What Makes a Marketing Letter Work Like a Charm?

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Why will one marketing letter bring home more sales than anyone ever expected while another will not produce a single conversion? What makes a good letter tick?

That's a loaded question. There are so many different factors at play. It could be one of a million things. There are some factors, however, that can have a massive impact on success. Here are a few of the largest factors in determining a sales letter's ability to create purchases.

The headline. The headline is, the most important part of any marketing letter. Period. If you have a lousy headline, you will not sell a thing. If you have a great headline, you can hook readers enough that they'll dig through your material and may very well make a purchase.

The targeting. A good copywriter will produce a letter that will appeal to the people who are actually going to read it. A good letter will connect with the readership. It'll be written in their "language" and will understand what that audience really wants.

The benefits. The best marketing letter strategy available is to focus on the product benefits. The idea is to provide readers with a sense of how their life is going to be better when they purchase the product. A good sales letter paintings that picture, giving people a reason to wanty want the product.

The structure. There are many different ways to logically and successfully structure a good letter. The AIDA (attention, interest, decision, action) method is a favorite. Others can produce great results, too. A great copywriter recognizes the kind of structural patterns that produce results and will generate a marketing letter based on those patterns.

Headlines, targeting, benefits and structure are four of the largest factors in the creation of a winning marketing letter. When those four things are clicking, sales are almost sure to follow.