Write clear and compelling sales documents effectively, closing more deals in less time.

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

View the full course outline to see exactly how we structure our classes to 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 these requisite sales documents more effectively and 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.

This is not a sales training course. You know how to sell. This course will enable you to sell better by writing better. 

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.



Online self-paced course available for individuals. Sign up today to improve your sales writing.


Online self-paced courses and instructor-led virtual and onsite training can all be customized to match your needs. Group discounts apply.

Participants in our Sales Writing Course will be able to:

  • Craft documents at each important juncture in the sales process that advances the sale.

  • Understand sales writing techniques that engage a reader, highlight the value of your offer, persuade effectively, and elicit the right action for each step in the sales process.

  • Match appropriate information to reader needs.

  • Generate ideas that present your value effectively, saving time and reducing frustration.

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

  • Emote a professional, competent, trustworthy tone.

This course is not for you if you're looking for a sales training course. You or your team know how to sell. We will teach you how to do so more effectively through better writing.

If you write proposals as a part of your team's sales process, our Proposal Writing Course is another great training option.


Course Certificate

After completing the course, you will earn a personalized certificate. You can display your certificate in the certification section of your LinkedIn profile, download it to print, or mention it in your résumé.

Individual written feedback and live coaching for every student

During the self-paced course, you will apply what you are learning in a series of writing exercises. These tasks are designed to reinforce that section of the course. After submitting these sales writing exercises, you will receive detailed written feedback from your instructor. 

The online course concludes with a virtual one-to-one coaching session to review one of the typical sales documents you've recently written at work and identify any additional writing improvements.

Objective feedback:

  • Does the document have a clear purpose and business objective?
  • Is the document based fully on the reader's perspective?
  • Does the reader have all the content needed (and none that is not needed) to achieve the business objective of the document? 

Subjective feedback:

  • Is your tone too blunt or too timid?
  • Are your word choices clear, strong, and persuasive?
  • Can you cut any unnecessary words?
  • Are there any grammar errors?

Instructor-led onsite interaction

Onsite training, shown on the left, is highly interactive, with many individual, peer, and group activities where participants will receive feedback.

Groups work together to deconstruct sales documents, break down individual writing concerns, plan an upcoming document, and more.

After onsite training concludes, participants can submit a recent sales document to receive even more personalized feedback from their instructor.

Instructor-led virtual interaction

Virtual training also allows for highly engaging instruction, exercises, and discussion.

Learners complete activities in breakout rooms, break down sales documents individually, and are encouraged to participate in lively conversations and ask questions.

After virtual training concludes, participants can submit a recent sales document to receive even more individual feedback from their instructor on their actual writing.

Learn more about our instructor-led training.

Our clients' feedback

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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
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In this comprehensive sales writing course you will learn:

  • The optimal process to write any sales document well.
  • Write in clear, direct sentences with no meaningless sales-speak.
  • Match appropriate information to reader needs.
  • Eliminate bloat and jargon.
  • Emote a professional, competent, trustworthy tone.
  • Use correct grammar and punctuation.


What is included in this course?

This sales writing course is split into several detailed sections.

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 process that enables to you write any sales document with skill and efficiency. 

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 and effective introduction or prospecting email to a potential new client.

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.

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, apply tactics to add value to each follow-up opportunity.

Also, learn how to deliver bad news 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.

Headings and sub-titles can hook your reader and highlight your value. Learn to persuade visually. 

Lesson 7

Formatting to Emphasize Value

In this lesson, we share 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 the complex easy to understand.

In this lesson, learn techniques to cut bloat and jargon so your sales writing is vibrant, direct, and engaging.

Lesson 9

Style and Tone

Hone 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

Key skills you will learn in this course:

  • Ability to craft well-written documents at each important juncture in the sales process.
  • Identify and correct your individual grammar errors.
  • Significantly reduce time spent writing sales documents.
  • Include well-organized, relevant content that is sequenced to help busy readers.
  • Organize and format text for easy reader scan and improve persuasion.
  • Use clear, direct sentences with no meaningless sales-speak.
  • Generate ideas that present your value effectively.
  • Write to elicit the right action for each step in the sales process.
  • Use recommended tools to improve tone, grammar, and readability.
  • Project competency and professionalism in all types of documents.

Includes individual feedback on your writing

This course includes award-winning instructor coaching and feedback and ongoing support.

Sales Writing Course Instructors

Elisabeth O'Quinn

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

She has supported a variety of businesses, writing blog articles, reports, presentations, and editing business documents. She has supported many of our clients with rave reviews of her writing feedback.

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 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. 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.

Kara Latz headshot
Kara Latz

As a multilingual American, Kara has a unique perspective of the English language. She is an instructor and specializes in business writing, technical content, and generalized marketing.

Four years ago, backed by an Emory B.A. degree, Mercer University MBA, and a 20-year career in corporate America, Kara endeavored to engage in her true passion to help companies and people bolster their company and personal brand image through writing.

Kara resides at Lake Oconee, GA with her husband, three children, and two dogs. She is an active volunteer with the local Boys and Girls Club and high school Career Coaching.

Grace Cuddy

Grace supports Instructional Solutions' online courses and also works with individuals and groups from several multinational companies across Europe as a business writing coach.

She is bilingual in English and Spanish and has traveled extensively, providing 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 is also a successful blogger and has received rave reviews from her writing critiques and coaching for our work with DuPont, Liberty Mutual, and many other groups. 

She is bilingual in English and Spanish. She enjoys yoga, travel, and dance. She splits her time between New York City and Madrid.

Become a better sales writer.

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



Sign up today and become a better sales writer in all documents written throughout the sales process.


We offer customized online, virtual, and onsite courses, workshops, and trainings that match your organization's needs.