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AtricleZine - Writing Effective Sales Messages
Buy a filing cabinet. A big one. That's my advice for aspiring direct mail copywriters, creative directors at direct mail agencies, and marketing managers who want to improve their direct mail results as quickly as possible.The quickest way to master the craft of direct mail copywriting and design is to learn from others. So you'll need a cabinet with two drawers, minimum.Across the label on the top drawer, write: SAMPLES. Across the label on the bottom drawer, write: RESEARCH.Now you're set.From this day forward, keep every piece of direct mail you receive that's relevant to what you sell, how you sell or to whom you sell. Keep postcards, self-mailers, letters, entire packages, dimensional mailers. Keep them all.Now create some hanging files in the top drawer, and file the direct mail you receive, using a system that makes sense to you. You could file by type of mailer (see above). You could file by industry (financial services, insurance, telecommunications). You could file by component (envelopes, letters, reply devices, coupons, vouchers, premiums).Now, whenever you're hunting for a creative way to tweak your envelope teaser, craft a compelling offer or get the most out of the limited real estate on a self-mailer, turn to your sample drawer and look for ideas.Now boot up your web browser and visit the websites of all the trade publications that deal with direct marketing, direct mail and your industry or niche. Subscribe to their print trade publications and their email newsletters. You'll find a list of these trade publications listed at www.sharpecopy.com/links.htmlNow create some hanging files in your bottom drawer and label them using a system that makes sense to you. Into these files place every article that deals with direct mail marketing, so use a system that's logical and easy to remember. Save time by creating a new folder only when you have an article to put
The headline encourages your prospects and leads them to your next line. There you start to build their interest and ensure they read the next sentence and each subsequent one.
Build interest
Besides a powerful headline, your sales letter must have an immediate clear benefit for the intended audience. To build interest in your sales message you should highlight your product’s central selling point, the single point around which you will build your sales message. Be upfront and bold about promising a prize or a tangible reward in exchange for time and attention. Whatever product or service you are selling you need to position it so that its benefits provide one or more of the following common desires:
- To make or save money
- To be healthy
- To be popular or to maintain a social status
- To have security
- To have free time or save labour
- To get entertainment, comfort or amusement
- To take advantage of opportunities
- To be good looking
- To achieve inner peace
Show them how your product will benefit them in making their lives better, safer or easier. How will it save them time, trouble, worry or money? Look at their ultimate goal and relate it to that. Why should they buy from you? For example, state what makes you an ex
There are many parasites of the Business World and they range from Lawyers to Professors to the Bureaucratic Scum of over-regulation. If we could eliminate many of these folks via some new type of high-heat, high-energy Laser Weapon then the business community would be a better place you see?Some of the Business Professors are so arrogant and assign their students projects in different industries and those student bother businesses for information to do meaningless, crappy and BS papers. Oh the kids think they are all brilliant and a bunch of smarty pants, but they give themselves away by asking the dumbest questions in the World.The only thing worse than academia is the BS regulators wasting the time of business owners pretending to be industry professionals and buyers, they should all be deported with the illegal aliens to Zimbabwe as farmers, screw em. It is amazing their BS entrapment techniques, playing games and they have never done anything in their lives, never made a payroll or created a single job. Scum of the Earth really, except for lawyers, although sometimes they are both. Death is not an option, but put them to work in Africa as farmers so they can produce something. Make em' work. HA.If you are a student then well, good luck on your class project, and re-read this several times, it is probably worth more than your entire MBA class. If you are the Professor assigning such crap, get a life and stop wasting businesses time. If you are regulator go shoot yourself and help humanity. If you are a Lawyer, well you have already been told where to go. Consider all this in 2006.
