SALES COLLATERALS:
WRITING EFFECTIVE SALES LETTERS OVERVIEW

There are thousands of books and articles that give tips on how to write great sales collaterals. Typically, these materials provide standard templates or free sales tips on how to write a sales letter or sales scripts that work

Our researchers at the Sales Career Training Institute have reviewed a significant number of sources on this topic and continue to do so, on an ongoing basis.

The main concern that our researchers have found is that such sales tools focus too much on the mechanical aspects or the structure of the letter as opposed to the emotional content of the letter.

For more on the power of emotion and specific sales techniques that tap into your prospects’ emotions throughout the sales process, see the book, FEAR Selling. No doubt, the mechanics of your writing and the structure of your sales collaterals are important, but when it come to sales letters - emotion is what really sells.

Know Your Audience

Just as with writing a good speech, your first concern when it comes to writing powerful sales letters is to know as much about who will read your letter as you can.

As we have mentioned elsewhere throughout SalesCareerTraining.com as well as in The FREE FEAR Selling Newsletter, you must constantly be finding out what your potential prospects’ hopes and fears are.

You should constantly be trying to find out the answers to questions like:

- What is most important to my prospect in this area?

- What problem will this product or service solve for them?

- What will happen to them if they don't solve their problem?

Once you have a very clear idea of what things you can use to motivate your audience emotionally, set out to design your sales letter.

For more specifics on sales collaterals and the mechanics of sales letter design, see FEAR Selling.




This online education module sponsored by the Sales Career Training Institute covers the basics of a wide variety of sales strategies, tactics and techniques.

To find out now about more advanced sales strategies for sales collaterals, check out the newly revised version of the book, FEAR Selling: How You Can Sell More and Sell Faster By Tapping Into Your Prospects’ Deep-Seated Emotional Needs.




To check out excerpts from the introduction of the newly revised version of the book, FEAR Selling: How You Can Sell More and Sell Faster By Tapping Into Your Prospects’ Deep-Seated Emotional Needs, subscribe to The FREE FEAR Selling Newsletter.