To say the least, small business owners must be savvy in many areas of business. It often means you are the decision maker, bookkeeper, salesperson, office administrator, marketing manager AND COPYWRITER. Creating a sales letter, or any correspondence for that matter, means you must present yourself in a professional…yet approachable manner. Don’t just promote products and services, but build customer relationships, credibility and trust. Give a clear picture of the company or (person) behind the product or service.
With that said…let’s get down to some of the mechanics and basics of writing promotional materials. These six tips should give you a great start to creating a dynamic letter, email campaign or promotion and put your small business ahead of the competition.
· You are introducing yourself and your business. In your business correspondence, you are representing yourself, your business and your product line. Be sure that in all written communication, and that includes emails, that you provide complete contact information. At minimum, provide company name, address and phone # on correspondence. Your business title is also a great thing to add. Customers love to know that they are hearing directly from the business owner, the operations manager, etc.
· Distinguish yourself. What makes you different from your competitors? Do you provide emergency 24 hour plumbing services, is your product made exclusively in your area, is your shipping free, does your product benefit a particular customer base? Put some thought into what makes you or your product unique and be sure to state it in your materials.
· Keep paragraphs 3 to 5 sentences. Long, daunting paragraphs tend to be skipped over (or skimmed at best). Make it easier for your reader by providing frequent breaks in the writing.
· Use Subheads to keep customers reading
Subheads break up paragraphs and give the customer a glimpse of what is to come. Your subhead should catch your reader’s attention and prompt them to continue reading.
· Provide credibility. If you have a great customer testimonial on a product you sell, by all means, use it in your promotional materials. If you market vitamin supplements and have access to clinical reports, site your sources. Providing proof and credibility in promotional materials promotes trust in the product. Just make sure your testimonials, reports, etc are all legitimate… and don’t go overboard – it can destroy believability.
· Clearly state your “Call to Action.” When you make your close, clearly state what you are offering your customer and how to place a hassle-free order.
o Let them know exactly what they are getting
o Be clear on pricing
o How to order and if there is a time limit to order
o If there is a money back guarantee or return policy
Follow these tips and remember to be professional, yet approachable in your writing style. Make your sales materials informative and easy to understand. Today’s consumer is typically busy and has precious little time to spare. Also, don’t approach customers with a hard-hitting, exaggerated sales pitch; you’ll lose the sale and a potential loyal customer. Long-standing relationships with customers are built over time.
Denise McGill is a freelance copywriter specializing in catalog product description, copy makeovers, landing pages, promotional materials, sales letters and article creation. She has created product copy for companies such as Collections Etc, Sturbridge Yankee Workshop and NetShops. With a focus on product benefits, robust copy can escalate company sales and ultimately increase profit. Learn more about Denise on her website - 