Before writing the sales letter you need to plan about the type of sale campaign that you will conduct. Whether you will send a letter only or will you include brochures, reply forms, special inserts, samples, response cards etc.? How do you plan to market the product or service? Through the Internet, direct mail, email, direct sales, print advertising, etc.? Do you need other advertising or literature to support the sales letter? Who is your competition? How are they marketing this product or service? What is your advertising budget? Are your marketing hopes realistic? Another important decision is to determine the specific purpose of your letter. Whether you want your reader to call for a free video, presentation or demonstration? Or you want your reader to fill out an order form? For these you need to know and analyze your audience and the purpose for writing. Try to form a mental image of the typical buyer for the product you wish to sell. Ask yourself:
• Who is your prospective buyer?
• What motivates a person to buy this item?
• What might the reader want to know about this product?
• What does the product or service do for the one who needs it?
• What can the reader gain from buying it?
• What is unique selling point of the product or service?
• Does your offer appeal to the reader?
• Can you transform him from prospect to buyer?
A sales letter is one of the important instruments of sales promotion. The principles of effective sales letter depends on your communication skill and your ability to convince your reader to accept or act on your recommendations. You may be promoting a product, a service or an idea; your sales letter should catch the reader’s attention, build interest, and motivate him to buy the product or service offered. A good sales letter should possess the following qualities:
Emphasize good looks
Design your document for visual impact. Make it easy to navigate so your reader reaches for it first-ahead of the competition's. You can create professional-looking templates for your sales letter that use your company logo, branding and colors.
‘You’ Attitude
The most effective word in a sales letter is "you". Never begin a letter with "I" because chances are the reader won't get to the second word. It all comes down to selling benefits - your prospects are not interested in the features of your products services, but in what how your products or services can benefit them. Then it must build a reader's trust. It should make generous use of "you" and "your" - so it is clear the customer's needs come first, not your desire to sell something.
Use bullets
The body of your letter should contain key points, shown by bullets. Use bullets because it makes the letter easy to read. As the writer or seller, you benefit by immediately pointing your reader in the direction of the important points you want to make.
Keep your letter brief
It's rare that someone is going to read anything past the first page, so keep your letter to one page. Staying at one page will also force you to be to the point, since a wordy letter is an ineffective letter.
Use statistics
Using statistics shows that you understand the issues of their business, while demonstrating that your product or service can solve a problem. It also gives your prospect a reason to support your product or service within the company.
Show your prospect's needs
Your sales letter is a very brief sales proposal, so you need to show that you are thinking about your prospect's needs. You might be hesitant to put your best ideas in your letter, fearing that your prospect will use them but not hire your company. That's a mistake. By putting your ideas in your letter, you will make your prospects feel like they are getting something already, and that they will benefit from your products or services. More importantly, you will be demonstrating that you are creative and have your client's best interests in mind.
Use right tone
Use the right tone in your writing. Use active voice. Use the present tense. Be positive. Avoid negatives. Keep sentences and paragraphs short.
Proof read
Proof read your letter before you send it out. This will help you determine if your letter is clear and if you're getting your point across. Also, misspelled word or other careless mistake will give bad impression to the reader.
One of the most effective strategies to plan and write effective sales letter is to follow the four steps in your letter which are:
• Catch attention
• Build interest
• Establish credibility
• Motivate action
Catch attention
To be effective, a sales letter must catch reader’s attention. Design your document for visual impact to catch the reader’s attention by using graphics such as layout, colour scheme or illustrations. You can grab attention with an eye-catching headline or an interesting opening. This might be a question or statement. The opening should be short, honest, relevant, interesting and stimulating. Keep it quite general to appeal to as many people as possible. There are many possibilities for opening your sales letter that could persuade the reader to buy. Make a compelling promise for the reader, tell a story that the reader can identify with, make an announcement of a new product or service showcasing your unique selling point or ask a question.
The headline encourages your prospects and leads them to your next line. There you start to build their interest and ensure they read the next sentence and each subsequent one.
