One of the most important aspects of a business is sales. We need to find new customers on a regular basis in order to sustain our business. Sales letters are the medium to expand our network of customers and writing effective sales letters is an art.

We are often bombarded with piles of sales letters from various marketers and with lots of advertising of the products they are promoting. We just read first few lines of these letters and the send them to their obvious fate, the dustbin, but when we ourselves wish to promote our products through similar campaign, naturally we will not like the same fate of our letters.

It is often said that the first impression is lasting impression. When we write sales letters, we shall have to create some positive first impression in the first few lines of our letter so that the reader will continue reading at least until we deliver our message somewhere near the end of the letter.

In the first paragraph itself, we have to create an impression in the minds of the customers that the letter carries some message that is beneficial to them.

An important point to keep in mind is that the sales letters should reach the targeted audience only. Remember, when we satisfy the needs of the customers then only they are going to buy from us. There is no point in sending the sales letter to people who are never going to need our products or services.

We have to clearly establish our message as to whom this mailer is addressed to. We should be able to develop a rapport with the prospective buyer in the first few lines by identifying their needs.

Another way to develop such interest is to use some keywords that create some amount of curiosity in the mind of the reader. Some of the most popular keywords used are free, discounts, special offer, limited time offer, etc.

These keywords are to be used in the first few lines of our letters, or preferably in the subject line of the letter. The reader will then be tempted with these words to find out what the offer is and we will be successful in delivering our message.