Purpose of the sales letter When you write your sales copy, be aware of the purpose of your sales letter. This will make a difference to your whole concept and layout. You will need to take into consideration, whether you are offering a free product, a service or product. Free: Means just that, you are in reality offering your reader a free gift, which is usually a precursor for your main product or service. You are in effect getting your foot in the door. For this purpose you will not have to have a long sales page. This is because you will obviously not have to persuade a person that much to except your free gift. A service: A service will need to be a very personal sales letter that will build up a good rapport with your reader. To bring a personal touch is good for any sales page, but is especially important for a service. The more your reader can trust you, the better your chances are of them hiring you. Testimonials will also build trust: They also prove that you can do the work you claim to do. There is nothing like word of mouth proof. Testimonials and endorsements are strong ways of backing up what you claim and can often be the factor that actually gets the reader to buy. Your experience counts: Potential customers want to be sure that you are experienced as well, so you should always include some information about your credentials when you write a sales page for your services. A product: while emphasis will be put on customer relationship marketing, quite a bit of your sales technique should also define your USP, unique selling point of your product. The potential customer wants to know exactly what your product is and how it differs from similar products that your competitors are selling. As you see different purposes for your sales letter should be taken into account and be given some thought before you even start to write your letter. So try to tailor your sales page according to what you are selling or offering to get the most out of it.