Build interest
Besides a powerful headline, your sales letter must have an immediate clear benefit for the intended audience. To build interest in your sales message you should highlight your product’s central selling point, the single point around which you will build your sales message. Be upfront and bold about promising a prize or a tangible reward in exchange for time and attention. Whatever product or service you are selling you need to position it so that its benefits provide one or more of the following common desires:
- To make or save money
- To be healthy
- To be popular or to maintain a social status
- To have security
- To have free time or save labour
- To get entertainment, comfort or amusement
- To take advantage of opportunities
- To be good looking
- To achieve inner peace
Show them how your product will benefit them in making their lives better, safer or easier. How will it save them time, trouble, worry or money? Look at their ultimate goal and relate it to that. Why should they buy from you? For example, state what makes you an ex
Let’s start by talking about strategic focus. Leadership models and new business models are key ingredients to success in the 21st century. The successful 21st century business model is built around servant style leadership with a focus on strategic thinking by harnessing the creativity and innovation of the employees. The vehicle to accomplish this is the strategic planning process Strategy serves as the organization compass and roadmap to future success. Strategic thinking must be clear and communicated effectively throughout the organization. It is not something you can leverage with technology. It isn’t something you will find in the latest business manual. It is embedded in the minds of your management team and most of your employees. It is your employees who are on the front line and know what is really going on with your customers and your markets. It requires effective leadership to release the power of the employees in building a strategic roadmap to the future.Defining objectives and developing initiatives and action plans to meet those objectives is the basis of strategic planning. However, it all starts with an end game, a “Vision for the Future.”Strategic planning is a management tool. It is used to help an organization clarify its future direction – to focus its energy, and to help members of the organization work toward the same goals. The planning process adjusts the organization’s direction in response to a changing environment. Strategic planning is a disciplined effort to support fundamental decisions and actions that shape and guide what an organization is, what it does and why it does it, with a focus on where it wants to go and how it is going to get there.Fundamental decisions, actions and choices must be made in order to develop a plan that provides a Roadmap on “How to get there from Here.”.” The plan is ultimately no more, and no less, than a set of decisions about what to do, why to do it, and when and how to do it.The scope of the strategy dev
• Who is your prospective buyer?
• What motivates a person to buy this item?
• What might the reader want to know about this product?
• What does the product or service do for the one who needs it?
• What can the reader gain from buying it?
• What is unique selling point of the product or service?
• Does your offer appeal to the reader?
• Can you transform him from prospect to buyer?
A sales letter is one of the important instruments of sales promotion. The principles of effective sales letter depends on your communication skill and your ability to convince your reader to accept or act on your recommendations. You may be promoting a product, a service or an idea; your sales letter should catch the reader’s attention, build interest, and motivate him to buy the product or service offered. A good sales letter should possess the following qualities:
Emphasize good looks
Design your document for visual impact. Make it easy to navigate so your reader reaches for it first-ahead of the competition's. You can create professional-looking templates for your sales letter that use your company logo, branding and colors.
‘You’ Attitude
The most effective word in a sales letter is "you". Never begin a letter with "I" because chances are the reader won't get to the second word. It all comes down to selling benefits - your prospects are not interested in the features of your products services, but in what how your products or services can benefit them. Then it must build a reader's trust. It should make generous use of "you" and "your" - so it is clear the customer's needs come first, not your desire to sell something.
Use bullets
The body of your letter should contain key points, shown by bullets. Use bullets because it makes the letter easy to read. As the writer or seller, you benefit by immediately pointing your reader in the direction of the important points you want to make.
Keep your letter brief
It's rare that someone is going to read anything past the first page, so keep your letter to one page. Staying at one page will also force you to be to the point, since a wordy letter is an ineffective letter.
Use statistics
Using statistics shows that you understand the issues of their business, while demonstrating that your product or service can solve a problem. It also gives your prospect a reason to support your product or service within the company.
Show your prospect's needs
Your sales letter is a very brief sales proposal, so you need to show that you are thinking about your prospect's needs. You might be hesitant to put your best ideas in your letter, fearing that your prospect will use them but not hire your company. That's a mistake. By putting your ideas in your letter, you will make your prospects feel like they are getting something already, and that they will benefit from your products or services. More importantly, you will be demonstrating that you are creative and have your client's best interests in mind.
Use right tone
Use the right tone in your writing. Use active voice. Use the present tense. Be positive. Avoid negatives. Keep sentences and paragraphs short.
