Sales Letter: Structure & Advantages PDF

SALES LETTER In any study of business letters, the starting point for reference is the sales letter because generally speaking, all business letters are sales letters written to sell something, be it product, policy, idea, service, information, and others. 2 SA...

SALES LETTER In any study of business letters, the starting point for reference is the sales letter because generally speaking, all business letters are sales letters written to sell something, be it product, policy, idea, service, information, and others. 2 SALES LETTER is a document designed to generate sales. It convinces the reader to place an order; to request additional information; or to lend support to the product or service or cause being offered. It influences the reader to take a specific action by making an offer – not an announcement – to him/her. 3 SALES LETTER aims to sell by mail. it also aims to educate a prospect, entice the prospect to visit the store or make the first step for the coming of the sales agent in the house of the customer. 4 ADVANTAGES OF SALES 1. They areLETTER less costly. 2. They are convenient. 3. They are effective. 4. They are addressed to the specific audience or target market. 5. They can be very comprehensive. They can fully explain things regarding a product. 5 LENGTH OF SALES LETTERS​  as long as it arouses interest, lays out the whole offer, addresses possible objections and asks the reader to take action, a letter can have more than a page, sometimes four 6 PARTS OF A SALES LETTER  1. ​HEADLINES found on the line before the salutation usually 3-30 words long, it should attract immediately the attention of the reader To attract attention, the headline may be centered or be put inside a colored textbox. The font style may also be changed. Use “power words” like “You,” “Finally,” “At last,” “Proven,” “Imagine,” “Cheap,” “Enjoy,” “Now,” “Learn,” and others. Examples: Finally, here is a medicine that will surely cure your diabetes! Free cap for every purchase of water dispenser! Enjoy the beauty of life by capturing it with digital camera! 8 9  2. FIRST PARAGRAPH: ATTRACTING THE A TTENTION OF THE our main attention here is to catch the PROSPECT attention of the reader to read your letter You can also employ here unusual formats which are still acceptable in business writing. Use emphasis, too, by underlining, capitalizing, italicizing, or punctuating. 10  2. FIRST PARAGRAPH: ATTRACTING THE A Your TTENTION first paragraph may OF following: THE start with any of the PROSPECT 1. Irresistible offer 2. Famous name 3. Question 4. Slogan, a quotation or a maxim 5. News item 6. Statement of significant facts; its uses or value to the prospect 7. Striking parallel statements 8. Appropriate anecdote 9. Split opening 10. Solution to a problem 11  2. FIRST PARAGRAPH: ATTRACTING THE ATTENTION OF THE Examples: IfPROSPECT you think fanning pollution away from our face is enough to protect you from its harmful effects, think again…(Conzace Antioxidant) Skin Problems? All of us have heard enough promises. Today, there is a clear solution at … (New Glow Facial Center and Skin Clinic 12 3. SECOND PARAGRAPH: CREATING INTEREST AND DESIRE Since buyers are human beings with heart, mind and soul, you may attack their emotional, rational or ethical dimensions. Exploit all their senses and intellect or reason. If you want your readers to be moved by your letter, attack their energy associated with the basic feelings of fear, enjoyment, anger, surprise, or disgust. 13 3. SECOND PARAGRAPH: CREATING INTEREST AND DESIRE On the other hand, if you want your readers to really believe you, establish your credibility and honesty. For sure, they will be moved by what is being said and by who is saying it. 14 3. SECOND PARAGRAPH: CREATING INTEREST AND DESIRE Examples: A librarian wants to convince he administration to purchase new books. She could use: Rational Appeal “New books will enhance the knowledge of our students. When we produce quality graduates, many will be enticed to enroll here.” Emotional Appeal “If we would not buy books, our accreditation might be deferred. Ethical Appeal “It’s only fair that we buy new books this year. The last time we bought books was three years ago. Other schools have purchased new books now.” 15 3. SECOND PARAGRAPH: CREATING INTEREST AND Dother In ESIRE cases, you can also arouse interest of the readers by enclosing catalogs, brochures, pamplets, postcards or any printed materials in your letter or by having the following descriptions: 16 4. THIRD PARAGRAPH: CONVINCING THE READER After attracting the attention and arousing the interest of the prospective buyers, you have to convince them that your products are worth buying for using pieces of evidence. 17 4. THIRD PARAGRAPH: CONVINCING THE READER These are: 1. Facts and figures concerning the product 2. Free trials 3. Testimonials 4. References 5. Samples 6. Guarantees 7. Test 8. Statement of savings and economic 18 5. FOURTH PARAGRAPH: DIRECTING FAVORABLE A CTION This is the most important of all steps; hence, you have to be very definite and strongly tempting. You can do this by following any of these: 1. Offering special terms and inducements Reduction in price Installment mode of payment Free trial Offering free gifts Emphasis of a limited supply Setting a deadline for the action 19 5. FOURTH PARAGRAPH: DIRECTING FAVORABLE A CTION the action desired 2. Specifying What specific action do you want your reader to do? To call office? To fill up a form? To see a demonstration? To initiate the visit of a salesperson? Be specific with the action. Do not give alternatives to your reader. Just have one action – one easy action. Example: 20 5. FOURTH PARAGRAPH: DIRECTING FAVORABLE AProviding 3. CTIONfacilitating devices such as e- mail links, reply forms and postage Necessary facilitating devices such as order blanks, order cards, and postcards or envelops already addressed and requiring no postage can move the reader to act immediately. They assure the reader that what you are asking is simple and requires little time and effort. 21 6. P.S. PART The postscript of the sales letter, according to Yudkin (1999), is the second most read element in the letter after the headline. As such, it should mobilize the reader to act immediately. Provide an incentive for acting fast, or toss in an additional bonus. 22 7. THE QUESTION PRICE You can lessen the impact of price by showing it in small units, comparing it with the prices of the competitors, offering discounts or by associating the price with reader’s benefits 23