Persuasive Sales Letter Writing Guide

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Business students just like some office workers and businessmen sometimes face the necessity to write sales letters. These can be very effective if created properly. According to certain studies, sales letters perform better than other direct mail formats, including brochures and postcards. Whether you are a student or a worker, you may need to know how to write a sales letter. Below, you will find good pieces of advice on writing persuasive letters.

Start with an Outline

Before you start working on your draft, create an outline to simplify your task. Consider doing it in a simple text editor so you can see it all in one place. Also, it will help you make the writing really strong and convincing as you will focus on the content instead of trying to make the document look good.

All you have to do is making a high-level outline, and then filling in the sections, and finally, you will get a full sales letter. To write an outline, use the following strategy:

  1. Make a high-level outline that includes several sections
  2. Make sub-sections for each section
  3. Fill in the information for each sub-section, extending it

By breaking down the task into simple steps, you will make it easier for yourself to complete.

Write the Draft


The main aim of the headline is grabbing the reader’s attention and making them want to continue reading. Therefore, you should provide a specific promise that is related to your prospects’ needs. For example, if you offer writing services, instead of using a headline “Need Custom Writing Services?” try something like, “Best Grade for Your Essay – We Write Your Paper for You!”

Tip: As the headline plays such a significant role, brainstorm several and choose the best one.


If you read any example of sales letter, you will see that the body of the letter comes straight after its headline. You must write persuasively so that the audience wants your product or service. Therefore, one of the key points is constantly keeping the audience in mind. Think like your prospective customer while working on the entire letter. While writing your offer, describe the benefits the client will get by making this purchase.

Do not hesitate to write much about your product’s benefits. If the audience is interested, they will read everything in detail. A sales letter should not necessarily be limited to certain words count. The length depends on a specific product as well as on the target market. Many businesses that use sales letters assert that longer ones are often more efficient.

In general, if you offer a simple and obvious product or service, you do not actually need a long letter. If the product is expensive and not very obvious, you will require much space to describe it in detail.

To make this section easily readable, use bullet points.


It is very important to assure prospective customers that they will be satisfied with your service. One of the best ways to do this is by using testimonials. Also, you can find a sales letter sample that offers the reader a “fail-safe.” If you consider using one, it may be a money-back guarantee or a free trial offer.

Persuade to Action

Obviously, the main aim of any sales letter is persuading the reader to act. Ensure to clearly explain what you want the reader to do, whether it is to make a call to you, or visit your store or office. Also, provide an opportunity for the customer to act easily. Consider setting a deadline for the expiration of your offer or offering a free gift.

P.S. (Postscript)

So you have asked the reader once. If you have done everything properly, he is thinking about it. Now you can add a P.S. that will force the prospective customer to act right now. For example, suggest an additional bonus that the reader will get by acting right now, or a reminder that quantities are limited, or that the stated price will be actual for a certain period of time.

Revise and Send the Letter

When the writing is complete, make sure to thoroughly revise it. Check it for grammatical and spelling mistakes; check the dates and the numbers, as well. Make sure everything is clear and accurate.
Before sending your letter, include an order form in it, as it is very important to make it easy for the reader to take action.

Now, when everything is complete and double-checked, you can send the sales letter.

By using the outline described above, you will increase the effectiveness and persuasiveness of the sales letter. If you are a student, you will certainly get a high grade for such writing. If you are a business owner, you will likely convince your prospective clients to make a purchase. Good luck!

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