For many companies, sales letters (direct mail) are the main thrust of their marketing. But no matter how much you rely on them, you need to know how to write them effectively.

The humble sales letter has been used for many years so I’m not going to reinvent the wheel with this post. What I will aim to do, is to go through the basics of the letter to ensure yours is as powerful as possible.

The 3 main components

There are a number of different components to a sales letter, but here I’m just going to concentrate on the three main elements – the headline, the offer and the call to action.

• Headline

As with most forms of marketing, if you don’t grab your reader’s attention from the outset, they aren’t going to read your copy.

The headline of your letter must drawn them in. If possible use this on the envelope too to maximise your chances of it being opened. Many people have a sixth sense when it comes to spotting mail shots, so having a teaser on the envelope that will encourage them to open it is a great idea.

There is always a temptation to make your headline gimmicky and clever – this rarely works. The best headline to go with is one that’s benefits driven. Make your headline specific, tell them what you’re selling, its price (especially if this is one of the most attractive things about your product), tell them what it will do for them and what will happen if it doesn’t work.

Now that’s a lot to cram into a headline but it can be done. Take this famous example from Domino’s Pizza for example:

Hot Pizza Delivered to Your Door in 30 Minutes or Less or it’s Free

Anyone reading that will know what they’ll get, when they’ll get it and what will happen should something go wrong.

It will take a bit of practice, but see what you can do. Even if your initial attempt is long winded, work on it, refine it and reduce until you have a powerful, snappy message.

Before I move on to the offer, one other thing to remember is never finish your headline with a full stop. The full stop tells you to stop reading and that’s the last thing you want to happen. You want the headline to draw the reader into the rest of your letter.

• Offer

This is the real meat of your sales letter.

Don’t assume your reader knows about your product. Make sure your copy is explicit. Tell them about the benefits of your product, then tell them the features. But remember to keep it interesting. Bombarding them will strong sales patter will turn them off – make it interesting; make them believe they need your product.

When it comes to the specific offer, you have to make it as compelling as possible. Create urgency by limiting it by time, price or number – only 1000 available, special price for first 50 orders only, reduced price only available until 31st May…

• Call to action

This is it; mess this up and you’ve lost them forever.

Your call to action must me clear, concise and compelling. Don’t confuse them – call now, order now, book now. Also make sure you provide them with several ways of buying – order form, phone line or email. Everyone has their own preference for buying so try and cater for all.

The key to a successful direct mail campaign is to keep your letter interesting, relevant and benefits driven. Make sure you have an attention grabbing headline and a strong and clear call to action.

Sally Ormond – freelance copywriter

Practically anything can be sold – products, services, information – so you would probably assume there is a vast range of different types of copy.

Well, if you look deeper you’ll discover there are three types of copy that fulfil just about every possible use:

• Copy that sells to your reader
• Copy that attracts customers
• Copy that builds relationships

Of course, copy doesn’t always just perform one of these uses; it normally has to achieve a combination of them.

Copy that sells to your reader

Although you could argue that all copy is designed to sell, the main formats involved in this category are:

• Direct mail/email
• Adverts
• Ecommerce websites (where the user can order online immediately calling for an instant buying decision)

Each of these are used to get an immediate sale. Readers of this type of copy are persuaded to make a snap decision and so tend to contain a limited offer of sorts – limited by time, the number available or price (whereby a special offer is only available until a certain date) etc.

Copy that attracts customers

Now your copy has to generate a different kind of response. You don’t need to make a sale immediately, instead you are using this copy to lay the first foundation stone towards making the sale.

This kind of copy is used to raise awareness to something – a website or shop for example. Therefore your copy needs to arouse interest sufficiently to make your reader want to learn more about your product or service. This type of copy is used in:

• Print advertising
• TV/radio adverts
• Email marketing

Copy that builds relationships

There are certain products and services that require a certain amount of customer wooing before they will commit to buy. They may be expensive services, long term services or products that require the approval of several decision makers before a sale can be made.

Therefore your copy in this instance has to in for the long haul. You have to build credibility and educate your readers as to why your product or service is for them.

As a result your copy is going to be informative. Create an image of your product in their minds until they realise they can’t live without it. This style of copy is generally found in:

• Press releases
• Articles and features
• Brochures
• Editorials
• White papers

Now are you beginning to see how versatile the world of the freelance copywriter is?

