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The Perfect Sales Letter

The Perfect Sales Letter

Iain Schofield • 16 July 2019

Are you looking to create an engaging, well-structured sales letter? We’ve taken a look at some of the key elements of this marketing classic and created a simple sales letter checklist to help you maximise the format.

Headline News

A great way to quickly summarise your reason for getting in touch. Use the headline to shout about your main product/service or highlight a great piece of information about your business.


A sales letter is like a conversation with your customer, so start with an introduction. A few lines introducing your business acts as the perfect opening to your sales pitch. In a nutshell, you want to get across who you are and why they should buy from you.

The Product Pitch

Now for the crux of your sales letter, introduce what you’re offering. Keep product/service information to the absolute highlights. Use Bullet points to break up long lists of services or product features.

Make Them an Offer

Include an attention grabbing offer to give your recipients a reason to take action. Use your data insights to tailor offers to each recipient for a personal touch.

Picture This

Imagery is a great way to illustrate products or services and helps to break up the text heavy letter format.

Keeping Good Company

including relevant credentials can be a clincher. Depending on the trade, service or product you’re selling, you may have the endorsement of regulatory bodies or ratings from any number of official review sites, include these to add credibility to your pitch.

What Next?

Always include a relevant call to action with your sales letter. Your call to action should tell recipients exactly how they should proceed and how they can get in touch. If the personalised offer you’ve included has a time limit, re-iterate it in your call to action to create a sense of urgency.

How could you harness the awesome power of the sales letter?

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