Proof read
Proof read your letter before you send it out. This will help you determine if your letter is clear and if you're getting your point across. Also, misspelled word or other careless mistake will give bad impression to the reader.
One of the most effective strategies to plan and write effective sales letter is to follow the four steps in your letter which are:
• Catch attention
• Build interest
• Establish credibility
• Motivate action
Catch attention
To be effective, a sales letter must catch reader’s attention. Design your document for visual impact to catch the reader’s attention by using graphics such as layout, colour scheme or illustrations. You can grab attention with an eye-catching headline or an interesting opening. This might be a question or statement. The opening should be short, honest, relevant, interesting and stimulating. Keep it quite general to appeal to as many people as possible. There are many possibilities for opening your sales letter that could persuade the reader to buy. Make a compelling promise for the reader, tell a story that the reader can identify with, make an announcement of a new product or service showcasing your unique selling point or ask a question.
The headline encourages your prospects and leads them to your next line. There you start to build their interest and ensure they read the next sentence and each subsequent one.
Build interest
Besides a powerful headline, your sales letter must have an immediate clear benefit for the intended audience. To build interest in your sales message you should highlight your product’s central selling point, the single point around which you will build your sales message. Be upfront and bold about promising a prize or a tangible reward in exchange for time and attention. Whatever product or service you are selling you need to position it so that its benefits provide one or more of the following common desires:
- To make or save money
- To be healthy
- To be popular or to maintain a social status
- To have security
- To have free time or save labour
- To get entertainment, comfort or amusement
- To take advantage of opportunities
- To be good looking
- To achieve inner peace
Show them how your product will benefit them in making their lives better, safer or easier. How will it save them time, trouble, worry or money? Look at their ultimate goal and relate it to that. Why should they buy from you? For example, state what makes you an ex
Having been in business a number of years, I’m amazed at the number of people who don’t have the slightest idea of what customer service is. Customer service is not a way of doing things – it’s an attitude.I always love it when company’s send their people to seminars to learn about customer service. All the seminars will discuss the customer’s needs and expectations and the orator will package these ideas as new and cutting edge when in fact these very ideas were in practice over 30 years ago!Somewhere along the line, we forgot the customer in favor of the bottom line. Some of this may also be attributed to different mind sets over time and how people tend to treat one another.Let me wax poetic here a moment. When was the last time you could go to a gas station and have an attendant in a white shirt and tie wait on you, check your oil, clean your windows, and fill your tires just as a way of saying thanks for your patronage?More than likely the station you went to had an attendant who’s appearance was disheveled, wearing more jewelry than you own, and here you are passing money through a bullet-proof panel!It is said that Doctor’s make the worst patients, well my friend I’m here to tell you that Customer Service people make the worst consumers! With all the customer service people I’ve known over the years from both sides of the fence there’s a real lack of wanting to “champion” the cause of the customer. Few people posses that trait and those that do don’t last long as they’re viewed as oddities and pushed out in favor of the group consensus.On the other hand, I have also met customers who no matter what approach you used they were bound and determined to make your life miserable. These people make the “fight” personal and will never be satisfied regardless of what you do.Delivering great customer service is easy! We just need to get back to the basics that were laid down decades before – what we’ll call the tried and true methods.How do
Use bullets
The body of your letter should contain key points, shown by bullets. Use bullets because it makes the letter easy to read. As the writer or seller, you benefit by immediately pointing your reader in the direction of the important points you want to make.
Keep your letter brief
It's rare that someone is going to read anything past the first page, so keep your letter to one page. Staying at one page will also force you to be to the point, since a wordy letter is an ineffective letter.
Use statistics
Using statistics shows that you understand the issues of their business, while demonstrating that your product or service can solve a problem. It also gives your prospect a reason to support your product or service within the company.
Show your prospect's needs
Your sales letter is a very brief sales proposal, so you need to show that you are thinking about your prospect's needs. You might be hesitant to put your best ideas in your letter, fearing that your prospect will use them but not hire your company. That's a mistake. By putting your ideas in your letter, you will make your prospects feel like they are getting something already, and that they will benefit from your products or services. More importantly, you will be demonstrating that you are creative and have your client's best interests in mind.
