Basic good English (or native language of country), proper grammar, and specific selling points of interest to the reader are essential when writing good sales letters. Any mistakes or errors would only put forth mistrust of the source and the letter could be easily dismissed. Your letter is representative of your company quality and care.
1- Begin your sales letter with a proper greeting and possibly a headline if the letter involves a specific sale or event. Ordinary sales letters will have an introduction, sales points, and a prompt to act quickly.
2- Include selling points in the body of the letter. Go for the standard “who, what, when, where and why” of news reporting to generate interest and to inform. Customize your selling points for the specific recipient if possible. A targeted appeal is always better than a shotgun general approach.
3- Include enough information to peak interest so that the recipient will want to either order now or seek more information from you or your website.
4- Watch out for “deadwood” language. Do not clutter the letter with excessive words or useless information. Anything that targets the recipient can be useful. Miscellaneous junk language is a turn off and wastes time. Respect the time of your recipient. Only contact those whom you feel will benefit from your message.
5- Be sure to include some indication of how this person may be able to use your product beneficially. Write with a sense of urgency. Showing urgency is important because the letter is only a door opener. What is desired is action, which means they order, ask for more information, place a sales call to the sender or visit the business website for more detailed information.
In the closing of the letter, express appreciation for the time that person took to read your information. Tell them you look forward to doing business with them soon. Ask for the call/inquiry/website visit. Once the prompting letter is responded to, the burden of making the sale is shifted to the person who receives the inquiry, visit or call. Be ready when they respond.