Confidence makes us buy, because we begin to see that person knows their subject. The lack of confidence in a sales letter shows us they don’t feel comfortable with what they’re saying. It comes across as unsure.

It might not sound like much. You’ve read that giving potential customer specific benefits that offer a solution to their problem is biggest hurdle. But reality is sales depend on how you present your material as to build confidence in you as well as your product.

There was a time when I was a telemarketing sales manager. I know, but don’t hate me. Though I might have interrupted a few dinners or got you up off couch, I am about to teach you something here.

My job was to teach telemarketing reps how to sell. I would center in on someone that wasn’t making any sales, listen in on them, then after a few calls I would let them listen in as I took one for them. I would mimic their sales pitch, using almost exact same words that they did. But nearly every time I did this I would make a sale on my first call where they had struggled through about thirty pitches without even a nibble.

Why was I able to make a sale after only one call using exact same words of a representative that couldn’t close a sale after 30 calls? Confidence my friend. It makes all difference in world.

So how do you apply confidence to a sales letter you’re writing?

1) SELL THE BENEFITS: Forget about trying to explain your product. Instead, give customer what they want to hear. When selling a computer monitor, you could say, “Big 19 inch screen”.

But that’s explaining your product. Try something that gives reader its strongest benefit, like “19 inch screen reduces eye strain and provides a comfortable working environment for you”.

2) DEFINE YOUR LETTERS PURPOSE: Are you writing to entertain or sale. Are you looking to pull a response or do you want people to enter their credit card information. Define your specific goal before you get started, and work hard to lead your customers along your chosen path.

3) WRITE IN “EASY” WORDS: Hey, we’re not looking to win awards here. We want to make some money, right? Don’t try to wow readers with your use of vocabulary. Use words that even a child can grasp.

4) KNOW EVERY BENEFIT: Before you even start, right down every single benefit that a customer will receive with your offer. Later, you can use these benefits for some hard-hitting bullets.