Innovative Business Writing
Writing Sales Letters
Need Help Writing a Sales Letter?
Not every sales letter sells. You've probably seen them. They just don't connect with
the potential customer.
Maybe the letter is not very clear, or just poorly worded. Sometimes they look
overwhelming to read, with large blocks of text filling the page.
If you want your sales letter to be a winner, follow the steps described
below. They provide the tools you need to build a sales letter that delivers results.
“Building A Strong Sales Letter”
Writing a sales letter is like building a house. If you want to have a strong letter, you need to
build a solid foundation. Then all of the elements standing on that base must support each
other. The key elements of a successful sales letter include the headline, the lead, the body,
the close, the guarantee, the P.S. and the ordering device
1. The Headline should draw the reader’s interest and
compel him or her to want to read more. It may identify
a benefit of the product or service, make an offer, or
ask a question.
2. The Lead includes the first few lines of the sales
letter and tells the reader “what is in it” for him or her.
What is this product or service offering that he or she
needs? How could he or she benefit from buying or
3. The Body is the sales presentation. It will describe
your product or service, give information on its
benefits, and provide credibility for claims made about
4. The Close restates the offer being made and
provides ordering information.
5. The Guarantee should state the actual terms of
any refund to alleviate any possible buying
The P.S. should provide a few more enticements,
restate the benefits, or provide more credibility.
6. The Ordering Device should restate the major
offer or promise in an affirmative way, restate the
guarantee, provide a place for collecting all ordering
information, and prompt the customer to act now.
A winning sales letter could be as short as one page, or as long as twelve or more.
However, if any part of the sales letter is missing or weak, it may not overcome a
customer’s reluctance to buy.
The major goal in writing a sales letter is to persuade the reader to take an action: buy a
product, use a service, place an order, visit a store, call a telephone number, or seek out
more information. And only a well-built letter can do this effectively.