Use right tone
Use the right tone in your writing. Use active voice. Use the present tense. Be positive. Avoid negatives. Keep sentences and paragraphs short.
Proof read
Proof read your letter before you send it out. This will help you determine if your letter is clear and if you're getting your point across. Also, misspelled word or other careless mistake will give bad impression to the reader.
One of the most effective strategies to plan and write effective sales letter is to follow the four steps in your letter which are:
• Catch attention
• Build interest
• Establish credibility
• Motivate action
Catch attention
To be effective, a sales letter must catch reader’s attention. Design your document for visual impact to catch the reader’s attention by using graphics such as layout, colour scheme or illustrations. You can grab attention with an eye-catching headline or an interesting opening. This might be a question or statement. The opening should be short, honest, relevant, interesting and stimulating. Keep it quite general to appeal to as many people as possible. There are many possibilities for opening your sales letter that could persuade the reader to buy. Make a compelling promise for the reader, tell a story that the reader can identify with, make an announcement of a new product or service showcasing your unique selling point or ask a question.
The headline encourages your prospects and leads them to your next line. There you start to build their interest and ensure they read the next sentence and each subsequent one.
Build interest
Besides a powerful headline, your sales letter must have an immediate clear benefit for the intended audience. To build interest in your sales message you should highlight your product’s central selling point, the single point around which you will build your sales message. Be upfront and bold about promising a prize or a tangible reward in exchange for time and attention. Whatever product or service you are selling you need to position it so that its benefits provide one or more of the following common desires:
- To make or save money
- To be healthy
- To be popular or to maintain a social status
- To have security
- To have free time or save labour
- To get entertainment, comfort or amusement
- To take advantage of opportunities
- To be good looking
- To achieve inner peace
Show them how your product will benefit them in making their lives better, safer or easier. How will it save them time, trouble, worry or money? Look at their ultimate goal and relate it to that. Why should they buy from you? For example, state what makes you an ex
So you’ve graduated from college. Congratulations, that’s no small feat. Now it’s time to roll out the resume and dive headfirst into the job market. Chances are you’ll endure your share of interviews and meet a few nice and not-so-nice people along the way before you get that first job offer. When it comes, it’s time to celebrate. Your four (or more) years of hitting the books have finally paid off. The company will likely hang an enticing salary number in front of you.However, before you bite, make sure to look “under the hood” of that company. Sure, the salary might look nice, but make sure to pore over their benefits package before signing on. A lucrative package can be worth thousands more to you in the long run than just your salary. Meanwhile, a healthy pay rate with shoddy benefits could cost you dearly.Generally speakingStart by talking about generalities. Do you have to sign up for the entire package or can you pick and choose your benefits? Who’s covered? Is there a monthly fee? When do benefits kick in? Are they taxable? All questions you should ask before signing up for anything.Medical, Dental & VisionThese are undoubtedly the biggest features of a benefits package, as they can save you thousands in medical care. For medical, weigh your options carefully. Find out what types of plans are offered (indemnity, managed care), who will be covered, what your premiums, deductibles and co-pays will be, and if there are any exclusions. For dental, learn if the plan covers preventative, surgical and orthodontic care and to what extent. When looking at vision care, find out exactly what the plan covers and what the maximums are. Vision care might not be a big deal to you now, but down the road you’ll probably need it.Life & DisabilityLife insurance probably isn’t a top priority for you, and it shouldn’t be. But in case something should happen to you and you have a family to care for, life insurance is an excellent benefit to have. If you can get a
Use right tone
Use the right tone in your writing. Use active voice. Use the present tense. Be positive. Avoid negatives. Keep sentences and paragraphs short.
Proof read
Proof read your letter before you send it out. This will help you determine if your letter is clear and if you're getting your point across. Also, misspelled word or other careless mistake will give bad impression to the reader.
