How to Write a Sales Letter that Sells

Sometimes, the best way to reach your customers is through a sales letter. But, how do you write one that will engage your customers and persuade them to do business with you? Follow these six steps to learn how to write a sales letter that will be effective!

Personalize the Letter

Readers don’t want to read spam. If you don’t find ways to personalize your sales letter, your customers will think it’s spam and will discount it. To prevent this, start with a salutation with your customer’s name, such as “Dear Mr. John Doe” or “Dear Mr. Doe”.

If you don’t know the customer’s name, find other ways to personalize the salutation. It could be as simple as “Dear Dog Lover” or “Dear Pizza Lover”. Try to learn all about the people to whom you’re sending the letter and find ways to relate the salutation to your business, if possible.

Get Creative

Starting with an attention-grabbing headline, get creative. Find ways to stand out from other sales letters your customers may receive. Be professional, but look for inventive ways to connect with your customers and make sure that they remember you.

Introduce the Topic

Your introduction should engage the reader right from the get-go. Choose a way to grab your customers’ attention. Also, it might be helpful to tell your customer who you are and why you’re sending the letter. Take a sentence or two to introduce yourself and the product or service that you hope to sell to the customer.

Persuade the Customer

The bulk of your letter should be spent persuading the customer. (Need guidance on persuasive writing? Our blog post on rhetorical writing can help you with how to write a sales letter.) This should make up the body paragraphs. As you determine what to include, think like a customer. If you were in the market for the product or service, what would you want to know? What would be helpful to know?

Make these body paragraphs easy to read with short sentences and short paragraphs. And, use a conversational tone so your customers will feel like you’re speaking directly to them.

Use a Call to Action

In the conclusion, summarize your main points. Then, tell your reader what you want them to do with a call to action. What should their next step be? Should they call your office or stop by for a visit? Do you want them to try a sample or make a purchase? Let them know, and urge them to take that step as soon as possible. For guidance on writing a call to action, visit our Professional Writing lessons.


Do not send out your sales letter until you’ve had a chance to edit it. A simple punctuation or spelling error could hurt your credibility and leave a bad impression with customers. Taking time to proofread and ensure that your letter is polished and ready to get sent out will make all the difference.

If you have more questions about how to write a sales letter, you can check out examples as a starting point. But, also think about your own customers and ways to personalize the letter and make it stand out. Once you’ve sent out your sales letter, take note of the response that you get from it and where you can improve for the next time. You’ll be better equipped to know how to write a sales letter that sells!

P.S. Become a better writer. Find out more here.


  • Jamie Goodwin

    Jamie graduated from Brigham Young University- Idaho with a degree in English Education. She spent several years teaching and tutoring students at the elementary, high school, and college level. She currently works as a contract writer and curriculum developer for online education courses. In her free time, she enjoys running and spending time with her boys!

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