Like the PB&J sandwich, the promotional sales letter is a classic yet stellar sales tool. It is a reliable workhorse that doesn't require any fancy design, programming or printing. In fact, you can mail merge and print from it from the comfort of your home office if you'd like. That's what I did five years ago when I launched my insurance copywriting business.

I mailed my letter out to 200 insurance industry prospects, and I probably spent a total of $200 including postage, envelopes and paper - maybe even less. That simple, inexpensive effort generated an 8 percent response within the first month, and years later, the replies continue to trickle in. In fact, just six months ago, (4.5 years after I sent the mailer) a prospect called me and said that he'd saved my letter all this time.

If you'd like to send your own promotional letter, here are some rules of thumb:

The Intro

• Personalize your letter. Personalized correspondence always outperforms generic.
• Pay attention to your "headline." I know ... letters don't have headlines - but they do have subject lines and/or a Johnson box. These are just as important as the headline of an ad. Spend a lot of time getting them right, applying the same rules that you use for headlines:
  • Tap into core emotions.
  • Communicate end benefits.
  • Make it about the reader - not about you.
  • Focus on self-interest (what's in it for the reader), news or curiosity.
  • Highlight your offer. 

Paint a picture
In the first paragraph, paint a related picture of  the reader's pain point or desired solution. You want your reader to be nodding her head in agreement as soon as she begins reading the letter. Use metaphors to bring your solutions to life. Many people can't understand a solution that they've never experienced. Metaphors help them visualize. 

The Promise
Now that you've hooked your reader, it's time to make a compelling promise. Tell them what you're going to do and how you're going to be different. But don't launch into a sales pitch - put it into the reader's terms - what's in it for her? Always remember that buyers don't want to buy - they want to resolve problems.  

The Proof
Now that you've made your promise, you've got to prove that you can really deliver. Offer proof in the form of client testimonials, statistics or short case studies. Make them believe that you've solved other clients' problems and you can solve theirs too. Weave proof throughout your letter in an interesting manner. Add a sidebar or a pull-quote to highlight key elements.  

Push for Response
Finally, your sales letter needs to make the close. Remember that you're not closing the sale - you're closing the "next step." There's a huge difference. Very few people buy insurance when they receive a sales letter. They buy when they have a need and they think of you. They will think of you if they've interacted with your company in a variety of positive ways. The job of the sales letter is to persuade the reader to step into your sales cycle. The letter should convince the reader to respond to your offers. Once they respond, you have permission to communicate on an ongoing basis, which is the secret recipe for closing insurance sales.  

Don't forget the P.S.
Yes - The P.S. is still very important. Research shows that many people read the P.S. before they read anything else. So, write the P.S. as if your letter will never be read. Hint at the promise and sell the offer, making sure that you write in a "what's in it for the reader" tone. And, keep it short and sweet - two sentences is ideal.  

Reply Mechanisms
Include as many reply mechanisms as possible - e-mail, web, phone, fax and reply card. Different people respond in different ways so try to appeal to all of them.