One of the most effective strategies to plan and write effective sales letter is to follow the four steps in your letter which are:
• Catch attention
• Build interest
• Establish credibility
• Motivate action
Catch attention
To be effective, a sales letter must catch reader’s attention. Design your document for visual impact to catch the reader’s attention by using graphics such as layout, colour scheme or illustrations. You can grab attention with an eye-catching headline or an interesting opening. This might be a question or statement. The opening should be short, honest, relevant, interesting and stimulating. Keep it quite general to appeal to as many people as possible. There are many possibilities for opening your sales letter that could persuade the reader to buy. Make a compelling promise for the reader, tell a story that the reader can identify with, make an announcement of a new product or service showcasing your unique selling point or ask a question.
The headline encourages your prospects and leads them to your next line. There you start to build their interest and ensure they read the next sentence and each subsequent one.
Build interest
Besides a powerful headline, your sales letter must have an immediate clear benefit for the intended audience. To build interest in your sales message you should highlight your product’s central selling point, the single point around which you will build your sales message. Be upfront and bold about promising a prize or a tangible reward in exchange for time and attention. Whatever product or service you are selling you need to position it so that its benefits provide one or more of the following common desires:
- To make or save money
- To be healthy
- To be popular or to maintain a social status
- To have security
- To have free time or save labour
- To get entertainment, comfort or amusement
- To take advantage of opportunities
- To be good looking
- To achieve inner peace
Show them how your product will benefit them in making their lives better, safer or easier. How will it save them time, trouble, worry or money? Look at their ultimate goal and relate it to that. Why should they buy from you? For example, state what makes you an ex
The toughest thing about writing a news release is getting started. But writing doesn't have to be hard. Here are a few tips and tricks to help you beat writer's block.Before the story, think about:• audience. who do I want (or expect) to read this? What do they want to know? What do I want them to know?• “gatekeepers.” These are usually the editors who will decide if they will use your story. What kind of story do they normally use? How long? Style?If you just can’t get the first word down on paper, here are some things to try.• Talk to someone about your story. Listen to yourself. Write the story like you told it. You can always rearrange sentences or paragraphs later.• Go through your notes. Star the things you think are most important. Then try to start a story with at least one or two of those important things in the first sentences.• Write the headline first. Then make sure your first paragraph or two says essentially the same thing as the headline.• Try being childlike. How do kids tell a story? They blurt it out, getting to the point fast with plenty of action verbs.• Plagiarize, sort of. If you see something written that you like, borrow the idea, but not word-for-word. I’m especially talking about borrowing ideas of style.Now you have the tools to bust writer's block. Get write to it.
The headline encourages your prospects and leads them to your next line. There you start to build their interest and ensure they read the next sentence and each subsequent one.
Build interest
Besides a powerful headline, your sales letter must have an immediate clear benefit for the intended audience. To build interest in your sales message you should highlight your product’s central selling point, the single point around which you will build your sales message. Be upfront and bold about promising a prize or a tangible reward in exchange for time and attention. Whatever product or service you are selling you need to position it so that its benefits provide one or more of the following common desires:
- To make or save money
- To be healthy
- To be popular or to maintain a social status
- To have security
- To have free time or save labour
- To get entertainment, comfort or amusement
- To take advantage of opportunities
- To be good looking
- To achieve inner peace
Show them how your product will benefit them in making their lives better, safer or easier. How will it save them time, trouble, worry or money? Look at their ultimate goal and relate it to that. Why should they buy from you? For example, state what makes you an expert in your chosen field. How can you prove what you are claiming is true? Once you have listed down the key benefits of the service or product and positioned yourself as the person to deliver it, the time is right to deliver your sales pitch. Persuade your reader to buy based on the grounds of what the product or service does for him or her (benefit), not what the product or service is (feature)!
A benefit is what the product or service does, and what the buyer gains from the feature. A benefit is the specific outcome of the feature. A feature is something the product or service already has. Benefits are what motivate people to buy. Bullet point each benefit to make it easier to read. Think about every possible benefit your reader may derive from your product or service. In many cases, people will buy a product or service based on only one of the benefits you list.
