Sales Letter

SALES LETTERS
SALES LETTER

A sales letter is a piece of direct mail which is

designed to persuade the reader to purchase a
particular product or service in the absence of a
salesman. It has been defined as "A form of direct
mail in which an advertiser sends a letter to a
potential customer."
How do you write a sales letter
These seven tips can help you write more effective
sales letters:
Be the customer as you write. ...
Organize your letter. ...
Make it easy to read. ...
Capture your reader's attention. ...
Get your readers interested. ...
Make your readers need your product or service. ...
Ask your readers to take action.
Introduction
Raw materials purchased
Production process
Finished goods
Ready to sale
Creating awareness about product to customer due to
- High competition
- Variety of products
- Many brands avaiable
To stand in market – publicity and advertising is important
Done with help of sales letter (eliminate salesmanship)
Meaning
Sales letter is a voluntary offer addressed to a
particular customer even in an area which is difficult to
reach
It educate, persuade and convince customer like
salesmanship
 Objectives
Promoting sale of product
Introducing new product in market
Widens market for existing product
Helps customer to remember particular
product
Educate customer in selecting right type of
goods
Better understanding about products
Plays the role of salesman
Customers has constant touch with the
Three P’s included in Sales Letter
 Prospect
Targeted audience
Based on their needs and wants
Sales letter designed
 Product
Before drafting, full details should be
known
Features, specifications and advantages
included
Look product at customer point of view
Comparative view of same product
 Proposition
Offers like prices, gifts, guarantee, free
services, discount
To attract customers
 Structure of Sales Letter
Induced right reaction in recipient
AIDA formula need to be observed (Attention,
Interest, Desire and Action)
1. Attracting readers attention
2. Creating interest in products
3. Convincing reader that this product suits his
requirements and thereby triggering desire
4. Motivating action
I. Attracting attention
 Physical Appearance
Physical appearance should be good – like salesman

- Good stationery
- Smart letterhead
- Good printing
- Good envelope
- Good typographical arrangements
 Appealing opening sentences
Success of salesman – how introduces product
Likewise appealing and attractive opening sentences
should be there
Examples:
Have you seen any cheap watch that is good?
Don’t waste your time and energy in a sweltering
office, when you can enjoy the cool comfort of air
conditioning
Some of our new appliances will be terrific in you
kitchen
If someone asks you to name India’s largest motor
cycle manufacturer, whose name would come to your
II. Creating interest in product service

Depends upon targeted audience

Attitude differs
Research should be conducted
 III. Convincing
Giving full description about product
How product is beneficial to customer
Tall claims – never made
Include
 - Guarantee
 - Free samples
 - Free trails
 - Reference of reputed users
 - Statistics of acceptance
 - Free servicing
 - Warranties
 - Any credit facility
 - Giving factual details (total sales, actual cost of operation,
 number of satisfied customers etc..
 Examples
Our summer soft (soft drink) has won the gold medal
at the International Food for Health Exhibition held in
New Delhi last year
This fan will meet your expectations in every respect.
If you are not completely satisfied, our money back
guarantee entitles you to return it and get your money
back
You need not go by the word of any expert. A sample
tin of our milk powder is waiting to be sent to you.
Just mail the enclose postage paid card with your
signature on it.
 Motivating Action
Concluding paragraph of sales letter
Urges customer to take immediate action
Business reply paid envelopes enclosed
Example:
- Only limited time. Please hurry
- Check the item that interests you right now. We will
gladly send you a sample of each.
- Walk into any of our authorized dealers shop with enclosed
coupon and get 1 kg snow white washing powder at
20%
discount
Examples