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A winning sales letter succeeds by following the AIDA formula. The AIDA stands for "Attention, Interest, Desire and Action." But before we go into the AIDA formula, there is an important step you must take before you write a single word. What is this first step? Understand your customer. The more you can understand what makes your customers tick, the better you are at selling to them. To help you do that, you can answer the following questions: Are they afraid of anything? What are their top frustrations? Do they have anything to be angry about? / Who are they angry at? What do they desire most?

Now the AIDA formula. Attention. First, the letter must get the reader's attention with a hitting lead paragraph that goes straight to the point or offers some intrigue. A sales letter must capture the reader's attention at once or it won't get read. There are 2 common approaches:

1. Open with an intriguing question or statement that grabs the readers' attention and compels him or her to read on. Here are some examples: The power to complete multiple projects on time and on budget (for Project Management Software); I'm writing to you about your husband (for insurance if the husband dies).

2. Opening with a list of 5 or 6 benefits. Place the biggest benefit first followed by other benefits in declining order of importance.

Interest. Next, you want to hook the reader's interest. This is usually a clear statement of the reader's problems, needs or wants. What's new? What's in it for the reader? Remember, the reader isn't interested in you or your products. They are interested in what you can do for them. Here is an example:

· For enterprises with sales of more than $1 billion, the best IT Asset Management program could yield $7 million savings annually, based on an IT budget of $50 to $60 million.

Desire. The letter should create a desire. The desire to eliminate or minimize the potential for future loss or the desire to gain something (prestige, more time, more profits, etc.). Provide a compelling reason to buy from you instead of your competitor. This is called your "USP" or "Unique Selling Proposition". It's a unique advantage customers get only if they buy from you. One important USP is trust. Make your customer trust you. Provide field tests or studies of your product, the time your company's been in business, the strength of your brand, your guarantee, testimonials from current customers and from those on your client list.

Action. Last but most important, your sales letter must have a call to action. You must ask your customer to do the action that you want – to buy a product from you. Explain how and make it so easy for them to do so (as many payment methods as possible) that they will feel left out or disappointed if they don't. For Example:

· Don't delay. Take advantage of this Special Price Offer. Call NOW to place your order or complete the coupon below and send your order by email, Fax or postal mail TODAY!

(По материалам http://www.writing-business-letters.com).

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