How to Create a Sales Letter that Sells - vBA1

• The purpose of an email sales letters is to generate leads (a response) - not a sale. That could be a positive return email, an agreement to meet for coffee, a download of an e-book or guide, sign up for a 30 minute seminar and so on. A good email sales letter opens doors; the sale is the next separate and distinct step in the process
• An email sales letter may also seek to convince existing customers to buy something right away or commit to buying something on a more regular basis
• Promoting the merits, advantages and benefits of a new product-service

Important to keep in mind:

• Internet writing style stresses conciseness but not at the cost of meaningfulness
• Your audience's attention span is short so don't waste words
• Write in the same manner as you speak so when you meet the prospect in person or on a phone call, they know it's the same person: credibility
• Avoid run-on sentences and those longer than 20-25 words
• Use bullet points to list things or numbered points for sequences
• Focus on the the sales prospect's business and potential problems-issues that affect it
• Avoid superlatives (biggest, best, most, etc.), cliches, vague statements, excessive adjective use, and self-promotion
• To emphasize a word or a sentence (and do this selectively), 'bold' it
• Shorter emails suitable for less expensive services; longer emails for more complex or expensive services
• Spelling, punctuation and grammatical errors distract, damaging your credibility
• Your email should be well-organized, accurate, and not leave out important details
• Focus on one problem or issue rather than trying to cover many Sans-serif fonts (Arial, Tahoma, Verdana) are most used for on-monitori reading
  Uses a vocabulary suited to the email letter's audience, industry, management level and purpose

As a rule, use the active voice (the cat ate the mouse) and avoid using the passive voice (the mouse was eaten by the cat) as it is less forceful

Elements:

• Headline
• Salutation
• Attention-getting 1st paragraph
• Explanation of service, solution, strategy, approach
• Benefits
• Call to Action
• Optional “no risk” offer
• Contact information
• Closing salutation