What's in it for me?

A Good Sales Letter Isn’t About You

Look around and you will see just about every kind of sales letter imaginable. Some are long. Some are short and punchy. Some are formal and some are casual. But all of them are about you. It’s important to remember to set aside your ego when writing a sales letter. People don’t want a random letter about how a product or service changed your life for the better. Who are you? Why should they care? People want to know how it will change their lives for the better.

Always tell your prospect what’s in it for them. Take this sentence for example: Get my (service). Whatever you are selling is the feature. What your prospect will get is the benefit. Always play up the benefit to your prospect--not the benefit to you. Another good rule of thumb is to write a headline that plays up the benefit to your prospect. Give them a reason to read beyond the headline.