Conquer new customers, revive old prospects? Announce the release of a new product or promote a service? The sales letter remains one of the most effective methods, at a time when it becomes difficult to reach your targets via email. Here are some secrets from sales pros to make it easier for your prospects to become customers …

A good sales letter would even sell a freezer to an Eskimo, we often hear it said. Don’t kid yourself! Also, don’t be fooled by the title above.

You may have written a perfect sales letter, of formidable efficiency, by following the AIDA method to the letter (capturing Attention, arousing Interest, arousing Desire and triggering Action), if the prospect does not doesn’t need your product or service, you can only persuade him under torture.

1. Set specific goals

First of all, you have to define the primary purpose of the letter: to encourage a customer to go to your store, to register for a course or to sell three tonnes of tomatoes?

This will make it easier to write with a goal in mind and above all easier to quantify the return on investment of your sales letter.

2. Know your targets

Personalizing a sales letter does not mean simply filling in a field with the recipient’s first and last name. It means knowing your prospects on your fingertips.

Who are they, what do they do, what do they eat, in what position do they sleep, with which hand do they scratch in the morning when they wake up? Unleash your voyeuristic impulses!

The more seriously, the more you know about your recipients, the better you will be able to personalize your letter using their language, drawing references from their universe.

Good copywriters often draw up the portrait and the CV of their target and even post their photos on the walls of the office! In jargon, this is called a buyer persona.

example of a sales letter from Switzerland to France
Before writing any sentences, watch your targets carefully.

3. Segment your letter

This advice flows directly from the above point. If you know enough about your prospects, you will be able to divide them into sub-groups and segment your letter. In general, segmenting your shipment ensures better efficiency.

No need to write a different text for each category: just change a few terms. If you send a letter to customers who have not ordered anything for a year, you can insert a sentence such as: “It has been a long time since we have had the pleasure of seeing you in our store …”.

4. Find a catchy headline

A good title can take you an hour, two hours or half a day, but don’t waste your effort on the hook.

Our mailbox is invaded by dozens – even hundreds – of letters of all kinds. Also, the first sorting is already done by title. This is even more true if you send your sales letter by email.

A bleak title entitles you to a one-way ticket to the trash. A catchy title greatly increases the likelihood of being read.
commercial letter switzerland france
A catchy headline lets you grab the reader’s attention.

5. Add a subtitle or header

The subtitle and header (to be placed before the title) are optional. They are used to supplement or support the title, by providing additional information. Their function, like the title, is also to capture attention.

6. Beware of an overly familiar tone

To start a letter, avoid greetings like “Dear Friend” unless of course the person is close. Flee even more from tu! It is important not to create an artificial link, which will be perceived as such by the prospect and will devalue your message.

At this stage, it is better to remain formal and courteous. Treat him with all the respect he deserves.

7. A good introduction

After the title, it is imperative to take care of the introduction. It must be impactful, structured, informative, clear and attractive. Above all, it should encourage the reader to give you more time and to read your letter.

Personally, I really like to start with questions, but it’s a question of style.

The ideal is to recall a problem, evoke a need or arouse a desire in the first lines.

8. Avoid (too) showing your feelings

The style entries: “We are really happy to announce that you are one of the winners” or “It is with immense joy that we present our latest innovations to you” are over.

The prospect, who does not know you either of Moses or of Muhammad (why always Adam and Eve?) Has absolutely nothing to do, if you forgive me the expression, of your feelings, your emotions or your states of ‘soul.

Stay relatively neutral while being warm.

9. A well-structured text

If you have managed to hang the player so far, you have managed the hardest part. Chances are your prospect will read the text to the end. Or at a minimum will scan it quickly.

This is why it is important to prioritize the elements: the most important first, according to the principle of the inverted pyramid.

10. Get straight to the point

If you really think about your reader’s place, you will know that he does not really intend to spend his entire coffee break reading your letter.

Do him a big favor: expose your pitch as quickly as possible.

11. Don’t tell stories


There, I risk being hit on the fingers by Anglo-Saxon copywriters, followers of storytelling.

“One fine summer day, Mr. Paul was suddenly the victim of such a severe asthma attack that he was unable to breathe. As if by miracle, blah-blah, blah-blah, blah-blah. ”If you want to read stories, buy a novel! Frankly, who still has time to go through 25 lines before discovering the promise of a product or the benefit of a service?

If you really insist on introducing your subject in this way, keep it as short as possible. Of course, a good story triggers emotions, captures attention and promotes retention, but if you have no talent for narrative forms, you might as well abstain.

storytelling in a business letter
Unless you are good at storytelling, book your stories for your children!

12. Don’t talk about yourself

Good sales letters don’t talk about you, your business, your products, or your services. They focus on your prospect, their needs, their problems and the solutions they will encounter.

In other words, you absolutely must look beyond the belly button and show empathy, putting yourself in the shoes of your reader.

Remember, you’re probably bothering him in his routine, so give him information that concerns him directly.

