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