Write a Sales Letter • Letter Templates and Guides

How to write this letter:

1Capture the reader's interest immediately. For example, you might make a special offer, ask a thought provoking question, or thank a customer for his or her patronage.
2Explain the product or service. Try to convince the reader to buy or to take the next step in negotiations. If appropriate, send a brochure, catalog, or pamphlet to help you make your points.
3Motivate the reader to respond.


The most successful sales letters are original and truthful. As the writer you should learn every detail about the product or service you wish to promote, and then focus the letter solely on selling that specific product or service. You must give your reader enough information to feel confident about or interested in your offer, while at the same time keeping the letter short. Your sales pitch can only succeed if your prospect reads the entire letter.

Example Letter #1


Do you know that fifty percent of all new small businesses fail? Getting off to the right start is imperative. Doe Financial Services specializes in helping small businesses get started and stay on their feet. We offer free initial consultations and reasonable rates on follow-up services. We would like to help you avoid becoming a negative statistic. Please call 555-5555 and let us help you start right. Your future is in your hands.

Example Letter #2


Now more than ever it pays to be informed about the impact the food we eat has on our health. But with so many competing theories, how can we keep all the information straight? Now there is a way.

The nutrition department of Doe University publishes a nutrition newsletter each month that addresses the answers to questions such as: How can I stop free radicals from destroying healthy cells? Is eating fat really taboo? Which diet is most conducive to a long life? What is the greatest amount of weight that we may lose per week and still remain healthy and energetic? Are thin people healthier? Such questions are only a few of today's hotly debated topics.

Return the enclosed card today and receive the first issue free. If not completely satisfied, you may cancel your order and keep your first copy. Otherwise, you will continue to receive a newsletter each month. If you return the card now, you qualify for the introductory offer of $16 per year. Don't wait, act today. Take control of your health.

Example Letter #3


Are you tired of winter? Are you dying to get away for a dream vacation? Doe Travel is pleased to offer six exciting vacation packages at unheard of low prices. Enclosed with this letter are six brochures describing each vacation package, from London to New Orleans to Lake Tahoe. Or, if you prefer, take advantage of one of three weekend getaways for under $399, including airfare. Call now at 555-5555 to reserve your spot. But hurry--this can't last!

Example Letter #4


Doe University is extremely proud to announce their exhibit of the Imperial Tombs of China. The exhibit is running through March 16, from 9 a.m. to 11 p.m., Monday through Saturday. Discount vouchers for this exhibit are available to University employees through the Springfield credit union for $8 ($2 off the regular $10 ticket).

You must exchange these vouchers for tickets that will admit you at a specific date and time. Tickets can be picked up at the Doe Center Ticket Office. To reserve your ticket in advance using this voucher, contact the Doe Center Ticket Office at 555-5555. Plan to arrive one-half hour before the time listed on the ticket for parking, coat checks, and so on, and allow two hours to see the exhibit.

We look forward to sharing this breathtaking exhibit with all of you in the coming weeks.

Write Your Letter Step-by-Step


Capture the reader's interest immediately. For example, you might make a special offer, ask a thought provoking question, or thank a customer for his or her patronage.

Example Sentences for Step 1

You may not own oil shares, but you can make money on Doe Oil! Just ask for Doe Oil the next time you get your oil changed and mail us your proof of purchase for a $5 rebate. I am eager to offer you a software package that is so new that it hasn't even hit the sales floor. Thank you for investing so much time in discovering what this company has to offer you. We are pleased to welcome you as a new client and look forward to working with you. Is your business in danger of bankruptcy? Read the remainder of this letter to find out the five financial pitfalls of the small business owner. Did you know that your rent may be as high as a house payment? You can get a home loan even if you don't make much money. At the Doe Mortgage Company we specialize in low income housing options. Thank you for responding so positively to the letter we sent you about our fabulous new hair care products last week. Your accounting team recently asked me to show them how our financial organization and accounting software could help them do their jobs more effectively. They were amazed at what it could do. Good news! We are delighted to inform you that we no longer require a $100 minimum purchase per order. We now accept orders as small as $50. I'm sending this urgent letter to remind you that there are only three days left for you to get in on this great offer. Congratulations! I have just discovered that your 25th wedding anniversary is next month! Have you made travel plans yet? Thank you for the helpful comments you made during our phone conversation a few days ago. Now I am better prepared to make a proposal suited to your company's needs.

Example Phrases for Step 1


Explain the product or service. Try to convince the reader to buy or to take the next step in negotiations. If appropriate, send a brochure, catalog, or pamphlet to help you make your points.

Example Sentences for Step 2

Enclosed with this letter is a proposal outlining some of the ways we can serve you better than ever! We value your business, and to prove it we are giving you ten hours of free consultation when you sign your next one-year contract with the Doe Corporation. We at the Doe Corporation have always taken great pride in our work. We guarantee that our products are the best quality you can buy at the lowest possible cost. We're Springfield's first department store, founded in 1868. Today we are proud to carry over 3,000 quality products. Our pots and pans are rated among the most durable in the country. They feature porcelain enamel exteriors, nonstick interiors, and steam vent knobs. In the past you have ordered a fruit basket for each of your employees. This year's baskets will include fruits from the tropics, including mangoes, kiwis, and papayas. Of course you are always welcome to order custom-made baskets at no extra charge, but many of our customers find it convenient to order our standard basket. Our amplified computer speakers are sure winners! They have magnetically-shielded speaker magnets to prevent monitor, drive, and disc damage. They also feature a unique cabinet design for enhanced bass response. Because you showed such interest in our graphic design services at the demonstration, I am sending you this pamphlet that explains our services in greater detail. I am delighted that you are interested in our unique products. We all agree that water safety is an essential part of enjoying boating. This catalog features our life jackets, inner tubes, goggles, caution signs, and more. We also offer a complete line of summer hair care products. If you swim, especially in a public pool, your hair will suffer unless you protect it. These unique shampoos and deep conditioners are great for combating sun and chlorine damage.

Example Phrases for Step 2


Motivate the reader to respond.

Example Sentences for Step 3

Example Phrases for Step 3