A rather great sales letter crossed my desk this week.
It was from a company called BAM, who specialise in bamboo clothing.
This sales letter was sent ‘cold’, to a prospect who had never heard of BAM and had never bought from them before.
It’s a fab example if you’re looking to start targeting some new prospects for your business!
So we thought we’d not copy it exactly – but think about how we can all swipe & deploy it in our own businesses, to get more customers.
What’s so great about it? And what can we all take from it, to start crafting our own version?
1. Start by Telling Your Story.
This letter is from the founder of BAM. And it starts off by telling his story:
“I set up BAM 12 years ago from my garage at home, with nothing but a gut feeling it would work“
He sounds passionate & determined. We’re starting to understand who BAM are.
He goes on to talk about how the business has grown & expanded. So now we know we’re hearing from a successful company, too.
Telling your story is a great opening for your sales letter, to help start to build rapport & trust with your reader.
2. Sell the Benefits, not the Features.
Then, he goes on to start explaining the benefits of their products:
“It’s hard to put into words how wonderfully soft & comfortable bamboo fabric is against your skin”
This is NOT about the features of your product or service. It’s not about the absorbency, the fit or the odour resistance. He’s not talking about the technical details or how they’re made.
Instead, he’s using evocative, descriptive language to sell the core benefit – that you will be incredibly comfortable in their products, because they are so soft.
And then it gets REALLY good!
3. Help your reader to see for themselves.
Because BAM included a free pair of socks with their letter – worth £5.
They are literally THE softest socks I have ever felt (you can see them in the picture at the top!).
And by sending a free pair, they’re backing up their claims that their bamboo fabric is “soft & wonderful” – because now I can see & feel it for myself.
I can wear them & really test the product out. And if I love them, I’ll buy more.
4. Add a testimonial.
“A comfy, eco-friendly offering that feels super soft against your skin. 5 stars for versatility” – Wanderlust Magazine
And again, this is REALLY clever.
Using social proof in your sales letter – like a testimonial from a happy customer – is essential.
Ideally, your testimonial will prove the key marketing message of your sales letter. In this case, it’s about the softness of the socks (click here to see an article we wrote about How to Get Powerful Testimonials from your Customers).
But when you’ve been reviewed in a national magazine, then it goes even further to layer in credibility with your reader!
5. Overcome the barriers to sales.
Why would people NOT buy from you? What would put them off?
It’s crucial to think about all the reasons people might NOT buy – and then to answer as many of these objections as you can in your sales letter, to nudge people forwards with their buying decision.
In BAM’s sales letter, the next paragraph addresses the key objections that people might have:
- Objection: I’ve never heard of this company & don’t trust them
- Solution: “We have a 99% positive review rating with Feefo”
- Objection: I bet delivery is expensive / I don’t want to pay for postage
- Solution: “With free delivery on orders over £70”
- Objection: What if it doesn’t fit? Or I don’t like it?
- Solution: “…with no quibble, free UK returns and exchanges, it’s easy to try a few items”
By thinking through all the reasons people might NOT buy – and addressing their concerns upfront – you start to remove the barriers, and make it easier for people to buy from you with confidence.
6. Add an incentive for your reader to act now.
In this case:
“We have a special discount of 15% off your first order, by entering this code in the promotional box at checkout”
You could offer a similar discount for your reader – or it could be something free with their purchase, or another incentive.
The key is that it MUST be something your reader thinks is valuable & desirable.
The more irresistable you can make your offer, the better!
7. Your Call to Action.
This is where you make it super clear HOW they buy from you:
- What you want your reader to do next;
- How they buy;
- And ideally, add a deadline to drive action.
Don’t leave anything to chance. Make it crystal clear WHAT your reader needs to do now, to take advantage of your offer. Give them ALL the info they need.
It’s also another great chance to layer in credibility, by explaning the ways your customers can reach you.
8. And finally…your Sign Off!
This letter is signed off by David, Founder of Bam.
Although his signature is printed, it looks hand-written (a great way to do this is to draw your signature on a piece of A4, remove the background in Photoshop or similar, and save it as a PNG. That’s how I did my signature at the end of this blog – it’s really handy for using in your marketing!)
It makes the sales letter feel very personal. This is backed up by the minimal branding, with just their logo at the top & small address line at the bottom. It doesn’t feel corporate or sales-y.
And although this letter doesn’t have one, you could also add a p.s. after your signature, just to layer home your core message & call to action once again (for the skim readers among us!).
So – although this may seem a lot of work, it’s actually really simple.
By following this formula, and working through points 1 – 8 for our own business, we have a REALLY strong template for creating our own powerful sales letters.
And if you’d like a copy of the BAM sales letter for yourself, just pop your details in below & I’ll email you a scanned copy!
Until next time
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