Writing Sales Letters That Work

Why do most sales letters fail?

In general, it’s because they don’t have a logical start, middle and finish.

You can make your sales letter more effective by using the hook-line-sinker technique.

It works like this...

The HOOK

How to turn run-of-the-mill query letters into high-powered sales tools!
Also:
Outlining your Query
Keeping Track of Your Submissions
Writing query letters is the ‘bread and butter’ of freelance writing. Without them, your career will never get off the ground.
What should it do?
It proposes how your article is a perfect fit for the publication that you’re targeting.
In most cases, you’ll send it to the Editor; while many larger publications may have dedicated Submissions Managers, in most cases, it’s the Editor’s attention that you’re after.
A successful query results in the Editor either requesting a copy of your article for review (if it’s already written), or commissioning you to write the article from scratch. The latter happens only after you’ve built up a significant portfolio.
In most cases, magazines will require that you send in a query before submitting your article.
Editors take a dim view of writers who send in articles without first getting the go-ahead.
And those who attach large files to their emails, clogging up an already jam-packed inbox, are not doing themselves any favors. In general, unsolicited manuscripts are rejected without even been read.
So, what’s the best approach?  
The following guidelines are not set in stone, but are worth reading if you’re new to freelancing. After all, if you only pick up one tip here, you’re time will be well-spent.
1. Find the Right Contact — in large publications, each section may have a separate designated editor. For example, on an IT magazine, there may be different editors for Ecommerce, Wireless, Security and so on. If your article is on ‘Mobile Solutions for Road Warriors’, then you need to find the respective editor for this section.
Sending your query letter to the wrong editor, in the hope that it will magically be forwarded to the correct one, just doesn’t work. It wastes your time, and also creates a rather negative impression with the busy Editor that you’ve interrupted.
Instead, find out who is the correct contact. Write down their name carefully. If you write Mr. Leen, rather than Mr. Lean, in your query, you’re hardly going to get the commission.
Would you hire a sloppy writer?
In general, when introducing yourself write "Dear Mr. Lean" or "Dear Ms. Lean". If you don’t know whether the editor is male or female, use the full name, i.e. "Dear Enda Lean."

2. Send Your Best Clips — always include your most impressive credentials. State the date of publication, article title, and the Editor’s name that you worked with. Once you get permission to send over your clips, include three of the best. Don’t flood the editor with large, bloated PDF files – try to be considerate. If you have an online portfolio, send them the URL as well.

If you have not been published previously, offer to send some writing samples; you can also boost your chances by placing extra emphasis on your idea, benefits to the target audience, and how you will present it.

3. Read the Writer's Guidelines — these should answer most questions in relation to style, format and length. Asking such questions to the Editor will reflect very poorly on your abilities. Read the guidelines and stick to them. And don’t ever change their templates just to suit your style.

4. Tailor your query for each publication — the writing style for Wired magazine will be very different than writing for an academic journal. Also, explain where it fits into the publication: "After studying your magazine, I feel my article “CRM for Very Small Companies” is a good fit for your 'Content Matters' section because..."

5. Include a SASE (self-addressed stamped envelope) for those publications who request hardcopy submissions. In the top left corner put the publication’s name and the article title underneath it. Put your return address on the back. By doing this, when the publication responds, you will know immediately which piece they are referring to. Use nice labels to make your submissions look more professional, and send your articles in large envelopes (9" X 12") rather than folding them into small envelope.

6. Create a template for your submissions — this will save you writing every query from scratch. Include your name, address, phone number and e-mail on the cover letter that accompanies your manuscript.

7. Simultaneous Submission — if you have sent your article to several publications, mention that this is a "simultaneous submission." Always tell the editor if other publications are reviewing your work; sometimes this encourages editors to respond quicker. It can also backfire as the editor may feel you are taking a ‘gunshot approach’ and don’t have confidence in your own material.  

Outlining your Query
Now that we’ve covered the essentials, let’s look at what goes into the query itself. 
Summarize in one short paragraph the subject that you propose to write about. Give it a working title, such as “Using Microsoft Word for Long Documents” rather than merely saying you want to write about Word.
Explain why you are uniquely qualified to write this piece, e.g. refer to other published articles on the same topic.
Estimate the word count. The Writer’s Guidelines will usually state the preferred word count for article submissions.  
Estimate the Completion time. In other words, if you started to write it tomorrow, by what date would it be finished.
Mention the sources that you will refer to, e.g. CTO of Fortune 100 Company etc., especially if they are influential industry figures.
Double-check your grammar, spelling, and punctuation. Then double-check it again. The best query letter in the world can be ruined by one little gremlin!

Keeping Track of Your Submissions
Once your career takes off, you’ll need to schedule your workload. This involves finding new leads, keeping track of submissions, and scheduling the articles you need to write.
Here are a few tips to stay on top of your submissions.
Always put the date on your submission letter — and enter the details into your records database (an Excel file will do the trick). You’ll need this for keeping in touch with editors. Don’t always follow-up immediately. Give them some time and then send them a polite enquiry letter.
Record the date, contact person, and publication for all submissions in your database. This makes your life much easier when you start following-up.
By dating/naming your submission, the editor can retrieve your submission much easier—and it demonstrates that you’re a professional who understands their busy schedule.
Later, you might want to create a database for managing new leads and another for scheduling your articles. And if you’re experienced enough, you can combine all of these tasks into a single spreadsheet and use it to manage your increasingly busy schedule.