Quick Wins

Copywriting for an effective sales letter or email

Sell better, write more efficiently, and quickly learn how to craft your communications to get the best response and return

Sales letters and emails offer a fast, simple and economical way to attract new customers and generate fresh business opportunities.

Unfortunately, 95% of everything that marketers send out by either email or post hits the waste or recycle bin in less than 5 seconds.

In this Quick Win, you’ll learn key copywriting techniques that you can use immediately to get more of your sales letters and emails opened, read and responded to.

What will I learn?

In this Quick Win you will learn:

  • How to apply customer-centricity to capture and retain your target audience’s attention
  • How to structure your messaging so that you say the right things at the right time
  • How to harness emotional drivers to turn customer need into customer desire
  • How to use fixing points to make more people spend more time reading what you write

How is this Quick Win structured?

Our starting point is that you have a product or service you want to sell to your target audience. You want to write a sales letter or email that’s powerful, persuasive and hard to ignore. Your desired outcome is to get them to engage via a visit to your website, an online order or an enquiry.

So this Quick Win will help you plan what to say and how to say it. And it will show you the best way to organize your copy so you say the right things in the right order.

About the author

Paul Chuter F IDM

Paul is one of the UK’s leading sales and marketing communications practitioners. Since 1990, he has provided consultancy, copywriting and training services to major international business enterprises, leading not-for-profit organizations, government agencies, professional bodies and academic institutions.

Paul is a faculty lecturer and Fellow of the Institute of Direct and Digital Marketing (IDM) where he delivers his Copywriting Masterclass, as well as modules for the IDM Postgraduate Diploma in Digital Marketing. Paul is also a skills trainer at the Institute of Fundraising (IoF).

Paul’s commercial and public sector clients include: BearingPoint, Brooklands International Pensions, Cisco, Ericsson, Find a Future, Hampshire Fire and Rescue, Hitachi Data Systems, Intel/McAfee, Juniper Networks, Logicalis, Medical Protection Society, Ordinance Survey, Security Industry Authority (SIA), Tradedoubler, and Warner Bros.

Not-for-Profit clients include: Animals Asia, Arthritis Research UK, Battersea Dogs and Cats Home, Born Free Foundation, International Alert, Multiple Sclerosis Society, National Autistic Society, Northern Ireland Chest, Heart and Stroke, Rhodes Trust, RNIB, Salvation Army, Scope, Emmanuel College Cambridge, King’s College London, UNHCR, University of Leicester, University of Loughborough, and Will to Give.

Paul has trained staff from more than 400 commercial enterprises and 300 charity sector organizations in effective copywriting. His training combines practical techniques and best-practice methodologies that can be applied immediately to achieve impressive results.

Business membership badge icon Starter/Pro Membership is required

Business Starter and Professional members get access to this and 42 other quick wins.

Learn more Already a Starter/Pro member? Login here Guide cover image

Copywriting for an effective sales letter or email

Actionable, step-based marketing techniques to get fast results

Each Quick Win gives you a series of practical steps to follow to achieve improvement. Learn why the technique is
important, how to achieve it, and what results to expect.

Quick Win checklist illustration

A checklist approach means you can save your progress and return to where you left it at any time.

Quick Win video illustration

Each Quick Win is supported by video and guides from our 20 comprehenisve marketing toolkits - which are also included as part of membership.

Quick Win worksheet illustration

Downloadable worksheets for each Quick Win allow you to apply the win to your business as you learn.

Explore our other Quick Wins

Marketing moves fast, so we add or update Quick Wins regularly. And they're all exclusively available to our
Business Starter and Pro members

Partner company logos

...plus over 165,000 consultants, agencies, entrepreneurs and SMBs in over 170 countries.

Smart insights logo