Sales Letters

Business letters =

Sales letters written to tell

something, be it a product,
policy, idea, service,
information, and others.
 - a document designed to
generate sales

- it influences
the reader to
take a specific
SALES - it
convinces
action by
making an
LETTER the reader to
place an
offer- not an
announcement
(Bliss) order

- to lend support to the

- to request additional
service or cause being
information
offered
 Any sales letter
represents you as the
writer.

It is the expression of
your ability, knowledge,
and individuality.
 MAIN AIM
- to sell by mail

- to educate a prospect

Aims
- entice the prospect to visit the store

- make the first step for the coming

of the sales agent in the house of the
customer
You can make this not only through
your text
but also through
the appearance of your letter
which involves
good stationery,
good printing,
and good font.
 Advantages of Sales Letters
1. They are less costly

2. They are convenient.

3. They are effective.

4. They addressed to specific or target market.

They can be very comprehensive. They can fully

5. explain things regarding a product.
JIM TURNER is a copywriter and marketing strategist,
proposes Eight Commandments of Writing Highly
Effective Sales Letters.
 4. Get your readers’
attention immediately! 5. You must write to sell!

3. Always write to
someone specific. 6. Don’t put them to
sleep.

2. Never forget
that benefits sell ! 7. Please tell them
8 exactly what you
Commandments want them to do.
of Writing
1. Focus on what your Highly
prospect wants, needs,
Effective Sales 8. Don’t ever try to
hopes, dreams & desires..
Or appeal to their
Letters be cute or clever!
emotions !
 Length of Sales Letters
• According to Yudkin (1999), as long as it arouses
interest, lays out the whole offer , addresses possible
objection and asks the reader to take action, a letter
can have more than a page, sometimes four.

• Professional copywriter say that “two page letters generally

out pull one-pagers , and that even eight pages may not be
too long. Those who are not interested won’t read even one
page, and those who are will read eight. So do not feel you
have to cram your whole sales message into one page to get
action”.
 Parts of a Sales Letter
• Preparing your sales letter means you need to understand the
product or service being offered, the market, and the readers’
needs. (Bliss)
HEADLINES
 Found on the line before the salutation.
 Usually 3-30 words long.
 Should attract immediately the attention of the reader.
 Tells what the sales letter is about and promises the product will
surely benefit the reader.
 Substitute for the inside address and salutation.
 May be centered or be put inside a colored textbox to attract
attention.
 Use “power words” like “You”, “Finally”, “At last”, “Free”, “Proven”,
“Imagine”, “Fast”, “Cheap”, “Enjoy,” “Now,” “Learn” and others.
Example:
Finally, here is a medicine that will surely cure your diabetes!
FIRST PARAGRAPH:
ATTRACTING THE ATTENTION OF THE PROSPECT
• Main intention:
To catch the attention of the reader to read your letter.
• Use emphasis by underlining, capitalizing, italicizing, or punctuating.
Your first paragraph may start with any of the following:
1. Irresistible offer
2. Famous name
3. Question
4. Slogan, a quotation or a maxim
5. News items
6. Statement of significant facts; its uses or value to the prospect
7. Striking parallel statements
8. Appropriate anecdote
9. Split opening
10.Solution to a problem
Example:
“If you think fanning pollution away from our face is enough to protect
you from its harmful effects, think again….”(Conzace Antioxidant)
 SECOND PARAGRAPH: CREATING INTEREST AND DESIRE
• You may attack the emotional, rational, or ethical dimensions of the buyers.
• Exploit all their senses and intellect or reason.
• If your readers do not believe you, use pieces of evidence such as research
data or examples. (rational tendencies)
• If you want your readers to be moved by your letter, attack their energy
associated with basic feelings of fear, enjoyment, anger, surprise, or disgust.
• If you want your readers to really believe you, establish your credibility and
honesty.
• You can also arouse interest of the readers by enclosing catalogs, brochures,
pamphlets, postcards or any printed materials in your letter or by having the
following descriptions:
1. Physical or external description of the product.
-describe the products vividly. Mention the size, shape, color, flavor,
texture, taste, weight, origin, and content.
2. Rational, emotional or psychological description.
-explain them the benefits of the products, their usefulness,
pleasurability, and profitability.
THIRD PARAGRAPH: CONVINCING THE READER
Evidence used in convincing that the product is worth
buying:

1. Fact and figures concerning the product

2. Free trials
3. Testimonials
4. References
5. Sample
6. Guarantees
7. Test
8. Statement of saving and economies
Ex. Sharon Cuneta once said “If I don’t believe in a product, I’ll never endorse it.”
now, She’s endorsing lucky me, she surely trusts it.
FOURTH PARAGRAPH: Directing Favorable Action
This is the most important off all steps; hence, you have to be very definite
And strongly tempting.

You can do this by following any of these:

1. Offering special terms and inducements
-Motivate the prospect by explaining to them the benefits they can get when the
Deadline is met. This will show that you are for their benefits and that you are more
of service.
You can consider applying any of the ff. tactics:
A. Reduction in price
B. Installment mode of payment
C. Free trial
D. Offering free gifts
E. Emphasis of a limited supply
F. Setting a deadline for the action
2. Specifying the action desired
- Be specific with the action. Do not give alternatives to your reader. Just have one
action.-one easy action
Ex. Just fill the endorse order form and sent it to us ASAP. The
offer lasts up to October 30 only. So hurry! Experience the
benefits of our products.

3. Providing Facilitating devises such as e-

mail links, reply forms and postage

-Necessary facilitating device such as order

blanks, order cards, and postcards or
envelopes already addressed and requiring
no postage can move the reader to act
immediately. They reassure the reader that
what you are asking is simple and requires
little time and effort.
P.S. PART
The postscript of the sales letter, according to Yudkin (1999), is the second most
read element in the letter after the headline. As such, it should mobilize the reader to act
Immediately. Provide an incentive for acting fast, or toss in an additional bonus. For instant.

P.S. Charge your membership to your credit card in four equal payments for no additional
Cost – and receive a full – color desk calendar if you respond by November 10.

Ex. E.B. White's Letter to Harold Ross, Editor of The New Yorker
[August 28, 1944]
Mr. Ross:
Thanks for the Harper advert. from your valued magazine. I would have seen it anyway, but
was glad to get it hot from your stapling department. . . .I would have changed publishers
fifteen years ago, only I don't know how you change publishers. The first half of my life
I didn't know how babies came, and now, in my declining years, I don't know how you
change publishers. I guess I will always be in some sort of quandary.
White
P.S. The de-stapling machine works better than I would have believed possible.
(Letters of E.B. White, rev. ed., edited by Dorothy Lobrano White and Martha White.
HarperCollins, 2006)
THE QUESTION OF PRICE
You can lessen the impact of price by showing
it in small units, comparing it with the
prices of the competitors, offering discounts
or by associating the price with readers’
benefits.
Examples
of
SALES
LETTERS
 CAGAYAN REVIEW CENTER (CRC)
Tuguegarao, City
June 12, 2001
Make Your
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Come True!

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_______________

Registrar
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A NOTE to Parents of High School Seniors:

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*Review materials are from MSA Manila.
 Kservico Trade, Inc.
Soriano Bldg., Luna Street
Tuguegarao, Cagayan
Tel. Nos. (078) 844-1021/844-0790

July 31, 1996

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MANAGER- Tuguegarao Branch
 Group 5
BSIP-111
Tabilo, Florence Sofia
Sanchez, Riza
Pojadas, Marianita
Bigcas, Riena Mae
Lacosta, Michelle Ricca
Badayos, Isabel
Hintapan, Gina
Thank You