What Makes an Effective Sales Letter Template?

As a business, you’re always looking for the best way to attract more customers, earn more sales, and increase profits. There are a ton of different ways to advertise: online ads, search engine optimization, direct mail, and more. The one thing they all have in common? You’re trying to sell the user on something.

Whether digital or physical, you need to make sure that your marketing materials are efficient and effective. If they aren’t, all the money you put into getting new customers is more likely to result in dead leads. This means that when you send out any kind of sales letter, the content will make or break your campaign. So how do you write effective marketing materials, making your sales letters convert better for more customers? We’ll show you.

What is a Sales Letter?

A sales letter is simply a piece of marketing material that aims to sell a potential customer on something. This can be in the form of a letter, an email, or a webpage that outlines your services and makes an offer to the reader. Just like any other piece of marketing, your sales letter needs to convince the reader that they simply need your product or service.

What is a Sales Letter

Building a Template

While convincing the average person isn’t easy (especially through random solicitation), there are some things that all sales letters should do. With the help of our sales letter template below, you’ll be able to write converting, convincing sales letters that make the most of your marketing dollars.


Your headline is going to be the first thing people see on your page, email, or letter. It’s important that you make the headline relevant to your offer, while making a statement or promise that summarizes how you can help. For example, “Get Paid for Going Solar” would be a great teaser for a solar panel company offering installation services.


Capture the Reader’s Attention

According to Microsoft, the average attention span is currently about 8 seconds. If you’ve gotten your sales letter read, you’re off to a good start. However, once they begin reading you’ll need to quickly convince them to keep going so that you can get to your offer. You can use a hook (a polarizing statement, major statistic, or other attention-catchers) to show that the rest of your letter is worth reading.

Explain the Problem

If you got their attention from your hook, it’s time to give their reading a purpose. Your service or product likely solves a problem (saves you money on something, improves your life, etc.), so let them know what that problem is, what causes it, and why it’s a problem. This allows you to setup for your solution later on.

Introduce Yourself

Before you tell them how you’re going to help, you’ll want to justify your expertise and give them a reason to believe your solution. The introduction is about making a connection with the reader and introducing yourself personally (names and pictures always help) is a good way to personalize your letter. Just keep it brief – the most important step is next.

Introduce Yourself


Provide Your Solution

Now that you’ve laid out the foundation, it’s time for the meat and potatoes of the sales letter. You’ve explained the problem, so now you’ll have to demonstrate how you can help. Provide the specifics of your product or service and how they address the concerns you laid out while explaining the problem.

Explain Why They Should Choose You

If you want to be successful, you need to do something better than your competition. Once you explain how you can help them, you’ll need to convince them that you’re the only solution they need. Provide credentials, testimonials, or anything else to set yourself apart.

Make an “Exclusive” Offer

If they’ve made it this far, chances are that they’ve graduated from a lead to a potential customer. Now is the time to reel them in by making an exclusive offer – discounted service, free shipping, trial offers, and more are great ways to make the offer feel special. You can also use customized website URLs or promotional codes as part of your campaign to further personalize the offer, making them more appealing.

Call to Action

Provide Their Next Steps

So you’ve sold them on yourself – that’s great! But now you need them to sign up on your website, visit your store, or fill out their information. People don’t want to have to figure things out themselves; providing instructions on what they should do to take advantage of your offer increases the chances that they will do them – especially when you make them easy like visiting a website or calling a number to learn more.

Remind Them Why They Need It

It’s been a while since you talked about the problem and solution you provide, so remind them about what exactly the purpose of the sales letter was. You can reiterate the problem & address it with your solution, that way if they’re reconsidering you can drive it home.

Instill FOMO

FOMO, or fear of missing out is one of the best marketing tools you can have. FOMO involves a sense of urgency or exclusivity to your offer. After you’ve provided your offer and provided the next steps, you can give one last motivation for choosing you.

One way to do this is to put a time limit on the offer, such as “limited time offer” so that they follow the call to action right away rather than risking forgetting about it. If they’re a business, you can warn them that their competition may be using you and that if they don’t take advantage of your offer, they’ll lose ground in the market and miss out.


Overall, sales letters are one of the oldest ways to sell products. Despite modern improvements like digitalization, the concept behind selling products and services remains the same. You will need to draw their attention, outline the problem, provide a solution, and then make a special offer to convince them to choose you.

With our sales letter template above, you can make your marketing materials convert better, saving you money on marketing and increasing profits.

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