Easy 7-step sales letter template for business-to-business services
Here's an easy-to-follow, 7-step sales letter template for professional or
business service providers.
1. Get attention
Getting the attention is the
primary importance of any direct marketing piece. The goal is to
engage the reader enough to get them to read the rest of the letter. The
key to doing that is to make it interesting enough, but also it must be
Here are several ways you can grab the reader's attention in a sales
- Promise a benefit ("Reduce your marketing costs in half in just 90
- Ask an intriguing question: ("What do 90% of all small businesses
overlook when saving on income taxes?"
- Make an offer ("Reply now and get a 10-page free report to help you get more
2. Identify the problem your reader has
After you get the reader's attention, you immediately want to identify the
relevant problem the reader has that your service can solve. Generally,
the problems for most businesses fall under these general categories:
- how to save money (reduce costs)
- how to make more money (increase revenues, increase profits)
- how to improve operations, increase productivity
You'll want to state the problem in a way that the reader can recognize
it. In a essence, you must help the reader discover (or rediscover) a real
problem, pain or predicament they have, so that they will be thinking about when
you introduce your service as the solution to it in the next step of the
3. Position your service as the solution to the
Now that the reader is thinking about or feeling the pain of the problem you
just identified, you now want briefly position that your service is the solution
to that problem.
4. Prove that your service is the solution to the
To prove the case, there are three basic items you should try to include in
the letter to reinforce your position.
- mention the primary benefits of your service, and how they can measurably
solve the problem the reader faces.
- mention any "social proof" that you have that your service provides the
benefits you are promising. This can be done by mentioning testimonials of
real clients, or describing "mini case studies" or success stories of previous
client projects. It's important to note results here, not just just make
- what credentials do you have? In support of the other two items above,
you can weave information about your experience, training, technology you use,
professionalism, etc. While these credentials aren't usually
effective on their own, they do help support other types of proof in your
5. Give them an offer
All sales letters need an offer.
Are you offering a free seminar? A free special report? A
complimentary assessment or one-hour consultation? Or perhaps a
low-cost introductory sampling of your service?
What is it that you are offering to get them to reply to you?
Offers can be spiced up by adding two elements: scarcity and/or
exclusivity. Doing so you state that the offer is good only for
a limited time, or for a limited number of people.
"Our seminar only has 30 seats available."
"We are only offering
the report until Dec. 31"
6. Make sure it has a guarantee.
A guarantee helps "reverse" any risk the reader might be worried about if he
or she replies to your offer.
If you're offer is free, you might try something like "The consultation is
absolutely free. There is no obligation to purchase the service."
Other guarantees include:
"If you aren't satisfied with our work, you don't pay."
done in 30 days or less, or your money back."
7. Tell them what to do
This is the "call to action." Many sales letters forget this
part, even though it seems obvious to include it.
You must tell them exactly what you want them to do to get the
offer -- and make it easy for them to respond.
"Fill out the postage-paid reply card and drop in in the mail today"
to .www.ourwebsite.com and enter your email address on the top of our home
"Call us at 1-800-XXX-XXXX and our trained representatives will get
the report out to right away."
It's also a good idea to provide multiple ways for readers to respond (such
as mail, telephone, fax, email, etc.). The more way they can
respond, the higher potential for response.