SALES
The Business Bulletin
Creating a powerful sales letter How’s your direct mail programme working? How are your response rates? Say a big ‘hello’ to the most powerful instance of copywriting you’re ever likely to use. The sales letter. What? More potent than web copy? Yep – most certainly.
After all, by the time your reader
– well, that’s down to you and your
the sake of much of what follows,
is on your website, skimming
copywriting skills.
we’ll assume these to be one and
through your lovingly crafted web words, they’ve already made
the same) is different. Your reader wasn’t expecting to hear from you.
way, they’re already in your grasp.
You’re nothing but a gate-crasher
Whether you let them slip through
A sales letter or sales email (and for
and you’ve invited yourself onto your
a choice to pay you a visit. In a
12 | Issue 19
They haven’t asked you to pitch. You’re nothing but a gate-crasher,
