A sales letter is often the first and only impression a buyer has of your business. Every word you choose matters. Poor wording, weak tone, or careless writing can instantly reduce trust and cost you potential orders.
1. Avoid Pushy or Rushed Language
Do not use aggressive or pressure-driven words such as “prompt,” “ASAP,” or “at your convenience.” Buyers do not like being rushed into decisions. Professional buyers prefer clear, respectful communication that allows them to evaluate your offer at their own pace.
2. Do Not Over-Flatter the Buyer
Avoid unnecessary flattery with words like “esteemed,” “honorable,” or “respected.” Importers place orders because your product meets their needs — not because you inflated their ego. Keep your tone confident, honest, and business-focused.
3. Never Use Casual Abbreviations
Abbreviations such as “B. Rgds” for Best Regards or “Tkx” for Thank You appear careless and unprofessional. To a buyer, this can signal laziness or lack of seriousness — qualities no importer wants in a long-term supplier.
4. Eliminate Spelling and Grammar Errors
Your sales letter represents your company. If it contains spelling mistakes or poor grammar, buyers may assume the same lack of care applies to your products and operations.
A well-written letter signals quality, reliability, and attention to detail.
5. Make Your Website Easy to Find
The primary goal of a sales letter is to guide the buyer to your website for more details and ordering. Do not make them search for your web address.
- Include your website link clearly at the top in your contact details
- Repeat the website address in the final paragraph
Make it effortless for buyers to learn more, contact you, and request pricing or samples.
Final Thought
A professional sales letter is not about pressure or praise — it is about clarity, credibility, and confidence. Write as a reliable business partner, not as a desperate seller.
Tags: Sales Letter, Business Communication, Export Marketing, B2B Sales, Professional Writing