Why do you need to know this?

Because sales copy isn’t just about making a sale.

There are a lot of people out there who hate to be sold things – if you go in for the hard sell, they’ll just switch off. But if you can prove that your product will benefit them in some way, they are more likely to listen.

As I was growing up, I was constantly reminded to use the ‘magic’ word. Back then it was ‘please’. Today, as a copywriter, the magic word is ‘you’.

You might wonder what’s so magical about the word ‘you’ – well, I’ll tell you. It is a word that helps you build relationships and rapport with your readers.

When writing a piece of sales copy, it is all to easy to write from your perspective. You’ll probably tell your readers things such as:

• When your company was formed
• How many members of staff you have
• What your aims as a company are
• What you can do
• What your opening hours are
• What your opinions are

Don’t see anything wrong with that list?

Who is going to be buying?

That is a very important question you should always have in your mind when writing copy. Who is going to be buying your product?

Your reader, right?

So, if you want the person reading your sales copy to buy your product, why are you talking about yourself and your company?

You and your reader aren’t that dissimilar – you are both only concerned about one thing – yourself.

You want to tell the world how great your business is and your reader wants to hear how their life will be transformed with your product. Therefore when writing copy, put your ego to one side and write to your reader.

Tell them what they want to hear:

• They will save time with your product
• They will save money with your product
• They will be the envy of their friends if they own your product
• They will be better at sport with your product
• They will be more attractive to the opposite sex with your product

As you can see, you and your company don’t feature in this list; it’s all about your reader and what they want to know.

Talk to them

By using words such as ‘you’ and ‘your’, you are starting a conversation. If you cast your mind back to the last product you bought, think about what the sales person was like who served you. I’m betting they were probably helpful, polite and above all, concerned about your needs and what you were looking for.

By producing copy that comes across in the same way, your readers will warm to you and begin to trust you. Of course, any benefits you write about have to be honest, but using the power of ‘you’ will draw your reader in.

I think I probably need to clarify the title of this post before I receive a barrage of complaints and insults from fellow copywriters.

By saying we are ‘plain and simple’ is not a reference to looks or intelligence. Rather that we are adept in the subtle art of plain speaking.

When people discover I am a copywriter they are sometimes disappointed with my every day vocabulary levels. They assume that because I work with words, I will speak in a way that would suggest I eat a dictionary every morning for breakfast. They sit in awe waiting for me to deliver a rhetoric so complicated they will be left open-mouthed as they try to fathom what I said.

Simple wins every time

Being a copywriter has nothing to do with the number of syllables you can squeeze into a sentence; it’s about using simple, every day language that is accessible to all.

Every day you are subjected to a vast swathe of marketing messages. They are everywhere:

• TV
• Radio
• Newspapers
• Magazines
• On the sides of buses
• At the railway station
• On your cereal packet
• On the internet
• In your daily post

I could go on but that would lead to a rather boring post. The point is people are subjected to vast quantities of marketing messages so if you want yours to cut through the crowd, it has to be eye-catching, benefits driven and simple to understand.

No one is going to be impressed with a witty little number that involves having to reach for the dictionary just to work out what’s being said. Your message shouldn’t need to be translated into simple language – it should already be simple.

But what about b2b copywriting?

If you are producing sales copy that is for the b2b market don’t be led to believe it should be complicated.

Many argue that it is going to an educated audience because you are aiming at director level, therefore the language you use should reflect that. But there is one thing everyone has in common whether they are an MD or a house wife – not enough time.

We all lead busy lives these days so we don’t have time to try and work out what a piece of marketing is telling us. Be clear, be straight and be simple if you want your message to get through. Just because your copy is for the b2b market doesn’t make any difference. If anything your audience probably has less time and therefore will want to see at a glance if your product is right for them. If they can read a few lines which give the benefits and a strong call to action, you are much more likely to make a sale than if you send through a complex document.

Make a connection

The important thing to remember in your sales writing is to make a connection with your reader. The best way to start is by using simple, clear language that gets your message across quickly and clearly.

Here are a few examples of words to avoid and their simple counterparts:

Why do you need to know this?

Too many companies make the mistake of writing complex, jargon filled copy. But that isn’t what your readers want. Keep your writing simple so that anyone can understand it. If you find it difficult to step back and write simply, hire a freelance copywriter who will be able to bring a fresh approach to your marketing.

