The purpose of a sales letter is to persuade a visitor to buy your offer. In other words, it’s a means of selling, not marketing. That means you need to get the visitor to click your buy link that’s in the letter. Of course, at he same time you have keep the visitor’s attention by believing it’s worth reading through and taking action
First, know what your visitors’ need and wants are in your niche. What do they desire from you that will solve a problem they have? Write a letter out that will tell them you’re offer will solve their problem and how it will do it.
Second, be straightforward and simple in your organization and use of language. They don’t want to read a piece of fictional literature but get the information about your solution that will help them.
Third, emphasize the benefits for them, with that specific problem, of your product. Present them clearly and in language they will understand. If there are technical terms you think they will understand, and even look for, then use them as part of the selling process. If however you’re aiming at new people or those with little knowledge of the product’s solution, then keep things as simple as you can.
Fourth, keep it informal. Imagine talking to a friend who’s asked you about the offer and you’re telling them in the best way you can to make it clear to them. Visitors will want to “hear” you voice in your writing rather than another same-as sales letter.
Fifth, remember your audience. Yes, keep language simple for them. But don’t necessarily presume what’s simple for you is simple for them. You might use words simple enough in your view but someone else has to look it up in a dictionary to get what you mean. You want them to get through the whole letter cleanly without hesitating and being put off by not understanding a word.
Sixth, unless you opted to use a long form type of letter, keep the length short on the whole. That way they can get through it quickly if they’re feeling under pressure of time. Fewer words and to the point might be more likely to get the whole letter read,. However, for you, your business,and your target market the opposite might be true, so test what you’re doing.