A sales letter is a document designed to generate sales. It is a distinctive type of persuasive letter. It persuades the reader to place an order, to request additional information, or to lend support to the product or service or cause being offered. For most sectors other than retail, a sales letter is the first and most important way of reaching new customers. The purpose in writing a sales message is to sell a product. It influences the reader to take a specific action by making an offer-not an announcement-to him. Sales letter attempts to persuade readers to spend their time and money on the value being offered. To sell, the sales letter must be specific, go to the right audience, appeal to the readers needs, and it must be informative.

Before writing the sales letter you need to plan about the type of sale campaign that you will conduct. Whether you will send a letter only or will you include brochures, reply forms, special inserts, samples, response cards etc.? How do you plan to market the product or service? Through the Internet, direct mail, email, direct sales, print advertising, etc.? Do you need other advertising or literature to support the sales letter? Who is your competition? How are they marketing this product or service? What is your advertising budget? Are your marketing hopes realistic? Another important decision is to determine the specific purpose of your letter. Whether you want your reader to call for a free video, presentation or demonstration? Or you want your reader to fill out an order form? For these you need to know and analyze your audience and the purpose for writing. Try to form a mental image of the typical buyer for the product you wish to sell. Ask yourself: