Writing a sales letter is not an easy task. If it was, everyone would easily score six-figure contracts in a snap. In order to make a sales letter effective as well as specially designed for a large contract, here are some considerations you need to keep in mind.
Be appropriately brief
The kids don't use the phrase TL;DR (too long, didn't read) for nothing. Your sales letter needs a similar approach.
While there is an endless debate as to how long the ideal sales letter should be with no magic bullet solution, one thing that all sales experts agree on is that you should not have this several-page saga that could dwarf a tax reform bill.
Think of your audience. They are key decision-makers in organizations that have a lot of cash to spend on your product or services. As a result of those large coffers, there are also large responsibilities to go with it so they get bombarded with emails and internal memos all day long. These prospects only have so much time to read your sales letter whether it comes by email or snail mail. And that sales letter is definitely going straight to the bottom of the priority pile due to demanding schedules.
Highlight key information at the top of your sales letter, which tells the prospect early on what exactly your product is, what it does, and how much it costs. Even if your sales letter does take up several pages, you may be able to capture your prospect’s attention when you place these important points at the start of your sales pitch.
Use a personalized greeting
It's impossible to personalize every sales letter to a fine degree, especially if you're using automated lead nurturing. However, you're not trying to get people to buy a pack of gum on impulse at the grocery store: you're trying to get busy decision-makers at organizations to invest thousands of dollars in your produce or service.
Therefore, "Dear Sir or Madam" or "To Whom It May Concern" aren't going to cut it. You need to address the prospect by their name, or at least their organization's name if you're cold-calling. Their job title helps as well.
Depending on your sales territory and how many states or countries it includes, it can't hurt to include one or two sentences pertaining to the client’s location so that it shows your sales letter isn't generic. Since you're going to want to dedicate a significant portion of the letter's body to the problem that your product solves, any local angles will vastly help too.
Directly address the problem(s) your services may solve
Noted recruiting expert and business leader Liz Ryan tells job-seekers to write a "pain letter" instead of a cover letter. Instead of stating simple facts like education, experience, and past job titles, the pain letter tells the reader about a specific problem that they are adept at solving that the organization may be facing.
There are several ways you can find out whether the organization is having business pains. Some of them are easy to figure out, such as the example Ryan gives with payroll specialists targeting startups and employers experiencing high growth by reading business magazines.
Given that 70 percent of business decision-makers buy a product to solve a problem while only 30 percent buy to gain something, the pain letter approach offers ideas worth mimicking in your sales letters. In your average firm that has 100-500 employees and is likely to have the cash for a six-figure contract, there are at least seven people involved in making those decisions. Therefore, your sales letter must heavily focus on the pain that your product alleviates to get at least four of those seven people on board with a potential purchase.
Focus on the real-life issue the prospect is currently dealing with, or likely to be dealing with. Agitate them a little by identifying this problem, discussing it, then hook them in by talking about how much your product is going to help them solve their current or future dilemma.
By stating important information early on and keeping the letter brief, you're showing you respect your prospect's time. Personalizing it to show you pay attention then delving into the problem that your product solves will hold their attention and make them more likely to give you a call about a huge contract than a generic letter that just says you're good at what you do.
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