Effective Sales Letter That Really Sells

By March 25, 2013Marketing

A couple of months ago, I saw a news article on a job application cover letter that went viral. Whether it was intentional or not, I can’t tell. This kid nailed writing copy for a sales letter that most businesses and marketing managers should take note. (Click the picture to connect to the original article.)


internship coverletter


So here is why this letter was so effective:

1) He immediately makes a personal connection. The chances are pretty good the hiring manager does not clearly remember the young man he met on the tour two years ago, but the guy does remind him that he was sent the letter specifically and it did not go to just anyone.

2) Creates a personal, conversational tone. This is a breath of fresh air from the stuffy, professional tone of most cover letters. He automatically separates himself from other applicants.

3) Addresses concerns and doubts that the customer (Hiring Manager) may have about his product (being an intern)

4) Explains the direct benefits to his particular brand. Forget learning from the manager, this kid is eager to “fetch coffee, shin[e] shoes, pick up laundry, and will work for next to nothing.”

5) Again separates himself from the competition by acknowledging their “crapp about how [their] past experiences and skill set allign perfectly.” He follows directly up with why he is qualified. 

6) His call to action is simple. He has a lot going on this fall, but for this summer he can be your lackey. Call or email for more information.


If you don’t have a sales letter, I would suggest you copy his format, add your own details and send it off to a list of your ideal prospects. I bet you would get a healthy response.


Do you think you can write a cover letter like this for your business?


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