.

All too often I have seen sales pages written by enthusiastic entrepreneurs who are terribly excited by their own product. Unfortunately, much of their sales pitch revolves around this excitement, and the one thing guaranteed to put off any prospective customer is a seller centred approach. Your sales letter must focus immediately on the customer - and keep the focus on them at all times. Rather than saying "I am confident that this software will speed up the time is takes to file reports", turn it around and make it customer-centred: "You will be able to complete your reports in half the time."

Another critical aspect of the successful sales letter is to somehow make the customer visualize themselves with the product - thereby making a direct connection. Rather than "You will be able to complete your reports in half the time", try something along the lines of "Picture yourself walking out of your office having completed all of your reports in half the time." It's irresistible isn't it? You can't help imagining yourself in that situation. Now you have focused on the customer, and developed a visual connection, what next?

It's important to make the customer aware of the advantage - what will they gain? Free time? An earlier lunch? A chance to get home early and beat the rush? Creating a visual connection that centres on the customer and presents a positive advantage straight away is a good start.

But there is so much more. How do you manage to hold the customer's attention? How do you manage to get all your information across without turning them off? How do you make them want more information?

And most importantly, how do you manage to turn their hard won interest into a successful sale?

If you have a product or service and are considering sending promotional flyers, sales letters or marketing emails, then hiring a professional freelance writer who understand how to create that winning sales document will make a very significant difference. Picture yourself taking an extra holiday next year on the back of the 300% increase in sales returns as a result of that new advertising promotion. Now that's irresistible!