Besides the benefit stated at the letter's opening, you can bolster interest by adding high-profile testimonials from associates or former clients. Testimonials from happy customers are very useful for this purpose, as are quotes from established third parties such as industry leaders or reputable specialists. Opinions, figures and independent statistics are also likely to reinforce your message. Ultimate motivations are what people “really” want. The product or service is just a vehicle to providing these benefits so make sure your sales letter focuses on these motivational factors.
Establish credibility
You need to establish credibility and be believable by the second paragraph. You must anticipate the reader’s objections and doubts and offer counter arguments. There are several ways of overcoming reader’s doubts which must be used with good judgment and should be related with the main appeal of the letter. You can provide testimonials, money-back guarantees, trial offers, attractive warranties or free samples. Using too many points to establish credibility will not be effective. To gain credibility for you and your request, present just one fact, strengthened, if necessary, by an opinion or fact as a proof.
Motivate action
It’s important to remember that people are motivated to buy based on their emotions and justify their purchase based on logic only after the sale. This means that each step in the sales letter process must build on the reader’s emotions to a point where they are motivated to take action. Encourage the reader to act by an easy and clear method of responding. Close with summarizing the central selling point and clear instructions for an easy action to be taken. To motivate, you can offer a gift, limit the offer, guarantee satisfaction, or promise an incentive.
End with an action: What result do you want from your letter? Are you looking to get a face-to-face appointment? Are you answering questions raised at a previous meeting? Do you want to make your prospect better informed? Do you need to get a signed contract? You need to close your letter by requesting a specific, quantifiable action. For example: "I will call you on Thursday, May 18 at 10 a.m. to schedule meeting" or "Please return the enclosed contract by Friday, April 21, or call me if you have any other questions".
WRITING A SALES LETTER:
Like any other business letter, a sales letter has three parts – introduction, the body of the letter and the concluding paragraph. Let us examine in detail how to draft these three components of a sales letter. The important thing in a sales letter is the sequence which is as following:
Introduction
Body of the letter
Conclusion
Introduction
The introductory paragraph of a sales letter starts with an opening sentence which has a vital role to play. In many instances, the opening sentence is the only sentence that is read, so it must immediately appeal to reader’s interests. There are several ways of writing an opening sentence in a sales letter, some of them are listed here with the examples: A provocative question: What would the leaning tower fall for? The leaning tower of Pisa would only be put to shame by architectural splendor that outshines its own like the new range of luxury bathroom accessories. What can you get these days for Rs. 15? Enjoy the finest that life has to offer just for Rs. 15 every month!
A striking information: We are the Number 1! We are the number 1 in revenue, customer base and customer satisfaction.
A story or an anecdote: Mr. Bala went shopping with his saving with our VISA credit card. What will you do with yours? Our credit card offers 5% bonus savings on all purchases for first six months.
A significant fact: Hearing Loss – you may not be aware of… Only about 25% of people who need hearing aid use them.
Most people have a vocabulary of 2-3,000 words and even a scholar uses no more then 5-6,000 words in his daily life. But there are around 500,000 words in English language and you can use many of them to enrich your vocabulary by using our ‘Vocabulary Builder’.
Split opening: You know English, but are you quite fluent in it? It may sound incredible but classrooms can’t help you achieve fluency. No, they can’t. No! Nor can audio video sessions. Nor translation. But ‘Rapid English Fluency’ can help you.
A conditional sequence: If home is where the most number of accidents take place, think of Woodcoat Paint as insurance.
Special offers: Free gifts! Yours for giving the digest as a gift this Puja and Diwali – free diary for the year 2005 whether you order several subscriptions or just one will receive this big, handy year 2005 desk diary free.
Wings to give your children’s career a head start! Avail the special offer of financial assistance for spectrum of educational opportunities in India and abroad.
Body of the letter
You may have a lead paragraph in the body of the letter. This part of the sales letter can be used to expand the promise made in the headline or used to deliver a second major b
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