Indulge me for a moment and think of yourself running a busy kitchen. Business couldn’t be better; bookings are up, in fact you now have a waiting list for tables. You have to bring in a new chef to cope with the extra workload.

On Wednesday evening he arrives ready and raring to go. But, he doesn’t take the time to discuss with you how the kitchen works. Instead, he heads off and does his own thing.

The result is TOTAL CHAOS!

The ingredients for successful direct marketing

In the world of the freelance copywriter there is a recipe that is regularly used to create great direct mail that works.

• A great list
• An amazing offer
• Brilliant copy

As a copywriter, the first two items in the list are usually out of your control, but that isn’t an excuse. When dealing with direct mail it’s essential to be part of the whole process. Get to know what the campaign is for, why it is being done, who they are targeting and what they are hoping to achieve at the end of it.

Where is the list coming from? If it’s bought in or old it is unlikely to be targeting the right people and the campaign will probably fail. Whereas if it is an in-house list, it stands a better chance of success.

If the offer isn’t particularly eye catching it will fail. Don’t forget you are asking people to part with cash – just because you think it’s a great offer doesn’t mean they will. Put yourself in their shoes; what would they perceive as a great offer?

And when it comes to the copy, if the list and offer are poor, you can write the best copy in the history of man and it won’t work.

Put in your all or it will go Pete Tong

At the end of the day, if you as a copywriter don’t have some sort of input into the whole process you are running the risk of the campaign failing. You can’t make your client do what you want, but you can at least put your point forward.

If you want to maximise the chances of it working, find out about the list, work with the marketing team and write the best copy you’ve ever written.

No guarantees

There are no guarantees – there are a lot of factors that can throw a spanner in the works (tone, target audience, timing, world events, how it was sent etc.).

If you are thinking of hiring a freelance copywriter for your campaign remember to treat them as an extension of your team. They have a great deal of experience so use it to give your campaign the edge.

If you are a copywriter, you have to be an extrovert. That doesn’t mean to say you have to get off your trolley constantly – well you could, might it play havoc with your writing.

Your gregarious nature means you have to be personable so you can build rapport with your clients.

You also need to be a great listener – that way you’ll understand exactly what they are looking for.

And you have to understand your reader – you have to get to know everything about them.

The first two things are reasonably straight forward to achieve, but the last one is a wee bit tricky. Getting inside your readers’ heads can seem an impossible task. I mean, half the time I don’t even know what’s going on inside my own head!

But taking the time to truly understand their inner most thoughts, you’ll discover what it is that makes them buy. Which, of course, makes your task of selling to them a lot easier.

Pay attention to the little things

Although collectively known as the human race, we are all different. We have our own personalities just as we have our own dress sizes – so the ‘one size fits all’ approach to marketing isn’t going to work.

Treat people as individuals. If you’re sending out a newsletter or sales letter, take a bit of time to work out how to use the mail merge feature and make sure they are all personally addressed. Dear Mr Gerard will go down a lot better than a generic Dear Sir, or God forbid, To whom it may concern.

By using their name it will at least appear as though you know who they are. You’re not treating them as some faceless wallet you are hoping to open.

People are real

I do like to state the obvious.

Market research, data and reports are all well and good, but how well do they represent your market? If you want to know what your customers are thinking, ask them. Either face to face or survey them – offer a free gift to encourage them to take part. Just think how powerful that kind of research is.

No matter who your target audience is, you’re bound to know someone who fits the profile. Whether it’s a friend, family member or neighbour, talk to them, ask their opinion, find out what they are looking for. Then when you sit down to write your copy, you’re writing from their heart.

You have more than one customer

When you’re writing a piece of sales copy (whether you are a copywriter or a business owner), you’ll always be writing for a multiple audience. Each and every person will have a different view on things but don’t let that put you off. Aim your copy at your typical reader – the person who has all the traits of your audience.

If you try and write for everyone, your copy will end up bland, long winded and most probably muddled so don’t even try.

At the end of the day, your reader is the most important person. Forget writing about your company, or if you’re a copywriter, the company paying your invoice. Customers don’t want to read about the company, they want to know how the product will help them; what benefit will it bring to their life?

If you answer that question, your writing will hit the spot – every time.