| A sales letter is a document designed to
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| | about every possible benefit your reader
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| generate sales. It is a distinctive type
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| | may derive from your product or service.
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| of persuasive letter. It persuades the
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| | In many cases, people will buy a product
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| reader to place an order, to request
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| | or service based on only one of the
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| additional information, or to lend
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| | benefits you list.Besides the benefit
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| support to the product or service or
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| | stated at the letter's opening, you can
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| cause being offered. For most sectors
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| | bolster interest by adding high-profile
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| other than retail, a sales letter is the
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| | testimonials from associates or former
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| first and most important way of reaching
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| | clients. Testimonials from happy
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| new customers. The purpose in writing a
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| | customers are very useful for this
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| sales message is to sell a product. It
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| | purpose, as are quotes from established
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| influences the reader to take a specific
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| | third parties such as industry leaders or
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| action by making an offer-not an
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| | reputable specialists. Opinions, figures
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| announcement-to him. Sales letter
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| | and independent statistics are also
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| attempts to persuade readers to spend
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| | likely to reinforce your message.
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| their time and money on the value being
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| | Ultimate motivations are what people
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| offered. To sell, the sales letter must
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| | "really" want. The product or service is
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| be specific, go to the right audience,
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| | just a vehicle to providing these
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| appeal to the readers needs, and it must
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| | benefits so make sure your sales letter
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| be informative.Before writing the sales
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| | focuses on these motivational
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| letter you need to plan about the type of
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| | factors.Establish credibilityYou need to
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| sale campaign that you will conduct.
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| | establish credibility and be believable
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| Whether you will send a letter only or
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| | by the second paragraph. You must
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| will you include brochures, reply forms,
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| | anticipate the reader's objections and
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| special inserts, samples, response cards
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| | doubts and offer counter arguments. There
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| etc.? How do you plan to market the
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| | are several ways of overcoming reader's
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| product or service? Through the Internet,
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| | doubts which must be used with good
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| direct mail, email, direct sales, print
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| | judgment and should be related with the
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| advertising, etc.? Do you need other
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| | main appeal of the letter. You can
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| advertising or literature to support the
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| | provide testimonials, money-back
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| sales letter? Who is your competition?
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| | guarantees, trial offers, attractive
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| How are they marketing this product or
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| | warranties or free samples. Using too
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| service? What is your advertising budget?
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| | many points to establish credibility will
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| Are your marketing hopes realistic?
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| | not be effective. To gain credibility for
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| Another important decision is to
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| | you and your request, present just one
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| determine the specific purpose of your
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| | fact, strengthened, if necessary, by an
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| letter. Whether you want your reader to
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| | opinion or fact as a proof.Motivate
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| call for a free video, presentation or
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| | actionIt's important to remember that
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| demonstration? Or you want your reader to
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| | people are motivated to buy based on
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| fill out an order form? For these you
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| | their emotions and justify their purchase
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| need to know and analyze your audience
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| | based on logic only after the sale. This
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| and the purpose for writing. Try to form
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| | means that each step in the sales letter
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| a mental image of the typical buyer for
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| | process must build on the reader's
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| the product you wish to sell. Ask
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| | emotions to a point where they are
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| yourself:- Who is your prospective
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| | motivated to take action. Encourage the
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| buyer?- What motivates a person to buy
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| | reader to act by an easy and clear method
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| this item?- What might the reader want to
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| | of responding. Close with summarizing the
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| know about this product?- What does the
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| | central selling point and clear
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| product or service do for the one who
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| | instructions for an easy action to be
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| needs it?- What can the reader gain from
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| | taken. To motivate, you can offer a gift,
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| buying it?- What is unique selling point
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| | limit the offer, guarantee satisfaction,
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| of the product or service?- Does your
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| | or promise an incentive.End with an
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| offer appeal to the reader?- Can you
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| | action: What result do you want from your
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| transform him from prospect to buyer?A
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| | letter? Are you looking to get a
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| sales letter is one of the important
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| | face-to-face appointment? Are you
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| instruments of sales promotion. The
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| | answering questions raised at a previous
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| principles of effective sales letter
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| | meeting? Do you want to make your
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| depends on your communication skill and
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| | prospect better informed? Do you need to
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| your ability to convince your reader to
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| | get a signed contract? You need to close
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| accept or act on your recommendations.
