What does Sales letter mean in marketing terminology?

Sales letter

A sales letter is a targeted, written message composed by a company or sales person to persuade an individual or group to take action in the form of a purchase, subscription or trial product. A sales letter must be concise, persuasive, and leave the reader with a sense of urgency.

The basic structure of a sales letter should include a headline, salutation, introduction, body, signature and call-to-action.


The headline is the most important part of your sales letter. It should attract attention, create interest and encourage the reader to continue reading. The headline should highlight the main benefit of the product or service you’re offering and make the reader curious.


The salutation should address the reader by name. This gives the letter a personal touch and it’s more likely to be read if the reader feels addressed directly.


The introduction is the first part of the sales letter that the reader will see. It should draw the reader in and explain what your product or service can do for them. It should also include any credentials the reader may want to see such as awards, testimonials or a customer case study.


The body of the letter is where you explain the features and benefits of your product. Focus on the most important benefits and explain why they’re relevant to the reader. You should also take this opportunity to address any common objections or questions that you anticipate the reader may have.


The signature should include your name, job title and contact information. This is so that the reader can get in touch with you if they require more information.

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The call-to-action is the request to take the next step, whether it’s to buy your product or to request more information. It should be clear, concise and encouraging.

General Guidelines and Best Practices

To help you get started with writing a sales letter, here are some general guidelines and best practices for success.

1. Keep it brief and to the point: A sales letter should be as short as possible and not exceed one page.

2. Focus on benefits: Instead of focusing on your product or service, focus on what it can do for the reader.

3. Personalise it: Show the reader that you understand them by personalising the letter. Use their name and any other personalised details that you can.

4. Use strong language: Use persuasive words and phrases to drive home your point and make the reader feel compelled to act.

5. Proofread: Make sure to proofread the letter thoroughly before sending. Check for typos and any other errors that could diminish the reader’s confidence in your product or service.

6. Make a call-to-action: Make the call-to-action clear and provide the reader with a way to take the next step.

7. Add a P.S: Adding a P.S increases the chances of your letter being read. It adds an extra item to the letter that can provide extra appeal.

There's no guarantee that a sales letter will be successful, but following these guidelines and best practices can significantly increase your chances of success.


Dee Blick, Best Selling Author

"When writing sales letters, use the back of the letter to include snippets of your press coverage. Or, if that space is already earmarked for other messages, use the space usually reserved for a postcript. Include a line such as "As featured in XYZ magazine"."

Best Selling Author