Create a product sales letter

Business Benefits

Sell your products and increase revenue.


Identify the target audience for your product by creating customer profiles that include demographic information such as age, location, education level, and job title.

Some ways you can identify your target audience for a product include:

  • Reaching out to your current customer base via phone or email.
  • Reading comments on sites like Reddit or Quora to determine if there is a need for your product and who is asking for it.
  • Reviewing competitor social media channels to see what kind of people are using similar products.

Create a customer profile by keeping a list in a Word document, Excel spreadsheet, or by using a template from tools like SmartSheet.

Pick your primary message by highlighting one important benefit, feature, or solution your product offers.

Make your message clear and with direct language so that readers can pick up on the value of your product. You can accomplish this by focusing your letter on one of the following:

  • The main benefit of your product, for example, your website hosting packages come with 24-hour support.
  • How it will help solve your customers’ pain points.
  • A unique feature of your product, for example, your project management tool has the ability to create Gantt charts when your competitor’s tool doesn’t.

Start your letter with a compelling headline and introduction that state the benefit of your product.

Headlines grab the customer’s attention. They should be short and catchy and lead with a benefit. For example:

  • Make Your Marketing Team More Efficient with Our Marketing Automation Tools. The benefit is that you are helping your customers save time for their marketing team, and you are offering a sneak peek of what the customer can find in the rest of the letter.

Avoid using vague language or overpromising something you can’t deliver, as in below:

  • Gain 2,000 New Instagram Followers Organically in Just One Hour! It’s not possible to do this for most people, so you can’t deliver.
  • Get the Service You Deserve! This headline doesn’t offer any tangible benefits.

Educate your audience on your product with brief explanations or bulleted lists outlining what it does, and how it differs from other products on the market.

This doesn’t need to be a full product manual. Keep it brief. Limit each step or bullet point to one sentence, but include enough details for customers to understand how the product should be used.

Make a personal connection with your customers by writing your letter in a friendly, welcoming tone.

You can make your sales letter sound more approachable with these tips:

  • Using short sentences and keeping your paragraphs to about four lines each.
  • Writing in the same way that you would speak.
  • Avoiding too much jargon or large words.
  • Reading it out loud to check for unnatural phrases.

Use subheadings to break up your content and make the key features of your product stand out.

This allows the customer to skim through the letter for the points most relevant to them.

Add social proof by including brief customer testimonials.

Testimonials add credibility to your sales letter because they act as a stamp of approval from people who have already used your product. They should be about three sentences long but illustrate the benefits of your product and highlight why other people like it. If you don’t already have testimonials, reach out to your customers and ask them why they like your product. You can do this by:

  • Contacting your top customers via phone or email.
  • Sending a survey to your subscriber list via an email marketing platform such as MailChimp or Constant Contact.
  • Putting a request out for testimonials on your social media channels.

Include statistics to prove the value of your product.

Examples of statistics you can add to your sales letter include:

  • Your product has 1,000 5-star reviews on your website.
  • Your product was voted the best in its category by a major publication.
  • Your product was recently featured on a local news network.

Show your product in action by including images of the product or photos of other people using it.

Images help sell your product and add visual appeal to your sales letter. Photos of the product in action also help your customers visualize its intended uses and allow them to imagine themselves using it.

Include images of the product from different angles to give customers a thorough understanding of what it looks like. If you include photos of people using the product, try to get candid photos of them to avoid looking too much like stock photography.

End with a CTA that includes a special offer or an incentive for customers to purchase your product.

For example:

  • A discount of 20% of their first purchase if they spend $100 or more.
  • Including a small gift with each purchase over $75.
  • Free shipping with a purchase of $50.

Always put an expiration date on your offers to create a sense of urgency for customers.