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| | your letter by requesting a specific,
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| You may be promoting a product, a service
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| | quantifiable action. For example: "I will
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| or an idea; your sales letter should
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| | call you on Thursday, May 18 at 10 a.m.
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| catch the reader's attention, build
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| | to schedule meeting" or "Please return
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| interest, and motivate him to buy the
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| | the enclosed contract by Friday, April
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| product or service offered. A good sales
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| | 21, or call me if you have any other
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| letter should possess the following
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| | questions".WRITING A SALES LETTER:Like
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| qualities:Emphasize good looksDesign your
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| | any other business letter, a sales letter
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| document for visual impact. Make it easy
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| | has three parts - introduction, the body
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| to navigate so your reader reaches for it
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| | of the letter and the concluding
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| first-ahead of the competition's. You can
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| | paragraph. Let us examine in detail how
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| create professional-looking templates for
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| | to draft these three components of a
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| your sales letter that use your company
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| | sales letter. The important thing in a
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| logo, branding and colors.'You'
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| | sales letter is the sequence which is as
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| AttitudeThe most effective word in a
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| | following:Introduction
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| sales letter is "you". Never begin a
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| | Body of the letter
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| letter with "I" because chances are the
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| | ConclusionIntroductionThe introductory
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| reader won't get to the second word. It
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| | paragraph of a sales letter starts with
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| all comes down to selling benefits - your
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| | an opening sentence which has a vital
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| prospects are not interested in the
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| | role to play. In many instances, the
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| features of your products services, but
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| | opening sentence is the only sentence
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| in what how your products or services can
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| | that is read, so it must immediately
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| benefit them. Then it must build a
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| | appeal to reader's interests. There are
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| reader's trust. It should make generous
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| | several ways of writing an opening
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| use of "you" and "your" - so it is clear
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| | sentence in a sales letter, some of them
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| the customer's needs come first, not your
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| | are listed here with the examples:
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| desire to sell something.Use bulletsThe
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| | A provocative question: What would the
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| body of your letter should contain key
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| | leaning tower fall for? The leaning tower
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| points, shown by bullets. Use bullets
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| | of Pisa would only be put to shame by
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| because it makes the letter easy to read.
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| | architectural splendor that outshines its
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| As the writer or seller, you benefit by
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| | own like the new range of luxury bathroom
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| immediately pointing your reader in the
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| | accessories.
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| direction of the important points you
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| | What can you get these days for Rs. 15?
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| want to make.Keep your letter briefIt's
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| | Enjoy the finest that life has to offer
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| rare that someone is going to read
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| | just for Rs. 15 every month!A striking
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| anything past the first page, so keep
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| | information: We are the Number 1! We are
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| your letter to one page. Staying at one
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| | the number 1 in revenue, customer base
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| page will also force you to be to the
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| | and customer satisfaction.A story or an
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| point, since a wordy letter is an
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| | anecdote: Mr. Bala went shopping with his
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| ineffective letter.Use statisticsUsing
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| | saving with our VISA credit card. What
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| statistics shows that you understand the
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| | will you do with yours? Our credit card
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| issues of their business, while
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| | offers 5% bonus savings on all purchases
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| demonstrating that your product or
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| | for first six months.A significant fact:
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| service can solve a problem. It also
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| | Hearing Loss - you may not be aware of...
