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The sales letter is your most important marketing tool for building an audience and gaining attendance at your event. It forms the core for your entire marketing campaign, be it online or offline. As the single most important piece of marketing material you’ll develop for your event, the sales letter is worth an investment, either in terms of time or finances.

Writing a Sales Letter Yourself
As the most important marketing material you’ll have for your event, it’s vital that you produce a good sales letter. If you’ve got a low budget or you simply prefer to maintain control of your event materials, you might want to try writing the sales letter yourself. If you do decide to go this route, make sure you understand what you’re doing before you start your draft.

Because the sales letter is such an important marketing piece, it’s worth investing in training that teaches you how to write a sales letter. Don’t assume that writing a sales letter must be easy. Copywriters use tried-and-true techniques to lead into a sales pitch, list benefits, overcome objections and inspire readers to action. If you don’t utilize these techniques in your sales letter, you could be missing out on potential audience members. Training that teaches you how to write sales letters may cost you both financially and in time spent, but it’s an investment well worth the cost.

Hiring a Copywriter to Write Your Sales Letter
If you don’t have the time or inclination to write a sales letter yourself, you might choose to hire a copywriter to write your sales letter. In some ways, this is an extremely beneficial way to approach the sales process. When you hire a copywriter, you’re getting the benefit of that copywriter’s experience writing sales materials. A good copywriter knows the techniques to motivate attendees to register, and can use that knowledge to help make your event a success.

When selecting a copywriter for your sales letter, ask for samples of prior sales letter writing. Additionally, request conversion information. A copywriter who writes a high-conversion sales letter wants to brag about it, while copywriters who can’t provide conversion information may not have written any high-converting sales materials.

How to Turn a Sales Letter Into Other Marketing Materials
A sales letter is just the starting point for your marketing campaign. You can also turn a sales letter into other marketing materials by taking some of the bullet points or takeaway points and creating new materials. You could create postcards, a landing page, brochures, flyers or other sales materials simply by rearranging and nicely formatting your sales letter. The sales letter contains all the information you need for your marketing; all you need to do is convert it to whatever end format you want to present to potential attendees.

Whether you choose to write it yourself or hire a copywriter, I recommend you invest in a good sales letter. Your sales letter is going to be your point of contact with potential attendees, and it can single-handedly create a successful event.

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