A sales letter is a document designed to generate sales. It is a distinctive type of persuasive letter. It persuades the reader to place an order, to request additional information, or to lend support to the product or service or cause being offered. For most sectors other than retail, a sales letter is the first and most important way of reaching new customers. The purpose in writing a sales message is to sell a product. It influences the reader to take a specific action by making an offer-not an announcement-to him. Sales letter attempts to persuade readers to spend their time and money on the value being offered. To sell, the sales letter must be specific, go to the right audience, appeal to the readers needs, and it must be informative.
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.
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