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| gives your prospect a reason to support
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| | Only about 25% of people who need hearing
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| your product or service within the
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| | aid use them.Most people have a
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| company.Show your prospect's needsYour
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| | vocabulary of 2-3,000 words and even a
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| sales letter is a very brief sales
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| | scholar uses no more then 5-6,000 words
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| proposal, so you need to show that you
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| | in his daily life. But there are around
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| are thinking about your prospect's needs.
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| | 500,000 words in English language and you
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| You might be hesitant to put your best
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| | can use many of them to enrich your
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| ideas in your letter, fearing that your
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| | vocabulary by using our 'Vocabulary
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| prospect will use them but not hire your
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| | Builder'.Split opening: You know English,
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| company. That's a mistake. By putting
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| | but are you quite fluent in it? It may
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| your ideas in your letter, you will make
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| | sound incredible but classrooms can't
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| your prospects feel like they are getting
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| | help you achieve fluency. No, they can't.
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| something already, and that they will
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| | No! Nor can audio video sessions. Nor
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| benefit from your products or services.
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| | translation. But 'Rapid English Fluency'
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| More importantly, you will be
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| | can help you.A conditional sequence: If
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| demonstrating that you are creative and
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| | home is where the most number of
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| have your client's best interests in
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| | accidents take place, think of Woodcoat
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| mind.Use right toneUse the right tone in
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| | Paint as insurance.Special offers: Free
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| your writing. Use active voice. Use the
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| | gifts! Yours for giving the digest as a
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| present tense. Be positive. Avoid
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| | gift this Puja and Diwali - free diary
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| negatives. Keep sentences and paragraphs
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| | for the year 2005 whether you order
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| short.Proof readProof read your letter
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| | several subscriptions or just one will
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| before you send it out. This will help
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| | receive this big, handy year 2005 desk
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| you determine if your letter is clear and
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| | diary free.Wings to give your children's
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| if you're getting your point across.
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| | career a head start! Avail the special
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| Also, misspelled word or other careless
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| | offer of financial assistance for
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| mistake will give bad impression to the
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| | spectrum of educational opportunities in
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| reader.One of the most effective
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| | India and abroad.Body of the letterYou
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| strategies to plan and write effective
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| | may have a lead paragraph in the body of
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| sales letter is to follow the four steps
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| | the letter. This part of the sales letter
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| in your letter which are:- Catch
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| | can be used to expand the promise made in
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| attention
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| | the headline or used to deliver a second
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| - Build interest
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| | major benefit of the product or service.
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| - Establish credibility
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| | A sub-headline can also be used as the
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| - Motivate actionCatch attentionTo be
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| | second part, to answer a question posed
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| effective, a sales letter must catch
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| | in the headline. For example, Part 1
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| reader's attention. Design your document
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| | could say: "Want to learn Kannada in 30
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| for visual impact to catch the reader's
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| | days?" Part 2 could say: "Well, here's
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| attention by using graphics such as
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| | how to . . ."In the body of the sales
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| layout, colour scheme or illustrations.
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| | letter you will begin to offer proof. You
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| You can grab attention with an
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| | expand the theme, fill in details, offer
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| eye-catching headline or an interesting
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| | proof, and show how you plan to fulfill
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| opening. This might be a question or
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| | the promise you made in the headline.
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| statement. The opening should be short,
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| | Here, you give details of your unique
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| honest, relevant, interesting and
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| | selling point. You continue talking about
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| stimulating. Keep it quite general to
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| | the benefits and offer proof of the claim
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| appeal to as many people as possible.
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| | you made early. You share the details of
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| There are many possibilities for opening
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| | the benefits. Prove your claim or
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| your sales letter that could persuade the
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| | statements by facts, logic or testimony.
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| reader to buy. Make a compelling promise
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| | There are several ways of doing so,
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| for the reader, tell a story that the
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| | choose one that suits your products best.
