Anatomy of a Crappy Sales LetterWhat’s the purpose of a sales letter? To SELL to a BUYER.

This seller kindly sent a letter to encourage me to buy a home worth hundreds of thousands of dollars.Here are just a few reasons why this letter is crap,

and why no one will buy a home based on this letter, and why they’re wasting their time putting out this kind of marketing garbage. By the way, this is a good company, and they build great homes - but you don’t EVER want to write a sales letter like this.

Wait - is this about me THE BUYER or not?

And why are you wasting my time

about a dead guy I don’t know and don’t care

about?

Shameless usage of a shared tragedy to cast

company in friendly light; “Lame” comes to mind.

You’re building hospital wings 2,000+ miles away from my neighborhood and not supporting my

local economy??

Note to this company: How would you like it if I sent a letter to you about how fabulous I am, without talking about your needs as a client and customer? Instead, this is all about how you funneled profits out of state, while shamelessly trading on a more than 10 year old national tragedy. It lacks value, an offer, and has zero call-to-action.

It tells me a sales guy pumped out a stack of stale pre-written letters and used up stamps and ink be-cause he has no other marketing tools to work with, and he doesn’t have a clue about how to commu-nicate effectively.

Passive voice! No No No.

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Wait, let me get out my party horn. Yay you.