Common Structures,

Vocabulary, Expression,
Work Combinations,
Collocations in an IBC
(Sales Letter)
 Agenda
Definition of
01 Sales letter 04 Structure

Why we need to
02 write sales 05 Tips
letter

03 Types of Sales
letter 06 Summary
 01
Definition of
Sales letter
A sales letter
a written pitch to attract potential
customers to a product you offer. It is a type
of business letter; meant for generating
business.
 02
Why we
need to
write sales
letter
 The reason why we need to write
sales letter

01 02 03 04

Comprehensive Reachable Time-saving Economical

understand and grab the attention reach multiple get a great
gives your of every prospect clients at the number of sales
prospect all the same time done in a very
information economical way
 03
Types of
sales letter
Introductory sales letter

- sent to introduce a consumer or business

customer to your company and products
- apprising people of your existence and
explains how readers would benefit from
purchasing your products over other brands
Selling incentive sales letter

- promotes existing products among current

customers
- build a considerable degree of excitement
when writing a selling incentive sales letter
Thank you sales letter

- thank your customers for their business

- mention how much you value your
customers for their patronage
 Holiday celebration
sales letter

- gives you a chance to offer your product as a

potential gift for your customers' family,
friends or work associates
 Invitation sales letter

- make your customers feel important and as

if they are part of your family
- briefly mention your products in the letter,
and invite customers to enjoy the
celebration.
 04
STRUCTURE
 INTRO
It is the introductory paragraph. Introduction in the sales
letter provides the details of the product or the service. It
also provides the reader with the cost, quality, saving and
other related information.

NOTE

- Read and understood in under 30 seconds - less than 20

seconds is even better
- The less words the better.
- Generally three short paragraphs of 'body-copy' suffice
 INTRO

SALUTATION HEADLINES
“DEAR…”

The safest way to discover the correct contact Maximum 15-20 words.
Generally avoid 'clever' glib
details is to telephone the secretary or p.a
ad-type slogans. Avoid upper
case (capitals) lettering -
Uses Mr/Mrs/Ms (surname)
word-shapes are lost when
upper case is used.
INTRO
It is the introductory paragraph. Introduction in the
sales letter provides the details of the product or the
service. It also provides the reader with the cost,
quality, saving and other related information.
 HEADLINES
The headline sets the stage for your customer’s curiosity and it needs to be a sure-fire hit!

SENSE OF
URGENCY

WORDS AND PHASES:

Now, Hurry, Quickly. Don’t
wait, Don’t miss out,
Today, Fast, Limited time,
Limited offer, While supply
lasts, Low inventory, Only a
few left in stock,
Discontinued, Rare, Secret

These words can trigger and pique their curiosity.

 HEADLINES
The headline sets the stage for your customer’s curiosity and it needs to be a sure-fire hit!

ULTRA SPECIFIC Sum up the benefit of the product you’re

HEADLINE selling or promotion within the headline.

Keep your headlines concise but use bright colors and large fonts, numbers.
 BODY
(Introductory sales letter)

Main goals of a sales letter

1. Grab the Reader's Attention

2. Create Interest
3. Influence Action
 BODY
(Introductory sales letter)

In the body of an introductory sales letter, you

have to introduce your company, your product
and service in a concise but inspiring way. It
also provides the reader with the cost, quality,
saving and other related information.

The first paragraph focuses on issues that

need to be resolved, while the second
paragraph offers a specific solution. Describe
what success will look like as a result of
using your product. Then support your claims
with testimonials, expert opinions, and
research findings.
 BODY
(Introductory sales letter)

Here are some key phrases that will help you catch the reader's attention and present your
product quickly:

Are you having trouble ...

This is why it is important to have ...
At X, we have the skills and experience to ...
May we stop by and offer you a FREE estimate of how much it would cost to ...
If so, give us a call at X and set up and appointment with one of your friendly operators.
 BODY
(Introductory sales letter)
 BODY
(Introductory sales letter)
 CALL TO ACTION

Offer a contact number so that Invite consumers to your shop or

they can contact you. facility to show that you are
genuine.

If the product is in limited

Offer consumers discounts or
quantity, mention this as well as
special schemes to initiate an
it will call for a prompt action on
action.
part of the client.
 CALL TO ACTION

1. Ex: ‘Claim your one-off

Keep it short, simple, and discount today and save big on
your purchase’ -> CTA to get
specific. customers claiming a deal or
discount
 CALL TO ACTION

2.
Say exactly what you want Ex: ‘Sign up today to make sure
the customer to do and how your content is always error
free’
they will benefit.
 CALL TO ACTION

3.
Create a sense of urgency by
using the imperative mood.
 05
Tips For Writing
Sales Letter
4Ps framework for writing sales
letter

Promise Picture

Proof Push
 1. PROMISE

Show what your

product (or service)
is going to DO for
readers. For example:
Dear Johnson
Hungry? What tastes great
after a long day at school?
There’s nothing like a fresh
and hot pizza from Pizza C.
 2. PICTURE
Use EMOTIVE LANGUAGE
to get customers to
VISUALIZE themselves For example:
how your product or We know your feeling - your
service is going to stomach is making that
change their life. rumbling sound; your mouth is
watering; and there is no way
that you're going to cook tonight,
right? We are Pizza C, who will
help you satiate your hunger.
 3. PROOF

Provide evidence by For example:

giving statistics, Here are some amazing facts that you may not
reports, customer’s know about pizza.
reviews, etc
According to pizza statistics based on a survey
from 2019, a staggering 98% of Americans eat
pizza, while 54% claim they love it. Additionally,
Each person in Norway eats approximately 11
pounds of pizza per year. Thus, you can see, pizza is
such a favorite food for most people.

At Pizza C. we are right around the corner to serve

you with a delicious slice of pizza with homemade
crust and sauce and all your favorite toppings.
 4. PUSH
Make some offers such
For example:
as: free gifts, discounts,
We have enclosed a 20%-discount
etc
coupon for your dinner at Pizza C,
Offer contact number or which is available from 20/8/2022 to
website 31/8/2022. Check out our menu to see
our delicious dinner options. Don't
miss out!

Give us a call at +84(123456789) or

check out our website at pizzaC.com;
or stop by visit. We guarantee that we
soon will be your favorite restaurant.
Hope to see you soon!
 SUMMARY
Definition of
01 Sales letter 04 Structure

Why we need to
02 write sales
letter

03 Types of Sales
letter 05 Tips
A sales letter
a written pitch to attract potential
customers to a product you offer. It is a type
of business letter; meant for generating
business.
 The reason why we need to write
sales letter

01 02 03 04

Comprehensive Reachable Time-saving Economical

understand and grab the attention reach multiple get a great
gives your of every prospect clients at the number of sales
prospect all the same time done in a very
information economical way
 Introductory sales letter
Selling incentive sales letter
Thank you sales letter
Holiday celebration
sales letter
Invitation sales letter
 Headline
The intro should be short and clear.
The headline should be a sure-fire hit.
 Body
Be concise and inspiring
Must point out the problem or point point of
target consumers and offer our product as
the solution
 CALL TO ACTION

Offer a contact number so that Invite consumers to your shop or

they can contact you. facility to show that you are
genuine.

If the product is in limited

Offer consumers discounts or
quantity, mention this as well as
special schemes to initiate an
it will call for a prompt action on
action.
part of the client.
 CALL TO ACTION
1.
Keep it short, simple, and
specific.
3.
Create a sense of urgency by
using the imperative mood.
2.
Say exactly what you want
the customer to do and how
they will benefit.
4Ps framework for writing sales
letter

Promise Picture

Proof Push
Thank you