NFIB

Making Your Sales Letters Stand Out
06/ 17/ 2003

by Vicki Gerson

Many would agree that the most important part of a sales letter is the opening paragraph. This is not only where you are going to catch the attention of your reader and potential customer, but also when the reader decides to either keep reading, or toss your letter in the trash.

Here are a few tips to help make your sales letters more captivating - and your readers wanting to learn more.

Ask a provocative question.

If you ask a question that people want to know the answer to, they will keep reading.

For example, let’s assume you are selling microchips that can be embedded in pets for identification. Your letter may open with this question: "Do you know that one million beloved pets are lost or stolen each year? What are you doing to keep your pet safe? Protect your pet by providing microchip identification."

"Remember when."

If you are targeting a specific generation, opening with the phrase, "Remember when," can have a profound effect.

Assuming you are selling home appliances, here is a perfect opening: "Remember when your grandparents told you how their refrigerators couldn’t keep anything cold without big blocks of ice, and how the ice man had to deliver ice two to three times a week? Well, refrigerators sure have changed!"

"These are critical times."

Few people would disagree with that statement. So, why don't you use it in a sales letter?

"These are critical times in which we live. Although none of us knows what the future holds, we all want to protect our family to the best of our ability. That is why it is important to establish a trust for your estate."

"Wouldn’t it be lovely?"

For example: "Wouldn’t it be lovely if your lawn was green and free of crab grass all summer long? You too can have a beautiful lawn when you purchase my product."

"According to the experts ..."

Using an expert to help verify your point can easily win over an audience.

"Medical research indicates that people who do not get a restful night’s sleep do not perform at a peak performance level during the day. If your mattress is preventing you from getting a good night’s sleep, it may be time to check out this!"

"Visualize this scenario."

Identifying with your readers' dreams may help garner their attention. For example: "Visualize this scenario: The waves are lapping at your feet, the sand feels warm against your back and the magnificent blue sky is above you. This dream can become a reality when you book a four-day, three-night Caribbean vacation through XYZ Travel."

Avoid familiar expressions

Everyone has seen letters with the same trite opening phrases that have lost their meaning due to extreme overuse. Letters with opening phrases such as: "Congratulations!" "I have a free gift for you," "Are you paying too much?" and "A private invitation is being sent to you," quickly find their way to the trash because potential customers want to see that you have given thought to your letter.

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