How to Write a Sales Letter to a Potential Client

Dimitar Talevski December 3, 2021

Whenever you begin to write a sales letter to clients, does your mind go blank? Do you have good ideas that don’t seem to work out on paper, even when you try? It’s not like you’re alone. Many business owners have to deal with these kinds of difficulties. Do you wonder how to write a sales letter to a potential client effectively?

The effectiveness of a well-written sales letter is well-known to all entrepreneurs. An email or direct mail letter is sent to all of your potential consumers to explain and advertise a sale. Many of these letters appear to be straightforward, yet the process of writing one can be daunting.

But don’t worry! You don’t have to be afraid to write a sales letter to your consumers… Instead, it would help if you were giddy with anticipation as you prepare to meet this new client.

A sales letter is a powerful marketing tool that may help you grow your customer base and improve revenues. Step-by-step instructions on how to write a sales letter to a potential client, from deciding on your goal to proofreading your final draft, are provided in this article.

How to Write a Sales Letter to a Potential Client

Writing a sales letter may seem like a daunting task, but it’s relatively simple! Every sales letter should include a few key elements, and they may be summarized in an easy acronym:

  • Headline
  • Offer
  • Proof
  • Persuade to Action
  • Postscript (or P.S.)

Using the acronym “HOPPP,” you should be able to craft an effective letter to your potential customer. Understanding the meaning of each part is all that is required.


When writing a sales letter, your headline should be at the top of the page, grabbing the reader’s attention. In this way, clients should be confidently assured that they will obtain the promised product or service. In this method, you may entice customers to read your sales letter for longer. Consider a variety of possibilities before settling on one to ensure that it is something that your target audience will be interested in.


Sales letters are all about the offer. This is going to be the main structure. Tell your current and potential customers what you have to offer. Include all of the advantages of your product or service in your marketing materials so that customers are fully informed. Make sure your client understands exactly what they’re getting and why they need it. You don’t have to create a ten-page epic to do this. Using bullet points also helps to keep this short and to the point!


Sales letters should offer “evidence” that customers would be happy with their purchases or services. Past client testimonials or social media reviews are beautiful ways to do this. A “fail-safe” for your customers, such as a money-back guarantee or a promise to compensate them if you’re late, can also be offered. As a bonus, this will enhance your sales pitch.

Persuade to action

To close a sale, you must persuade your prospective consumers to take action on the offer you present in your sales letter. Tell them precisely what you want them to do, and don’t hold back. Let them know if you’d like a personal visit, a phone call, or an email. You’ll be able to gauge the success of your sales pitch if you make it clear how they can get in touch with you.

Postscript (Or P.S.)

You should include a postscript at the very end of your sales letter. This should compel the potential customers to take action. Adding a sentence like “If you act now…” is one example. The consumer will be prompted to take action as a result of this.

A format letter can help alleviate some of the anxiety of writing a letter by showing you exactly what to include and how to structure it.

How to Write a Sales Letter to a Potential Client

Process of Developing A Sales Letter

When writing a sales letter, you’ll go through the following stages:

  • Plan
  • Outline
  • Write


Think about your potential customer

I don’t know what they are interested in. Do they have a specific need that your product or service can address? To write a successful sales letter, you must answer these two questions before you even begin writing. Before you find an answer to how to write a sales letter to a potential client you need to know all about your client.

It’s also crucial to learn about the specifics of how your target market does business. Seasonally, for example, what are their busiest times of the day? How much of their business is done by phone? What is the location of their customers? You’ll be able to serve them better if you get to know them.

Understand the distinction between the features and benefits of your product. Following a thorough understanding of your potential customer’s wants and needs, you must explain how your product or service will answer those needs.


An outline is a great way to keep track of your thoughts. Experienced authors virtually often use them before they begin to write. If this is your first time writing a sales letter, make a detailed outline before you write. After some practice, you can adopt a less formal method, such as simply putting down the main points to appear. A piece of paper and a few sentences for each of the following primary elements is all that is needed to create your outline.

  • Headlines
  • Lead Paragraph
  • Your Hook
  • Benefits
  • Discount or Bonus
  • Testimonials, examples, or statistics
  • Postscript


The actual writing of your letter should be a breeze, thanks to your detailed outline. Your letter should adhere to these fundamental guidelines:

  • Keep your sales letter to a maximum of two or three pages. It’s not a good idea to try to give a potential consumer everything they ever wanted to know about your product in one letter. Sales brochures are a great way to supplement the content in your sales letter. Never staple pages of a letter that is more than one page long, as this will remove the personal touch from your message.
  • Use one-inch margins, single-space sentences, and double-space paragraphs. This not only improves the appearance of your letter, but it also gives you more area to convey your message.
  • Use bullets and brief paragraphs whenever possible to emphasize key ideas. To keep your reader engaged, both will assist you in keeping your letter moving quickly.