13. Identify a problem

Never forget: you are not selling products or services, but solutions for your customers. By definition, a solution applies to a given problem.

Sales gurus argue that selling a solution to a problem is easier than selling a profit. You must therefore discuss the problems encountered by your prospects, by reformulating them.

For example: “Backache every morning when you wake up? Sleepy mattresses take care of your back while you sleep. ”; “Don’t have enough time to write your blog posts? Hire a copywriter! ”

business case examples Switzerland France
In sales, the consumer’s pain (problem) constitutes a formidable lever.

14. Create a need

After having solved the problem, it is a question of creating a need, that is to say to persuade the prospect that he will not be able to live without you or your product.

The wording, in this case, is slightly different. “After testing our editor, you will never waste time writing your texts again.”

A good strategy is also to suggest to the prospect that without your service or product, they will lose. Human beings are often more sensitive to loss than to gain, as I explain in the article “How to sell more on the internet?”

15. Bring your solution

A problem, a solution. It’s as simple as that !

At this point, describe your solution. Show what’s unique, original. Its benefits, its advantages.

16. Make your promises

If you have promises about the performance of your service or product, now is the time to present them.

For example: “With our advice on the sales letter, you will be able to win new customers and increase your turnover by 20%” or “With our advice, you will be able to definitely do without the agency that shamefully punctures your com budget. ”

Be careful, don’t make false claims or promises you can’t keep!

17. Bring evidence

There is no point in promising without being able to provide proof of what you are saying.

Figures or statistics are particularly effective. For example: “74% of women questioned declared that their husbands no longer snore thanks to the Antironflex patch”. Or even: “By entrusting the writing of your blog texts to an editor, you save at least 4 hours of free time per week”.

sales letter switzerland france
Always present evidence of what you are advancing in order to validate your arguments.

18. Show practical examples

Here, it is a question of showing the concrete, that is to say the product or the service in situation, so that the prospect can seize all its potential.

19. Support your evidence with testimonials

Customer testimonials, if not fabricated, are often persuasive. This is the famous social proof.

Do not hesitate to resort to authorities in the matter: a doctor’s surety for a health product, for example, is extremely effective.

20. Don’t overdo it

Certainly, sublimating your product helps to broaden its aura, but do not abuse superlatives.

Do not promise miracles or revolution unless you have patented the first pill that can regrow hair in 24 hours. Overdoing it often means losing credibility.

21. Anticipate objections

As in a press release, it is good to anticipate questions or objections.

Thus, you defuse the potential brakes that can prevent the sale.

If your device is making a lot of noise, don’t hide it: say, for example, that humans quickly get used to all sounds below 65 decibels.

how to respond to an objection in the sale
By anticipating the objections of prospects, you defuse their doubts.

22. Play on the psychology of price

Today, among marketers, the buzzword is investment. We are no longer talking about low cost to take a course, but moderate investment.

When you address the question of price, never hesitate to divide the amount into small tranches: “1 euro per day for your subscription” seems more advantageous than “365 euro per year”.

Also put the price in perspective: “For the price of one coffee a day, you have access to all of our services.”

I can only recommend this article (in English) from the blog of neuromarketing specialist Nick Kolenta, devoted to the psychology of price.

23. Call for action

Marketing research has all shown that sales increase when you encourage people to buy. The prospect is not an idiot, however. If he wants to buy, he will not wait for you to dictate the behavior to him.

Likewise, if there is no intention to invest, there is no point in hitting the nail.

There are, however, a host of undecided people who are worth persuading with a call to action.

The action can be the act of purchasing, filling in a form or subscribing to a newsletter. In other words, take the undecided by the hand and show them the way.

For example: “Visit our site and order now”. Note that it is advisable to use the verb “Order” rather than “Buy”.
postscript sales strategy
Encourage your reader to take action!

24. Create a sense of urgency

When the human being is under pressure, when he has the feeling of losing something or when the desire for gain is great, impulsivity prevails over logic.

See how some people buy things they don’t need just because they are on sale.

So put your prospect under pressure: a special offer ending tomorrow, a gift for the first 100 registrants, more than 100 pieces in stock, etc.

25. Guarantee of the result

The icing on the cake is often used to convince the undecided. If they are not fully satisfied, you refund.

This obviously does not work with all products, but it is worth giving the impression that the prospect remains the absolute master of the situation and that he can still decide his fate after placing an order.

If your products or services are good, you don’t have much to worry about: refund requests will be rare.

26. Add a postscript

Apparently, the postscript, that is, the annotation you make below the signature is one of the most read elements of the sales pitch.

Take advantage of putting an interesting info, which will help the act. For example: “If you are among the first 100 to order, you win a free copy of my book” How not to buy everything we offer “.

sales techniques switzerland france
PS: never underestimate the importance of a postscript!

27. Air the text

A sales letter should be fun to read. Use lists, headings, words in bold, etc.

28. Put pictures

Nothing prevents you from putting images in a sales letter. They lighten the text a little and make it easier to read.

Be careful, however, not to abuse it too much.