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| reader can identify with, make an
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| | Following are some examples:Trial offers:
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| announcement of a new product or service
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| | Get on the fitness trail! Enjoy our free
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| showcasing your unique selling point or
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| | offer to use our machine in comfort of
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| ask a question.The headline encourages
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| | your house for a week. If you are not
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| your prospects and leads them to your
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| | satisfied we will take it back, no
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| next line. There you start to build their
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| | questions asked.Guarantees: Guarantee of
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| interest and ensure they read the next
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| | satisfactionYou always come first with us
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| sentence and each subsequent one.Build
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| | and your complete satisfaction is our
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| interestBesides a powerful headline, your
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| | prime concern. If you are not delighted
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| sales letter must have an immediate clear
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| | with our product you may return it
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| benefit for the intended audience. To
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| | anytime for 100 % refund.Free samples: To
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| build interest in your sales message you
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| | enable you to see for yourself how
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| should highlight your product's central
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| | convenient it is to handle closet
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| selling point, the single point around
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| | organizers, we are sending you a free
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| which you will build your sales message.
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| | sample.Testimonials: Ritu Sharma,
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| Be upfront and bold about promising a
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| | Bangalore: "How the web changed my world!
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| prize or a tangible reward in exchange
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| | It can change yours too. The Sify
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| for time and attention. Whatever product
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| | internet connectivity provided me the
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| or service you are selling you need to
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| | ability to communicate with people all
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| position it so that its benefits provide
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| | over the planet and gave me access to
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| one or more of the following common
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| | information all around the world."You
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| desires:- To make or save money
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| | need to explain the qualities of your
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| - To be healthy
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| | product and its special features and
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| - To be popular or to maintain a social
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| | convince your reader that your claims are
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| status
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| | true. Remember, by the end of the body,
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| - To have security
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| | the goal is to create an emotional
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| - To have free time or save labour
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| | response that will cause the reader to do
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| - To get entertainment, comfort or
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| | what you are now going to tell him to
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| amusement
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| | do.Closing:In the closing part of your
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| - To take advantage of opportunities
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| | sales letter your goal is to motivate
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| - To be good looking
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| | action. Recapitulate your points and make
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| - To achieve inner peaceShow them how
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| | a final appeal. You may give a limited
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| your product will benefit them in making
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| | time offer, or limited quantity offer or
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| their lives better, safer or easier. How
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| | special bargain etc. Use a Post Script.
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| will it save them time, trouble, worry or
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| | For example, "If you order before March
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| money? Look at their ultimate goal and
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| | 1, we will include a free . . ." Or
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| relate it to that. Why should they buy
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| | "Money back guaranteed . . ." Or
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| from you?
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| | "Discount is good until . . ." If you ask
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| For example, state what makes you an
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| | the reader to order, support, or to
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| expert in your chosen field. How can you
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| | contact you for the specified reason you
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| prove what you are claiming is true? Once
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| | must make it easy for him to reply.
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| you have listed down the key benefits of
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| | Support the sales letter with a post card
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| the service or product and positioned
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| | or an order form. If appropriate, supply
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| yourself as the person to deliver it, the
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| | a toll free telephone number, an Email
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| time is right to deliver your sales
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| | link, and or your URL. Always close with
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| pitch. Persuade your reader to buy based
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| | a thank you and use a signature at the
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| on the grounds of what the product or
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| | end of the letter. Save one of the best
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| service does for him or her (benefit),
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| | points for last.Anubha Singh is Professor
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| not what the product or service is
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| | of English Language and Communication at
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| (feature)!A benefit is what the product
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| | Alliance Business Academy, Bangalore,
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| or service does, and what the buyer gains
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| | India. Her main research interests
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| from the feature. A benefit is the
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| | include a variety of linguistic theories
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| specific outcome of the feature. A
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| | in the areas of language variation and
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| feature is something the product or
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| | change, phonetics, sociolinguistics, as
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| service already has. Benefits are what
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| | well as applications areas in corporate
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| motivate people to buy. Bullet point each
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| | communication, marketing communication
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| benefit to make it easier to read. Think
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| | and human resources.
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