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7. Be short. Research also shows that people won't read long letters that look hard to read, with long, black, solid blocks of text. Better to use short paragraphs that make your letter look more inviting, and easy to get through.
Use simple words and use jargon sparingly. Write in crisp, short, snappy sentences. Even sentence fragments.
When you're writing a sales letter, you're trying to communicate with your readers, not impress them with your grasp of
American language. Remember, you're writing to sell, not impress.
8. Be free. Give something away. A free trial, free shipping, even free literature you may have printed for another purpose. It has been proven, time and again, that adding something free adds tremendously to power of sales letter.
9. Don't let 'em get away. Follow advice in previous eight tips and you'll find yourself writing letters that will capture interest of your readers. But you can't just let them nod in agreement, and do nothing. After all, it's human nature for most people to procrastinate. You can't let them off hook. The successful letter writer tackles inertia and creates a reason for prospect to act –– and to act now. Ask her to tear off a reply card, check a preference, paste a sticker on phone or calendar, or answer a short quiz. There are probably dozens of other simple devices you can think of. A reader who starts to do something with your mailing is a good bet to end up being a reader who buys something.
10. P.S. Don’t forget a postscript. A postscript is an opportunity to restate offer, to create a sense of urgency with a deadline, to offer a special premium or to remind reader of an important detail. And maybe best reason for using a P.S. is that so many professionals have proven that it works.
Walter writes, edits and publishes "Words @ Work", a FREE bimonthly newsletter of advice and information about writing that works. Subscribe by visiting www.walterburek.com or via e-mail to: walter@walterburek.com
Walter Burek is an award-winning copywriter who learned his craft at some of the finest advertising agencies in the world, and has been a writer and Creative Director on some of advertising’s most important accounts.
Currently, he offers freelance copywriting services through his company, WalterBurek.com.
Walter also writes, edits and publishes Words@Work, a newsletter for marketing communications professionals.
