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