How to write winning sales letters

Today’s sales letters aren’t mailed and are rarely handwritten. But, they’re often repurposed as paid search landing pages for lead generation. Writing sales letters is more art than science, but if you follow the five suggestions below, you’ll achieve greater response.

Get Their Attention
Pretend you’re the client, and tell them what they want to know about your offer, anticipating questions they may have.

Show Advantage(s)
Good sales letters have an introduction, a body and a conclusion. And they’re written conversationally, with short paragraphs, even shorter sentences and lots of white space. After you’ve told them about your offer, show them a benefit — not what they get, but what they really get. For example, if you’re a criminal lawyer, you’re selling legal services, but your client is staying out of jail!

Prove It
This is where great sales letters are made. Social proof, in the form of real testimonials, are often more powerful than any other part of your letter. Psychologically, we all have some resistance when being pitched, but we let down our guard when someone else, who went before us, had nice things to say. Do not forget this section!

Sum it Up
Tell me again everything you’ve told me — why I’m reading this letter, what benefits I get and why I should believe you.

Ask for Action
Don’t make me think — tell me what you want me to do. Pick up the phone, fill out your form, etc.

If you follow this simple, 5-step formula, your sales letters and landing pages should convert suspects into prospects, prospects into leads, and leads into sales.

Brian Farrell is a coach, helping clients achieve their personal and professional goals. He's also the creator of the "QA2 Method". For more about Brian, visit