I hope you've gained some insight from the last few posts on how to write a sales letter that sells but if you need some more information and a solid foundation to get you going, might I suggest you start off with Ken Evoy's Make Your Words Sell.  There are bigger, more expensive programs out there, but in my view if you use this ebook, you'll have a solid foundation that you can use to upgrade to the more expensive programs later on.

Okay, so back to increasing the sales from one sales letter…

You might want to include brochures and circulars in your mailing with your sales letter and this is fine, providing the materials you're enclosing are of the best quality and are included to reinforce the sale and not just sell them something else.  I know people do this, but your objective is to keep your prospective purchasers focused… on one thing… your product or service. 

Whilst brochures and circulars can reinfoce a sale, my preference is keep everything you have to say in one document.  Why?  Again, it's down to keeping the client focused on the sale.  Also, be aware that if your literature is of poor quality, looks cheap and don't compliment your sales letter, you'll be in danger of damaging your credibility by using them. 

Things like hand-stamping your name/address on your brochures or advertising circulars instead of having them printed, make your company look like a cheap outfit and no matter how small your company might be, the one thing you don't want associated with your brand is tacky!

Whenever possible, and so long as you have really good brochures to send out, have your printer run them through his press and print your name/address - even your telephone number and company logo - on them before you send them out.  The thing is, you want your prospect to think of you as his supplier - the company - and not as just another independent entrepreneur. 

Sure, you can get by with less expense but you'll end up with fewer orders and in the end, less profits.

Another thing that's been banded about and discussed from every direction for years is whether to use a post office box number or your street address.  Personally, I don't like Post Office Boxes in a business address - because it transmits an aura of instability or temporary location.  If your business is run from home, get a mail box from a post box vendor that has a street address.  Then your address looks like, 1234 Willow Lane, #567, Your Town, and the box number could appear to the reader as a Suite number. 

On the other hand, if you live in a remote area where your address is 7890 Main St., RFD 42, Box 123, Your Town, then you have no choice but to include both your post office box number, AND, your street address on your sales letter.  It's also been debated as to whether you should put your street address, telephone number, and email address at the bottom of your website.  Some Guru's even discourage you from doing this now, suggesting you use a help desk.

I'm personally not able to say whether or not this would encourage sales, but if I have a query when I want to buy something, I want to ask somone and I find help desks quite impersonal.  That's my take anyway.  To me it implies dependability if that Internet buyer sees that you're willing to give your address.

This kind of open display of your honesty will give you credibility and dispel the thought of you being just another "fly-by-night" mail order company in the mind of your prospect.

Above all else, you've got to include some sort of ordering page or coupon if you're mailing.  The coupon has to be as simple and as easy as possible for the prospect to fill out and return to you.

The order page on your website should already be filled out, with perhaps just the shipping left to choice.  If your product is an eBook or software to be instantly downloaded, then you don't have any options to be chosen.   A great many sales are lost because this order coupon is just too complicated for prospects to follow.  Don't get fancy!  Remember the KISS acronym…keep it simple, and you'll find your prospects responding with glee.

The next question is whether you should or shouldn't include a self-addressed reply envelope in your mailing?
There are a lot of variables, as well as, pros and cons to this question. Overall, when you send out a "winning" sales letter to a good mailing list, a return reply envelope will increase your response tremendously.

Don't rely on what other people say though, as the late Corey Rudl would say, "never assume anything, test everything!" 

And that my friend, is the best advice I can give you for every area of your business… test, test, test.  What a guru may suggest to you as the best marketing strategy may not work for your target market but the overall conversion will be a clear indication of whether your prospects like something or not.