How To Write A Smooth Flowing Sales Letter That Produces Profitable Results

Ernest Nicastro

Visitors: 434

Here’s the scenario: Your company has made the final cut and you and a partner are scheduled to make the Big Presentation to the purchasing committee. Close the deal and the two of you will split a high five-figure commission, with significant residual income throughout the life of the contract.

No question about it, you and your partner are going to spend a substantial amount of time preparing, organizing and rehearsing your presentation. You’ll make sure you cover every key benefit and that you give extra time and attention to those features and benefits of particular importance to your prospective client. And because you’ve been told that every presenter will be given exactly 90 minutes, you’ll take pains to see that you have a tightly organized presentation, where each point quickly and smoothly transitions to the next.

How to make your copy flow so that more people will read it

Here’s my point: If you want your direct mail program to be successful you’ll be sure to put forth the same effort on every sales letter you write. (After all, it well may have been a sales letter that triggered your prospective client’s initial inquiry and ultimately led to the Big Presentation. )

And just as in the Big Presentation, you should pay careful attention that each point in your sales letter quickly and smoothly transitions to the next. Because a sales letter that has an easy and natural flow to it is more likely to get read and acted on.

Giving the thoughts and ideas expressed in your letter a smooth and easy flow may be as simple as beginning a sentence with “and” or “so. ” Here’s an example from my own files:

“Ouch! Renewing your property lease in a tight market can be painful. And let's face it, we both know that's the type of market we're in right now.

“So what do you do?

“Do you just take a deep breath, take out your pen and “re-up" at higher rates? Maybe. And maybe not. But one thing's for sure…”

Notice how the ideas in each sentence and sentence fragment are logically connected to one another - and the smooth and easy flow of thoughts from one paragraph to the next?

In addition to single word transitions such as “so” and “and” there are a number of excellent transitional phrases that can be used quite effectively. A couple of my favorites are “what’s more” and “most important. ” These phrases can be of great help to you when you want to transition from benefit to benefit. Here’s an example of both, again, from my own files:

“Years of experience have brought us proficiency, skill, expertise - or as you and I might call it - just “plain ol’ smarts. " The “smarts" that enable us to know what questions to ask. And, after listening carefully to your answers, quickly determine how bar coding technology can benefit your company.

“What's more, in short order, we’ll give you a good idea of how much of an investment your system will require. As well as how fast - and how substantial - your payback will be. (Most bar code systems pay for themselves in a year or less. )

“Most important, when you deal with the experts at BCI…”

Other excellent transitional phrases are:

  • “Best of all, …
  • “What does this mean for you?
  • “That’s why…
  • “The result?
  • “That’s where _ fits in.
  • “So remember, …
  • “And that’s not all!
  • “These are just a few of the…
  • “But there’s even more. ”
  • Put these tips and pointers to work, and your “presentations on paper" are sure to have a smooth and easy flow that keeps your prospects reading, and ultimately pays off for you in more profitable results.

    © 2006 Ernest Nicastro

    Ernest Nicastro, a direct marketing consultant, copywriter and lead-generation specialist, heads up Positive Response, an award-winning marketing firm specializing in B-to-B marketing and lead-generation. For your FREE copy of the Positive Response Special Report, 77 Sure-Fire Marketing Tips Guaranteed To Boost Results, email Ernest (subject line Tips) at Or, contact him by phone at 614.747.2256. For more information visit


    Article Source:

    Rate this Article:
    Sales Letter Writing - How to Write a Sales Page That Sells I
    Rated 4 / 5
    based on 5 votes

    Related Articles:

    Write On The Money: The Ten Commandments (Plus Five) Of Profitable Sales ..

    by: Ernest Nicastro(March 06, 2005)
    (Business/Marketing Direct)

    Copywriting a Sales Letter - 8 Elements to Creating a Results Generating Sales ..

    by: Carol Bentley(September 10, 2005)
    (Writing and Speaking/Copywriting)

    7 Sales Letter Writing Methods Anyone Can Use To Write A Throat Grabbing Sales ..

    by: Rasheed Ali(June 21, 2007)
    (Writing and Speaking)

    Sales Letter Writing - How to Make a Profitable Sales Letter

    by: Raymond Nesa(May 02, 2007)
    (Writing and Speaking)

    Profitable Sales Letter Writing - 7 Key Steps to Get Started With Sales Letter .

    by: Mark Fortimer(June 20, 2007)
    (Writing and Speaking)

    Free Sample Sales Letter: Example of How to Write a Persuasive Business ..

    by: Alan Sharpe(July 19, 2005)
    (Business/Marketing Direct)

    Sales Results Happen When Your Sales Letter Is Fascinating And Easy To Respond ..

    by: Carol Bentley(September 10, 2005)
    (Writing and Speaking/Copywriting)

    Mortgage Marketing - How to Write a Mortgage Marketing Sales Letter That Gets ..

    by: David Wells(April 02, 2005)

    Sales Letter Writing - How to Write a Sales Page That Sells III

    by: Raymond Nesa(April 05, 2007)
    (Writing and Speaking)

    Sales Letter Writing - How to Write a Sales Page That Sells I

    by: Raymond Nesa(April 05, 2007)
    (Writing and Speaking)