SALES LETTER

A sales letter is a letter written to publicize and ultimately sell a product or a service to the consumers. It is a type
of business letter; meant for generating business. It also has the bearing of an Announcement Letter. A sales letter
is also referred as Letter of Sale, Marketing Sales Letter and Business Sales Letter. It is also known as direct mail as
it is being directly sent to the client.

 A Sales letter that is written in a professional manner surely benefits a business, enhances its sales and increases
customer loyalty. A Sales letter format should have good grammar and nice vocabulary.

Sales Letters That Work

AIDA is the most commonly used technique to write a sales letter that will always work.

A I D A

Attention Interest Desire Action

Attention – First and foremost step is to attract attention towards your product or service. An appropriate
Headline does that to full effect. It is the initial and the first things that can guarantee a sale, like they say ‘First
impression is the last impression’.  

Interest – The second important incumbent of a sales letter is to generate interest. Once the reader has got the
attention, it is time to generate and hold their interest. Providing relative information with a sustained flow
generates enough interest.

Desire – Desire, the third essential feature is initiated by providing real life and practical examples. Showing the
benefits through a simple language does create a desire.

Action – The first three features are meant to lead to a final call for action. Sometimes, that is not enough and you
need persuasion to generate a successful sale. In this case, it also becomes your (sender’s) call of action as you
have to persuade a prospective customer into

Sales Letter Writing Tips:

1. A sales letter format should follow a convincing pattern.

2. A sales letter format should have a formal tone.
3. A Sales letter format should be written in a flow.
4. No grammatical mistakes and spelling errors should be there.
5. The sales letter format should be typed and not hand written.
6. It should be concise and crisp.
7. The sales letter format should be impressive.
8. Long paragraphs should be avoided.
9. The sales letter format should be highly professional.
10. The sales letter format should be in strong and bold active voice.

Sales Letter Template

From,

_______________________ (name, designation and company of the sender)

_______________________
_______________________

_______________________

To,

______________ (name, designation &

______________ Address of the recipient)

______________

______________

______________

______________

Date ___________ (date of issuing letter)

Dear ___________, (name of the recipient)

We at_______________ (introduce your company and products). We want to _________________ (state the purpose of the

letter).

Our products have __________________________ (state the features and benefits of your product and also give the details of

the offer provided by your company). You can try ________________ (restate your purpose).

For further information you can visit ___________________ (provide you website address or contact info).

Yours sincerely,

____________ (name, signature and address of sender)

____________

Sample 1

From,
Ohms Printers

New Delhi,

India.

Sept 10, 2013

To,

Mr. Mike Thomas

General Manager

UK Ltd.

UK

Subject: Sales Letter

Dear Mr. Thomas:

We are glad to introduce to you our new copiers and printers. Our products are user friendly and they have great capabilities

and benefits.

Our product will surely lessen your work loads. These printers are in the market for last five months and have received positive

responses from most of our customers. We are proud to introduce them to you and assure that they will help you in making

your chore a lot easier.

We will proud to introduce you the characteristics of the printer and give a display to you. For more details of our product you

can also visit our website www.ohmsprinters.com.

We hope for a good business prospect.

__________

Yours,

Ohms Printers

New Delhi,India.
Email Format

This is the format of a sales letter explaining in detail the different sections and the kind of content, which goes
into each of these sections. It starts with the details of the client to whom this letter is being addressed. Then the
actual information is given sequentially. The letter ends with your contact information for the client to get back to
you.

to: email of receiver

from: email of sender

Subject: Sales Letter

Dear (client’s name)

We are glad to introduce to you our new copiers and printers. Our products are user friendly and they have great capabilities

and benefits.

Our product will surely lessen your work loads. These printers are in the market for last five months and have received positive

responses from most of our customers. We are proud to introduce them to you and assure that they will help you in making

your chore a lot easier.

We will proud to introduce you the characteristics of the printer and give a display to you. For more details of our product you

can also visit our website www.ohmsprinters.com.

We hope for a good business prospect.

__________

Yours,

Ohms Printers

New Delhi,India.

 
Sample 2

From,

Ritz Motors
The USA.
Sept 09, 2013
To,

Robert Smith,
Purchasing manager,
ABC co. Ltd.,
USA

Subject: sales letter

Dear Sir:

Purchasing a new car and in case of any problem hunting for the spare parts was the trend in past years. In
addition to it, the costs of such spare parts were also high.  The customers have now realized that it is wise to buy
used cars. We at Ritz Motors have a specialty in selling and buying used cars. We handpick the used cars and keep
in consideration that they are good at use and are like new cars only.

Your company provides cars to employees to make them feel and work better.  The used cars are best for these
purposes as they are more resistant and can travel fair distance at a stretch. We are looking forward for your
consideration and will appreciate it.

Yours,

Ritz Motors
USA
 

Email Format 2

To: name@email.com
From: name@email.com
Subject: Used Cars for Sale

Dear Sir:
Buying a new car has always been a dream for many. However, with most new cars falling flat after a few months
with defects and requirement for expensive and difficult to find spare parts. Soon enough, people began looking at
alternative means to and end and realized the value of used cars. We at North Motors are the standard bearers
when it comes to top quality used cars, and we’ve been buying and selling used cars as it is our specialty for over a
decade. The cars that we sell are passed through stringent road and off-road tests to certify their usability before
selling them to our customers.

Your company provides cars to its employees as an incentive to make them work better. As a purchasing manager,
you are involved in this activity. As you know, used cars come in handy for this kind of purpose, as they carry out
the purpose and are verified for the long term use. We hope that you consider our company when buying your
cars.

Regards,

Jason Green
North Motors Ltd.

SAMPLE 3

[Senders Name]
[Address line]
[State, ZIP Code]

[Letter Date]
[Recipients Name]
[Address line]
[State, ZIP Code]

[Subject: Normally bold, summarizes the intention of the letter]

Dear [Recipients Name],

XYZ Corporate Cleaners has been in the business of keeping offices spic-and-span for the past ten years. Not only
do we ensure the cleanliness of your rooms, but we also offer the following maintenance services:

(* enumerate services)

By employing our services, you are also assured maximum value, reliability, and savings. A combination of our
services costs much cheaper than getting these done separately with other companies. Try us out by calling 434-
3434 and requesting a free full-day trial. We look forward to working with you!
Sincerely, 

[Senders Name]
[Senders Title] -Optional-
(Enclosures: Sample brochure)-optional
cc: [Name of copy recipient] - Optional -