Sales Writing Course

Available for groups as a self-paced online course, instructor-led virtual or instructor-led onsite training, and for individuals as a self-paced online course.

Download the Outline

See how this course will help your team or you quickly become an advanced sales writer.


Most of the modern sales cycle is written. Your first contact, proposing a solution, LinkedIn messages, follow-ups, etc. It’s all in writing.

Several core documents are the backbone of written sales communication: prospecting emails, a document sent after a findings call that delineates your services, the follow-up email, and a close-the-deal document.

The ability to write these requisite documents well — and an understanding of how to craft any sales document — results in more sales.

This course teaches participants to write more effectively in less time. This means more revenue and more time for sales activity. It also teaches the optimal process for writing any sales document that conveys your value, using clear and compelling language.

Participants receive detailed written feedback on their writing. The course concludes with a live one-on-one coaching session to review a participant’s most important sales document for their role.

Our technical writing course is available if you write technical sales documents.



Online self-paced course available for individuals.


Online self-paced course and instructor-led training can be customized to match your needs. Group discounts apply.

Skills gained in this course:

  • Close more deals and reduce writing time writing by at least 25% with effective writing.

  • Highlight the value of your offer, persuade effectively, and elicit the right action for each step in the sales process.

  • Ensure content conveys information for business decisions within a readily absorbed format.

  • Emote a professional, competent, trustworthy tone.

  • Write in clear, direct sentences with no meaningless sales-speak.

  • Use correct grammar, English vocabulary, and punctuation to create polished and professional technical documents.

Individual written feedback and live coaching for every student

Personal feedback from an expert writing instructor is part of what makes this course unique and effective. To truly improve writing habits and create strong writing skills, both course instruction and feedback on actual writing are needed.

Our feedback includes both subjective and objective feedback, in addition to a personal grammar diagnosis and additional helpful resources.

Objective feedback:

  • Is the document and messaging based fully on the target audience?
  • Does the reader have all the information needed (and none that is not needed)?
  • Is it clear what the potential client should do next? 

Subjective feedback:

  • Is your tone persuasive but trustworthy?
  • Is word choice clear, strong, and persuasive?
  • Can you cut any unnecessary words?
  • Are there any grammar errors?
View the Full Details in the Course Outline

Flexible training to meet your needs.

Online course for individuals or groups

Online, self-paced training allows individuals and teams to train on their own schedule with 24/7 access to the course. This online training method has flexible deadlines for busy professionals and groups across different time zones to all receive the same training.

Online Sales Writing Course Preview

Virtual instructor-led course for groups

Virtual training allows for highly engaging instruction, exercises, and discussion in a professional setting. Learners complete activities in breakout rooms with fellow students, break down sales documents individually, and are encouraged to participate in conversations and ask questions.

Onsite instructor-led course for groups

In-person training is highly interactive, with many individual and shared activities. Groups work together at your location to deconstruct documents, deep dive into individual writing concerns, plan an upcoming sales document, and more.

Schedule a call to find out more about group training options

Certificate of Completion

Participants will earn a personalized digital sales writing certification of completion after finishing this course. This can be displayed on a LinkedIn profile, downloaded to print and hang, or mentioned in a résumé.

What is included in this course?

This sales writing course is split into ten detailed lessons including video, audio, presentations, and online resources.
Getting Started

An Introduction and Self-Assessment

This section outlines the necessary foundation for writing better sales content and the process. Share your specific course goals, and tell us about the sales documents you write.

Lesson 1

6 Steps to Writing Effective Sales Writing

Learn the optimal business writing step process that enables to you write any sales document with skill and efficiency, no matter if you are a professional copywriter or a freelance copywriter.

You will be able to create better structure and help your reader take the desired action with clear purpose and compelling language.

Lesson 2

It’s Not “Ready, Fire, Aim”

Learn to break through blocks, target a prospect well, and write most efficiently.

Lesson 3

Introduction and Prospecting Emails

First impressions matter. Learn how to write a compelling introduction or prospecting email to a potential new client or business owner.

This section outlines the critical sales copywriting skills of how to clarify your value proposition, how to hook a reader's interest, and how to write a conclusion that elicits the response you want.

Lesson 4

Delineating the Offer

The first email sent after a findings call is unique and important. It’s here where you summarize and delineate your offer and benefits, considering your target audience.

It’s also your opportunity to control how your information is shared as the sale progresses.

Learn how to best communicate at this crucial point, and see an effective example of a follow-up email.

Lesson 5

Follow-up Emails that Get Results

Avoid perfunctory statements. Instead, applying tactics to add value to each follow-up opportunity is a sign of a successful copywriter.

Also, you'll learn how to deliver bad news via email and still keep the sale.

Lesson 6

Visual Persuasion to Hook Your Reader

Weave in at-a-glance persuasion hooks to engage your reader and highlight the value of your offer while still meeting their business goals. Rather than using attention-grabbing headlines, we teach you how to write compelling headlines.

Headings and sub-titles can hook your reader and highlight your value. You'll learn to persuade visually in this section of our sales copywriting course.

Lesson 7

Formatting to Emphasize Value

In this lesson, we share the step-by-step of the best techniques that allow a reader to scan your document, quickly absorbing the value of your information.

