Successful sales letters Successful sales letters Your most successful promotional tool is a sales letter. Not advertising, not newsletters, not brochures, but sales letters. In twenty-five years in business I have seen this over and over again. There is a very simple reason behind this truth, and knowing this reason will lead to making your letters successful.
People buy things.
Any money you spend trying to get a business to buy something from you is money wasted. Bulk mail, brochures, all the other kinds of promotion have some value. They lead to name recognition, occasionally result in an inquiry or a request for a quote, and form impressions in their viewers about you or your company. The disadvantages in cost and energy and increased possibility of making a wrong or bad impression, almost always offset the advantages for any but the large national companies. Put the same amount of energy into sales letters, and you will get four to ten times the return.