Five-Step Formula for Writing Persuasive B2B Sales Letters

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When your customers are businesses, sales letters and emails are a great approach that enables you to inform potential customers about your product in an effective way. Sales letters enable corporate decision-makers to take a look at the advantages of your product while also establishing the basis for future relationships between the two businesses.


The only problem is that decision-makers are busy people, and they don’t have much time to read sales letters and emails. As a result, many letters remain unopened or are deleted immediately. Therefore, your goal is to make sure that the recipients will actually notice, open, and read your sales letter. You need to present it in the right way and create the right content. Here is a simple five-step formula that might help you.


  1. Format your sales letter properly

We recommend that you stick with the formal layout: Provide your name and your company’s address in the top left corner and then include the date and your recipient’s name and address. You may also include a heading followed by your salutation.


When writing B2B sales emails, format them like regular emails. Start with greetings and then move to the main part. It’s important to stick with a non-commercial format so that your sales letters and emails will feel more personal and authentic.


  1. How to start

First, you should write a heading or subject line. Make sure that it’s relevant to your proposal and intriguing. Given that your recipients are busy, they might receive a lot of correspondence that’s more important than your offer. You need to compete with more important letters and emails, so your subject lines and headings must stand out and immediately grab attention. We also recommend that you use personalized subject lines.


Once you’ve written a good subject line or heading, address your reader. We suggest that you address them by their name for a more personalized experience. For instance, you can write “Dear Mrs./Ms./Mr./Dr.” You might need to do some research — make sure to use the right title when addressing corporate decision-makers.


After this, you should write the opening line. It must be catchy, straightforward, and attractive. The main purpose of the opening line is to motivate your reader to read more. According to statistics, about 70% of corporate decision-makers purchase products to solve a certain problem, so a good approach is to start by addressing your reader’s pain points, while also keeping your opening line vague enough so that they will want to read more.


  1. Write the main part

When writing the main part of your letter, introduce yourself as a seller. Tell your reader what your business does, what your mission is, and what makes your company the right choice.


Once you’ve introduced yourself, you need to prove your credibility. You should explain how exactly you’re going to help your reader solve their problem. Explain the benefits of your solution, tell your reader about any guarantees or special offers that might make you the best option for them. The main thing is to do your research and focus on the advantages that can be appreciated by this specific company.


Finally, you need a call to action. Keep in mind that the B2B business isn’t about quick transactions. Your sales letter is an opportunity to start building a relationship, and you should use it. Don’t make your CTA too pushy, but motivate your reader to take action without demanding it. If they don’t need your product or service now, they should be able to purchase it later. Provide a link to your landing page, ask them to call or email you, or ask them when they are available. If you don’t know how to do it right, a professional writing service can help you do that. You can find those here:


  1. Write a closing statement

Once you’ve given all the necessary information, add a closing statement that will warm up your lead. Make it positive and enthusiastic. For instance, you can say that you’d love to have your reader on board or that you’re looking forward to helping them achieve their goals. Your closing statement should be concise and well-written. Show appreciation and offer any necessary help.


  1. Sign-off

Finally, you can sign-off your letter or email. Here are some of the appropriate sign-offs:


  • Best Regards
  • Sincerely
  • Regards
  • Respectfully
  • Best Wishes
  • My Best
  • With Sincere Thanks


The sign-off should be followed by your signature, typed name, and your position. According to statistics, emails with a warm tone have a 15% higher response rate than neutral ones, so using a formal yet warm sign-off is a great practice.


Well-written sales letters or emails can bring you a lot of revenue. The main thing is to know what a good B2B sales letter looks like and to follow some simple rules. We hope that our tips will help you write impressive letters that serve your objectives.

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