Sales Letter

Tips for Writing an Effective Sales Letter

One of the methods accessible to you for generating successful and low-cost leads for your organization is the sales letter.

However, creating a sales letter is not the same as writing any other letter or copy. To persuade and entice individuals with your sales letter, you must have strong copywriting skills. Storytelling is essential in a sales letter so that people can relate and act.


Storytelling is one of the most effective ways to convey and share information from antiquity. Storytelling elicits emotions and facilitates human connection. Your tale should highlight a problem and demonstrate a solution. Use a story to create a mystery that draws the reader in.

A good story is relevant (omg, this could be me), descriptive (it stimulates all of the senses and emotions), and includes a challenge (creates hopes and needs).

USP (Unique Selling Proposition)

A unique selling proposition is anything that distinguishes your company and product from the competitors. A distinct advantage that distinguishes and distinguishes you. Or perhaps we should say a great promise.

Assertive but defensible

A specific viewpoint that causes you to argue against competing items is more memorable than a generic one, such as “we sell high-quality products” (memorable and provable).

Focused on what your customers value

“Unique” won’t mean anything if it’s not something your target clients are interested in (put yourself in their shoes).

More than a slogan

While a slogan is one approach to express your USP, you may also incorporate it into other aspects of your organization, such as your return policy and supply chain. You should be able to talk the talk and walk the walk (the real reasons people choose your product over a competitor’s).

Reel In Your Customers & PSYCHE out your competition

Understanding your Customer Avatar is critical for effectively communicating your offer and writing a high-converting, empathic sales letter. Your Customer Avatar comprises the demographic and psychographic characteristics of one person from your ideal target market. As a writer, your goal is to take what you already know about your client/product and flush out the rest.

Before drafting a sales letter, make a list of 5 relatable and credible issues your avatar is likely to face. This is an excellent practice to train your brain to think like them. So you can find out what they desire and what problems they are having.

It would help if you used an appropriate salutation

If you are still wondering how to write a sales letter to a potential client, this would be the right way to begin. Personalization should always be at the beginning of your sales letter since it creates a sense of attachment to your consumer and increases its likelihood of being read.

Adding a salutation increases the cost because you must mail, merge the letter and then print the address on the envelope unless you use a window envelope.

Spending more money on mail merge and addressing to implement customization is not a waste of money because it can increase sales and response to your business.

Having a great headline is the key

The first thing a customer sees in a sales letter is your headline, and if your headline is not effective in capturing their attention, no matter how good your sales letter is.

A headline should include a hook to capture the reader’s attention and elicit an emotion or promise a benefit. Create a loop to catch your audience’s interest and encourage them to read on. Make it obvious to whom you are speaking.

Sales Letter and Direct Mail Letter Comparison

Sales Letter and Direct Mail Letter Comparison

Direct mail letters and sales letters are very similar. Both are aiming for the same thing:

  • By giving a potential customer as many compelling reasons to buy as possible, you can generate sales.
  • Educate and teach potential clients about your organization and its products and services.
  • Fill out an order form, schedule an appointment, or call an 800 number to respond to the prospect.

Sales letters and direct mail letters have many similarities. However, they differ in crucial ways:

  • A sales letter is not typically included in a bulk mailing, but a direct mail letter nearly always is. It’s possible to write a sales letter that only targets one or two potential customers.
  • Using a sales letter is a more personalized way to communicate. A sales letter is often used to follow up on an initial meeting or phone call with a potential customer.
  • Unlike a direct mail letter, a sales letter frequently strives to build trust with the prospect and lay the framework for future sales by creating a rapport.

Businesses That Use Sales Letters

An effective marketing strategy for low-cost products and services is direct mail, such as the sale of magazine subscriptions or the cleaning of carpets. You can encourage your clients to take rapid action, such as using a coupon or filling out an order form, with relatively inexpensive products.

Sales efforts must be more individualized when a company’s product or service becomes more expensive, increasing the risk perception of potential customers. The administrators of hospitals, for example, must be persuaded to invest a significant sum of money in your company before you can sell them expensive medical equipment. In addition, you may need to set up payment and purchasing plans, and you’ll have to get involved in any issues that occur from using your items. To begin this process, you would need a sales letter.


A sales letter may appear boring to your clients, but it can help your business grow if you know well how to write a sales letter to a potential client. To begin with, the process of writing a sales letter to a potential client is pretty straightforward! It doesn’t matter whether you’ve ever written a letter before or you’re a seasoned pro; sales letters are an essential marketing tool. Stay positive and make sure your fliers reach the individuals who need them most!

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