Create a sales letter for B2B

Business Benefits

Write a compelling, well-structured B2B sales letter designed to convert prospects into customers.


Before creating the sales letter ask yourself these three questions:

  • What are the major benefits of my product, and how will they make my prospect’s life better?
  • What will my prospects main objections be?
  • What is/are my main unique selling point(s).

This will help you focus your writing around the most important points and help keep your sales letter succinct.

Create a short but engaging headline to capture your reader’s attention.

For example, “ABC Limited grew my business by 300%” - Find out how we helped other CEOs grow their business by even more.

You can also personalize this headline according to your target segment. For example, if you are targeting business owners in London you could use a headline like “Find out how London businesses are doubling their revenue”. You can use a testimonial as your headline if it’s evocative.

Start your sales letter with a statement or question to demonstrate that you understand your prospect’s particular business problem or fear.

You could ask a direct question relevant to the product or service you provide, like, “Do you feel like you could be getting more out of your sales leads?” or, “I won’t waste your time, I’m going to help your company make more money and be more competitive.”

If you have a relationship (even a tenuous one) with your prospect, referencing it can be effective in the opening. For example “Hi ((First name)), sorry I missed you at this year’s small business convention, but I wanted to get in touch because…”

Introduce your product or service by highlighting the benefits rather than just the features to show how it will solve a key problem, issue or need.

A benefit tells your reader how exactly your product or service will improve their life or solve a problem. Features are aspects of your product, which could be technical or descriptive. Benefits are why that feature matters for your customers.

For example, “Access to our database of 50000 prospects” is a feature. “Create an ROI positive sales funnel for your business with access to 50000 prospects” is a benefit. It’s important to ensure the benefits are all about the customer. Think “you get” rather than “we provide this”.

Highlight any additional bonus or special offer to give your prospect a reason why they should act now.

Essentially you are trying to sweeten the deal. Often a time sensitive offer works well or an offer specific to your target segment. For example, “30% off our gold package this month”.

Establish your USP (unique selling point) or value justification, along with a price.

Include a demonstrable reason why they should trust you, where possible along with a justification. For example, “With 25 years experience and over 500 happy customers we are the market leaders. But don’t take our word for it.” - Link to testimonials.

You are trying to highlight why they should use you over one of your competitors. Is your customer service superior? Does your product have features and benefits beyond your competitors’? Essentially, what sets you apart from the rest and how you represent value. At this point you want to try to pre-empt and answer potential objections. A money-back guarantee is an example of this.

Create your call to action, including a sense of urgency, and reiterate the bonus or special offer.

Make sure it’s clear what they should do next. Buy your product, arrange a meeting, join a webinar etc. For example, “Sign-up before the end of the month and get your first month free. PLUS! We’ll throw in a free 2-hour consultation. Get in touch now.”

Create a postscript section that reinforces the benefits from the headline and body copy that the prospect will get from using the product in an engaging way.

This can take the form of “P.S. If you’re a small business owner, then we highly recommend taking the next step. We created this product specifically with people like you in mind. We will happily provide references from past clients.” Your goal is to close off the sales letter. You may think of this section as your closing headline.