How to Write a Sales Letter That Works

By Ryan M. Healy

I've been a freelance copywriter for more than three years now. I've worked with 65 different clients (and as many as three or more projects with some clients), so I've seen a lot.

Through this experience I've discovered there are two ways to create a letter that works.

Method #1: Write the best sales letter humanly possible.

The majority of clients want the "best" sales copy possible. They don't want anything less than this.

A client like this will ask me to go through endless edits and revisions. He will tweak words throughout the letter. He will change his mind more often than he changes clothes.

A client like this believes this editing process produces the best result.

But here's some food for thought. How do we determine what is "best?" What standard are we using? Are we relying on our own opinion -- or the market's -- to determine what is "best?"

A client who is trying to create the "best" letter possible actually believes he knows what's "best." And so he wastes time editing the letter until it becomes counter-productive.

Ask yourself... is a single word hiding in the middle of a paragraph on page 7 going to make any difference in sales or how prospects feel about what's being sold?

Not really.

Here's my opinion: Neither you nor I know what's "best" when it comes to writing copy and converting prospects into customers.

We only have opinions.

These opinions are proved true or false when the sales copy has been tested in the real world.

With that in mind, let me introduce you to...

Method #2: Write a sales letter that's "good enough."

This second approach flies in the face of the first. It says, "We've got good ideas, but we have no idea what's best. So let's create a letter that's good enough and test it to see what happens."

Using this somewhat controversial approach, you can write a strong sales letter that hits all the key selling points and makes a noble effort to win customers to your product or service.

There may be some editing after the first draft, but it will be minimal... because... the letter will be tested to see how the market responds.

At this point, we have a sales letter that is good enough. So we send prospects there... and measure the conversion rate.

But the process doesn't end there. Next you will want to test different elements within the letter to see if you can improve the conversion rate.

Clearly, the idea is to strengthen the sales letter by degrees until you are confident you have a letter that is great.

Which approach do you currently use? Which approach should you use?

The first approach is for people with big egos. The fall in love with the copy... and think the more they love the sales letter, the better it is.

The second approach is for folks who want results... people who are more interested in getting new customers at a profit than having a letter they love.

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Desperate to get customers? Make sure you check out these business growth strategies and copywriting tips that have been tested and proven to work in the real world.