Outline of a Winning Sales Letter - 16 Design Secrets - Part 1

Carol Bentley

Visitors: 426
 2 votes

Busy people often ‘scan’ through a letter that has attracted their attention – they want to gather the essence of the content and offer so they can make an instant decision;

“Is it interesting enough to read through or shall I just dump it?”

Making your letter easy to read and attractive is crucial to getting your prospect to read. Follow these design secrets as you craft your winning sales letter (8 of 14)…

1) Keep your sentences short. Use easy to understand, simple words. Unless you are writing to people who speak the same technical language as you do, don’t use jargon. Think about how you would describe your offer if you were talking to your best friend. This is the language to use in your letter.

2) Inset the first line of your paragraphs. Although this is not the ‘modern’ style for letters it is actually better for your reader. Tabbed paragraphs make your page more aesthetically appealing and less daunting to read.

3) Use short paragraphs – 6 lines or less. Long paragraphs give a ‘solid’ appearance, which does not encourage your reader to tackle it. It is perceived as hard work and creates a barrier for your prospect. Aim to cover just one point in each paragraph.

4) Use different length paragraphs to create space on your page. Having the same size paragraphs throughout gives your page a ‘blocky’ hard-to-read appearance.

5) Don’t finish a sentence or paragraph at the end of a page. You want your reader to continue onto the next page…a split sentence or hyphenated word entices them to turn over so they can finish the word or sentence. People rarely want to stop mid-sentence!

Plain is Best…

6) Don’t go overboard with fancy fonts or colours. If you are writing a letter to a friend or business colleague it’s unlikely you would add colours and different fonts to your message. This is no different. You are writing an informative marketing letter to your prospect or customer. Adding too much colour and large, fancy fonts throughout your letter screams ‘sales letter’ at the reader.

7) Use bullet points and indented paragraphs to make your points stand out. Don’t be tempted to use fancy symbols for your bullets; just a simple

  • gives the best effect.

    8) The same applies to numbered lists, use straight forward numbering.

    Check out the other 8 design secrets in the article Outline of a Winning Sales Letter – 16 Design Secrets – Part 2

    ©2005 Original Work by Carol Bentley

    Learn more about Persuading People to Buy. . . Subscribe to your free reports, with no obligation, at http://www.CarolBentley.com

    Carol is the author of ‘I Want to Buy Your Product. . . Have You Sent Me a Letter Yet? (How to create powerful sales letters, advertisements, flyers, brochures, web pages and newsletters that persuade hundreds, or even thousands, of additional customers and clients to buy from you!) by Carol A E Bentley (Rated 5-star on Amazon.co.uk) This book is available at a special offer at http://www.CarolBentley.com/offer

    Carol is one of the highest paid direct response copywriters available. If you would like to talk to Carol's office about having her work on your current or next sales project you can use the contact form on her website http://www.CarolBentley.com/contact.asp

  • (591)

    Article Source:

    Rate this Article: 
    10 Tips to Sell More Books with a Sales Letter, Part 2
    Rated 1.0 / 5
    based on 2 votes

    Related Articles:

    Copywriting Tips - Blueprint For A Winning Sales Letter

    by: Steven Wagenheim (April 07, 2008) 
    (Writing and Speaking/Copywriting)

    Write A Winning Sales Letter - A 11 Stage Template

    by: Leena Kapoor (April 26, 2008) 
    (Internet and Businesses Online/E Books)

    Professional Copywriting Tips - 57 Proven Ways to Start a Winning Sales Letter

    by: Derek G. (September 07, 2008) 
    (Writing and Speaking/Copywriting)

    Make Your Book Sales Go the Extra Mile with a Sales Letter, Part 2

    by: Earma Brown (September 12, 2006) 
    (Writing and Speaking)

    The Basic Secrets of A Million Dollar Sales Letter

    by: Gerri D Smith (June 12, 2005) 

    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)

    How to Write a Sizzling Sales Letter, Part 1

    by: Jennifer McCay (July 18, 2005) 
    (Writing and Speaking/Copywriting)

    Sales Letter - How to Structure Your Sales Letter for Maximum Impact and Profits

    by: Serge Daudelin (May 12, 2008) 
    (Writing and Speaking/Copywriting)

    10 Tips to Sell More Books with a Sales Letter, Part 2

    by: Earma Brown (June 30, 2006) 
    (Writing and Speaking/Book Marketing)