Additionally, learn how to present graphical information so it's easy to understand at a glance, and persuasive.

Lesson 8

Cutting Bloat from Sales Documents

Clear writing best conveys your value. Clear writing evokes trust and respect. Clear writing makes for compelling content. Clear writing makes the complex easy to understand. Cut bloat and jargon so your sales writing is vibrant, direct, and engaging.

Lesson 9

Style and Tone

Hone your active voice, learn reader-focus techniques, use respectful and inclusive language, and project an empathic tone that assures your readers you care about them.

Present yourself as a knowledgeable and caring professional. And, write with a balanced tone that advances the sale and engenders trust with your reader.

Lesson 10

Grammar Correction and Helpful Writing Tools

Identify your particular grammar and punctuation errors, and learn tactics to avoid these embarrassing mistakes.

We also provide recommended tools that will ensure your writing is correct and professional.

Final Sales Document Review

One-on-One Coaching Call

It’s time to close a deal with strong writing! Putting all you learned in the course together, write an actual work document that you use to close. Techniques, deliverables, next steps are addressed.

The course concludes with a live one-on-one video call with your instructor.

During this session, you will review one of your typical sales documents that you have recently written using the skills taught throughout the course.

The live coaching call acts to solidify the information learned and allows you to ask any lingering questions, so you can apply your new knowledge to all future sales writing, no matter the document.

View the full course outline and list of resources

What will writing look like after this training?

Complex information is conveyed clearly.
Writing time is significantly reduced.
Well-organized, relevant content is included.
Designed and formatted to be easy to read.
Next steps are clearly outlined.
Writer’s block is avoided through planning.
Information is tiered appropriately.
Persuasion is clear and effective.
Competent, clear, and professional.
Grammar errors are identified and corrected.

This course’s expert instructors

Grace Cuddy

Grace has extensive experience in Instructional Solutions' online English courses and also works with individuals and groups from several international companies across Europe as a business writing coach. She is an expert in business writing and loves to help students advance their technical writing careers or new technical writing jobs.

She is bilingual in English and Spanish and has a keen sensitivity to global writing. She has a strong background in corporate communication and management and successfully developed cross-functional writing and communication processes in a large corporate team. She has also helped professional engineers and firms develop professional training programs.

She enjoys yoga, travel, and dance. She splits her time between New York City and Madrid.


Elisabeth O'Quinn

Elisabeth has a unique combination of business and business writing acumen, with an extensive background in effective writing, editing, and content marketing management, like marketing materials and marketing emails.

She has supported a wide range of businesses, writing blog articles, white papers, presentations, and editing business documents. She has supported many of our clients with rave reviews of her writing feedback, helping countless participants with the fundamentals of copywriting.

Elisabeth lives in Georgia with her cat and rescue pup. In addition to writing, she loves traveling with her twin sister, learning German, and creating watercolor prints.


Janet D'Angelo
Janet D'Angelo

Janet is a business writing and marketing professionals instructor, consultant, author, and public speaker with more than 20 years of experience working with individuals, small businesses, and corporations to develop all facets of business communication and aspects of copywriting. She writes and speaks extensively on business writing and marketing writing, and has been a featured speaker at numerous business and education conferences in the U.S. and abroad. Janet taught analytical writing, marketing writing, proposal writing, and general business writing courses at the University of Massachusetts Boston.

Janet holds a B.S. in Education from Salem State College, M.Ed. from the Boston-Bouve College of Human Development Professions at Northeastern University.

She enjoys gardening, yoga, hiking, and exploring the endless beauty of the New England seacoast where she lives on the South Shore of Massachusetts.


Katie Almeida Spencer

Katie is an experienced Business Writing and English as a Second Language instructor, business writing coach, content writer, and teacher trainer. She taught Business Skills and Academic Writing at the University of Massachusetts Boston.

She is very skilled at evaluating both the substance and language of business documents. Her writing critiques, instruction, and coaching have received stellar evaluations from our clients at Chartis Consulting, DuPont, Shell, Southern Middlesex Opportunity Council, and the World Wildlife Fund.

She holds a B.A. in Journalism from the University of Rhode Island and an M.A. in Applied Linguistics from the University of Massachusetts Boston. Her areas of expertise include business writing and technical report writing, proposal writing, English courses, and syntax and non-native writing.


Course feedback and testimonials

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My instructor was so helpful and her detailed comments about my writing exercises helped me see where my writing can have more impact.

Sales Representative
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This course has given me confidence and tools to use moving forward. I feel like a better business writer for sure.

Communications Coordinator
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Feedback from the instructor was very helpful and highlighted some areas of my writing that I need to be more aware of and work on going forward.

Sales Representative
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I feel like I gained a lot of knowledge that will help me with writing more professionally while keeping my tone and personality. The feedback from the instructor was extremely helpful.

Membership Services Coordinator
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The major lesson was to understand that writing, like any other activity, needs tools and training to be performed efficiently.

Project Manager
Oregon Beverage Recycling Cooperative

Become a better sales writer.

Sign up today or schedule a discussion to become a stronger sales writer.



Sign up today and start learning how to become a better sales writer.


We offer customized and flexible online, virtual, and onsite courses, workshops, and classes that match your company’s sales writing needs.