Professional Documents
Culture Documents
Sales Letter
Sales Letter
A kind of advertising aimed at selling particular kinds of goods or services to selected types of customers. E.g. drugs to doctors, books to school Purpose is to persuade the reader that he needs what you are selling and to get him to buy it. So you make it seem attractive and necessary
Some elements
A good one should arouse interest, create desire, carry conviction, and induce action. 1. Attractive opening Must appeal to buying motive: To self esteem e.g. Are you nervous to take the chair at a meeting or to make a speech? If so, you are one of the people for whom this letter has been specially written.
To economy if you are looking for a means of cutting your domestic fuel costs by 20 per cent, you should read the following
To health the common cold, says Dr James Cartier, probably causes more lost time at work in a year than all other ilness put together.
To fear more than 50 per cent of people have eye trouble and in the past year no fewer than 16,000 people in Britain have lost their sight. Are your eyes in danger?
To future prospect dont bother to read this letter-if you want to lose your chance of promotion
To caution dont buy a hearing aid-until you have seen and tested our remarkable invention for good hearing.
Stress such points as quality of the materials used and the special features that make it more convenient or efficient than its rivals the recorder is a carefully designed high quality stereo apparatus, made from the very best components, suitable for both mono and full stereo recording and playback. It is supplied with two high quality microphones and two loudspeakers separately mounted in solid, polished teak cabinets. Its clearly arranged controls make for very simple operation.
To be convincing, support your claims by evidenceevidence-by facts, such as laboratory tests and sales statistics, and by the opinion of other users. You could invite the readers to your factory or showroom, offer to send samples, or provide a firm guarantee, etc. remember, we sell these shirts on the clear understanding if they are not satisfactory and completely to your liking, you can return them to us without any obligation whatever and at our expense, and we will refund to you the full amount of the price you paid. paid.
4. Effective close
Persuade the reader to take the action you wantwant-to visit showroom, receive your representative, send sample, or place order. Then provide the reader with a sound reason why he should reply. For example: if you will return the enclosed request card (action) we will show you how you can have the advantages of cold storage and at the same time save money (reason). OR the special discount now offered can be allowed only on orders placed by 30th June. After that date full catalogue prices will be charged.
Useful expression
Openings We are taking liberty of sending you a copy of our latest catalogue and pricelist As you have placed many orders with us in the past, we have decided to make you a special offer of We feel you will be interested in the newwhich we are shortly to place on the market. Having just made a special purchase ofon very favorable terms we are able to offer them to you at the following very attractive prices. I am sorry to note that we have been without an order from you for over With reference to the offer we made you on, we regret that we have not yet had an order from you.
endings
We hope you will take full advantage of this exceptional offer. We are most anxious to serve you and hope to hear from you very soon. We are offering you an article of the highest quality at very reasonable price and hope you will take the opportunity to try it. We feel sure you will find a ready sale for this excellent material and that your customers will be satisfied with it. We will gladly arrange for our traveler to call on you if you will complete and return the enclosed enquiry card. We should be pleased to welcome you to our showroom at any time to give you a demonstration.