How To Write a Sales Letter (With Format, Examples and Tips)

By Indeed Editorial Team

Updated 26 July 2022 | Published 7 September 2021

Updated 26 July 2022

Published 7 September 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Sales letters are a direct way to reach customers and pitch your product or service. An effective one can convince customers to make a purchase. Popular in B2B (business-to-business) sales, these letters require certain elements to help convince a customer to invest in a product or service. In this article, we discuss how to write a sales letter and share a few examples of such letters to help you craft your own.

Related: The Role of a Sales Executive: Responsibilities and Skills

What Is A Sales Letter?

A sales letter is a customer correspondence that is similar to a pitch that has a goal of attracting new customers or engaging existing ones. The objective of sales letters is to encourage the reader to purchase the product or service and highlight the benefits of the same. Usually sent as an email or in the printed form, sales letters are cost effective, easy-to-scale and help reach a large audience. Depending on the type of letter, the medium also allows room to be creative and stand out from the competition.

Related: Top 25 Sales Skills (With Examples and Tips)

How To Write A Sales Letter?

Here is how to write a sales letter that makes an impact on the reader and increases the chances of making a sale:

1. Create a compelling headline

Begin your letter with the most crucial message, which may be an explanation of the biggest benefit that your product, service or company can offer. If the customer does not read beyond the headline, it is important to ensure that the headline is memorable. Make it as impactful as you can without resorting to false claims. Be sure to highlight the headline by increasing the size and using bold formatting. Review these examples for inspiration:

  • We can help you double your leads without charging a single penny until you close your first deal

  • 100+ start-ups have used our product to raise more than $500 million in funding. Are you next?

  • Four in five businesses are making this mistake while purchasing online ads (and how you can avoid it)

2. Present your product or service as a solution

Identify what the prospect is struggling with and address those challenges. Explain the benefits of your product and highlight the tangible results that can follow. Here are some examples:

  • Your website has immense potential and can attract up to 10,000 visitors a day. But, spending on digital ad campaigns might not help you build sustainable traffic. Wavewood can help you target your effort to increase sales and traffic.

  • Your blog on how to take care of pets during the summers was very informative and comprehensive. Upon further inspection, I realised you are not leveraging SEO techniques in most of your blogs. As a result, despite their excellent quality, you are not getting much traffic. Do you want to know how to increase your blog traffic 5X by making minor changes in your text? We can help you create a detailed SEO strategy to rank on the first page within a few months.

  • Supply chain disruptions have led to huge losses for businesses in the past few months. But, our tool uses data from over 5,000 sources to predict the stability of supply chains and shipping, helping you plan better.

Related: How To Improve Your Sales Skills: A Step-By-Step Guide

3. Format complex information into bullet points

A bulleted list can help highlight the key message of the letter and also attract customers' attentions instantly. Here is an example:

Here is what we commit to all our customers:

  • Zero charges until you close your first deal with a client discovered by us

  • Optimising all existing website pages and content, free of charge

  • 100% transparency and honesty and no inflated numbers or metrics

4. Include customer testimonials

By using customer testimonials and the measurable impacts of your product or service, you demonstrate the value of your product and inspire confidence. You may also use statistics on how you have helped other businesses grow and succeed. Here are three examples to further your understanding:

  • "Wavewood is the best partner we could hope for while securing funds. They are creative, responsive and very good at what they do." - Ajay Purushottam Sharma, CEO

  • "Our sales pipeline has more than doubled since we started using Wavewood's strategy. All thanks to the wonderful team." - Shivani Vaidya Arora, Marketing Head

  • Using focused SEO and digital marketing campaigns, we helped the marketing team at get 4X leads and prospects.

5. Use a direct call to action

A call to action is a direct and clear instruction for the reader to take action. It could be in the form of clicking a link, setting up a meeting, replying to the email or getting in touch another way. Make sure to include one call to action toward the end of the letter and highlight it. Here are some examples:

  • Subscribe to our newsletter to get a free SEO analysis of your website.

  • Contact us to get a free consultation on how to optimise your online ad spending.

  • Fill this form to let us know your business requirements.

6. Incentivise customers with offers and deals

To instil a sense of urgency in the message or reiterate the value of the proposition, introduce a limited-time deal. Similarly, you can also offer a limited number of free items in your offer. When there is an end time on taking the action, customers become more likely to respond. Explore these examples as you write your own reward language:

  • Get an extra two months FREE on annual subscriptions only if you register in the next 7 days.

  • As an introductory offer, we are giving away a personalised SEO strategy at absolutely no cost to the first 100 customers.

  • If you sign up in the next 7 days, you get all the features of the 'Enterprise' plan, even if you pay for any other plan for THREE full months.

7. Use a P.S. (postscript) to add a final message

Ending the letter with a postscript creates room for an informal and personal way to end the letter. Since it also appears after the body of the letter, it is immediately noticeable and can stay with the customer. Here are two examples:

  • P.S. I started Wavewood with the exact goal of working with companies like yours and solving your unique challenges. I hope you might consider collaborating with us.

  • P.S. The offer above is only for you, and we do not extend it to all our new customers. We think working together might benefit both of us and hope that you give us a chance.

What Are The 4 A's Of A Sales Letter?

The four A's of a sales letter are:

  1. Attention: Grab the attention of the reader with a headline that is impactful and striking. Be creative, and do not be afraid to boast about your achievements a little.

  2. Appeal: Appeal to the reader's point of view by discussing a problem they are facing or highlighting an ongoing trend. This is the hook that is required to be used to generate further interest.

  3. Application: Demonstrate the utility and application of your product by highlighting the benefits in bullet points. Add customer testimonials and data-oriented results for maximum impact.

  4. Action: Create a clear and distinct call-to-action for the reader. Highlight the call to action with a different font, contrasting colour and unique placement.

Related: How To Write a Formal Letter

Sales Letter Sample

Here is an example of a how to write a sales letter:

Double your customer base without spending any extra money

Kiran Patel
123 Main Street

Dear Kiran,

Your website has several well-written and expert resources on how to increase e-commerce revenue. There is a lot of potential in this domain, and you can attract nearly double the audience you currently have by using simple SEO techniques. For starters, I do not see any place to sign up for a newsletter or any free resource (like an e-book) for download.

At Wavewood, we have expert SEO strategists, writers and marketers who can help you increase organic traffic on your website and get more sign-ups for your online course. We can increase your online engagement in three ways:

  • Targeting select keywords to attract the right audience

  • Updating existing content on the website (absolutely free of cost)

  • Getting backlinks from more established websites

We worked with a blogger whose website DA was 40 and elevated it to 64 in just two months. Here is what she had to say about her experience:

"Working with ABC has helped my traffic, ad revenue and merchandise sales grow consistently. A year back, I could not even dream of the numbers I am getting today. The team has been wonderful to work with". - Samreen Sengupta

We work with small businesses and bloggers to unleash their potential by guiding them with the right tools, knowledge and support. We are attaching a brief report showing the growth potential of your blog.

We offer flexible and extremely affordable pricing plans that are liable to be paid only when you start getting additional revenue from our services. We would love to hear from you if we can collaborate and grow together.

Akash Singh Jindal
Customer Service Manager

P.S. I am sincerely hoping that you use this opportunity to grow your blog. We are on a mission to help small entrepreneurs like you succeed.

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Please note that none of the companies mentioned in this article are affiliated with Indeed.

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