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Business Communicat Ion

This document provides guidance on writing effective sales letters. It discusses the different types of sales letters, how to get the reader's attention, maintain their interest, and stimulate them to take action. The key aspects covered include knowing your buyer, having a central selling point, using benefits and features to engage the reader, and providing easy ways for the reader to order such as a reply card. The goal is to craft a letter that grabs attention, satisfies interest, and arouses the desire to purchase.

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waqas ahmadd
Copyright
© Attribution Non-Commercial (BY-NC)
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Download as PPT, PDF, TXT or read online on Scribd
29 views

Business Communicat Ion

This document provides guidance on writing effective sales letters. It discusses the different types of sales letters, how to get the reader's attention, maintain their interest, and stimulate them to take action. The key aspects covered include knowing your buyer, having a central selling point, using benefits and features to engage the reader, and providing easy ways for the reader to order such as a reply card. The goal is to craft a letter that grabs attention, satisfies interest, and arouses the desire to purchase.

Uploaded by

waqas ahmadd
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 17

1

Business
Communicat
ion
Sales Letters 2
There are two kinds of sales letters:
(i) Solicited letter
(ii) Unsolicited letter
Sales Letters 3
• Know your Buyer
• Prepare a List of Buyers
• Analyze the Product
• Decide on the Central Selling Point
• Appearance, durability, comfort,
convenience and price.
5.Make a Plan for the Letter
Sales Letters 4
Buyer usually spend their money for these
reasons:
 
• For comfort (air conditioners)
• To make money (stock)
• The escape physical pain (corn and callous
remedy)
• To save money (storm windows)
• To imitate others (sunglasses)
Sales Letters 5

Organizational Plan Responding to


Solicited Letters
1.Opening paragraph use the good-news approach.
a. Answer the inquirer’s questions favorably.
b. Indicate that the requested material will be sent.
2.Body
a. Answer additional questions.
b. Provide educational, resale, or sales promotion
information.
c. Be truthful about negative information.
d. Arrange your answers so your positive responses
are at the beginning and the end; embed (put in
the middle) your weaker or negative comments.
3.Action ending
a. Make the action easy.
Sales Letters 6

Writing Unsolicited Sales Letters


Be persuaded through these letters to
buy your product or service.
Sales Letters 7
Attention
1. Design a positive opening that awakens a
favorable association with the product, need, or
cause.
2. Write the opening so that it’s appropriate, fresh,
honest, interesting, specific, and relevant.
3. Promise a benefit to the reader
4. Keep the first paragraph short, preferably two to
five lines, and sometimes only one.
5. For sales, letters, get attention with a
provocative question, a significant/startling
fact.
Sales Letters 8

Getting Attention
• A piece of genuine news. “In the past 60 days,
the commercial electricity billings have shrunk
by 12 percent.”
Sales Letters 9

• A sample of the product. “Here’s your free


sample of the new medicated tooth brush.”
• A specific trait shared by the audience. Busy
executives need another ‘timesaving’ device”
• A challenge. “Don’t waste another day
wondering how you’re going to become the
success you’ve always wanted to be!”
• A solution to a problem. “Tired of chilly air
rushing through the cracks around your
windows? Stay warm and save energy with
Storm Seal Weather stripping.”
Sales Letter 10

Interest
Interest
1. State information clearly, vividly and
persuasively, relating it to the reader’s concerns.
2. Develop the central selling point.
3. Feature the product in two ways: physical
description and reader benefits.
4. Place benefits first, or interweave them with a
physical description.
5. Describe objective details of the need or product
(size, shape, color, scent, sound texture, etc.)
6. Use psychological appeals to present the
sensation, satisfaction, or pleasure readers will
gain.
7. Blend cold facts with warm feelings.
Arousing Your Desire 11
Desire
• Enlist one or more appeals to support the central
idea.
• If the product is valued mainly because of its
appearance, describe its physical details.
3. If the product is machinery or technical
equipment, describe its sturdy construction, fine
crafting, and other technical details in terms that
help readers visualize themselves using it.
4. Include technical sketches and meaningful
pictures, charts, and graphs, if necessary.
5. For sales letters, provide test results from
recognized experts, laboratories or authoritative
agencies.
Stimulate the Reader to 12
Action Action
1. Clearly state the action you desire.
2. Provide specific details on how to order the
product.
3. Ease action with reply cards, preaddressed
envelopes, phone numbers, follow-up phone calls.
4. Offer a special inducement to act now: time limit
or situation urgency, special price for a limited
time, premium for acting before a certain date,
gift for acting, free trial, no obligation to buy with
more information or demonstration, easy
payments with no money down, credit-card
payments.
An Offer of a Free Gift 13

Our gift is already enclosed: a suncatcher to attach


to your window. Send your order in and we’ll send
you another one Free.
Please place your order by filling in the enclosed
postpaid card and save 25% off the market price
before September 30.
Here are some other ways to motivate the reader to
action:
• Free trial of the product.
• No obligation to buy.
• Higher earnings.
• Special price for a limited time.
• Join with others who already are satisfied.
• No salesperson will call.
An Offer of a Free Gift 14

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An Offer of a Free Gift 15

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Model Letters 16

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Model Letters 17
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