Your sales letter is one of the key documents of planning your business event 

A sales letter is the basis for all of your marketing materials for your business event. A good sales letter can be a stand-alone point of contact with your clients, or a sales letter can serve as the basis for an entire marketing campaign. Before you ever set pen to paper in creating your sales letter, you must prepare this vital document.

What is a Sales Letter?

A sales letter is the core of your marketing campaign for your event. The sales letter is like a sales presentation in print form. It tells your prospective clients why they should attend your event, as well as overcoming the anticipated objections to attending your event. When crafting a sales letter, you must give your clients a reason to attend your event, and overcome apathy and objections to your event.

Detail the Benefits of Your Event

One of the most important things you must do when preparing a sales letter is to detail the benefits of your  business event. One common mistake that new marketers make is to assume that attendees will automatically realize the benefits of attending an event. Many event organizers will state one or two benefits to the event, and then fail to list other relevant details. In reality, though, you should make a detailed, comprehensive list of all of the benefits that attendees get from coming to your event, and find a way to work all of these details into your sales letter.

Never assume that attendees will reach the same conclusions as you about the benefits of your event. Spell out the benefits to ensure attendees reach the appropriate conclusions and are more motivated to attend your business event.

Overcome Objections to Attending Your Event

In addition to listing all of the benefits of your event, an effective sales letter will anticipate and overcome all of attendees' potential objections to attending your event. Do you think the price might be a sticking point for some of your attendees? Rationalize it. Is the location a problem for attendees? Point out the benefits of the location, and why your attendees should come anyway.

If you provide information to overcome all of your attendees' objections to your event right in the sales letter, attendees will have less of an excuse not to register. Before you can draft the sales letter, though, you need to anticipate all of these objections based on your target audience. Create a list of potential objections, and why attendees should come to your event anyway.

Remember, having an effective sales letter is vital to your event being a success. Whether you're writing the sales letter yourself or hiring a copywriter to do it for you, prepare your sales letter before you ever write a single word. Be sure to make a comprehensive list of benefits and potential objections that attendees might make to coming to your event. If you draft the sales letter yourself, these lists will serve as the basis for your sales letter. If you hire a copywriter for your sales letter, you can pass this information on to your copywriter, who will then have a good basis from which to begin drafting your marketing materials.

Spend the time upfront planning out your sales letter, and you will reap tremendous rewards as your sales letter sells out your business event for you. Enjoy the planning and enjoy the success!

About the Author

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter for trainers, speakers, coaches, consultants, complementary therapists and solo professionals. If you'd like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

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