SALES LETTER
SUBMITTED BY
FEMINA FREDY
WHAT IS A 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.
FEATURES OF SALES LETTER
It is used to introduce products or services to consumers.
It use formal letter structures.
It is impersonal because they are sent to more than one
person.
It is a form of advertising.
PURPOSE OF SALES LETTER
Direct sale in case of mail order business
To market new product in potential buyers
obtain an inquiry
To build good will
To prepare the ground for the visit of salesman
To reach sale resistant customers
To expand market
ADVANTAGES OF SALES LETTERS
Sales letters get straight to the reader and can compel more
attention.
It has not to face competition like advertisement.
It is easy to avoid a salesman but not a sales letter.
It has advantage of personal touch.
It is very cheap as compared to other publicity.
DISADVANTAGES OF SALES
LETTERS
A sales letter has to perform various functions in a very
limited space.
It has to arouse interest and desire in a limited space.
Sales letters are uninvited and hence not likely to get a
warm welcome.
FORMULAS FOR ORGANIZING SALES
LETTERS
The most effective formula is known as AIDA
A :- Attention
I :- Interest
D :- Desire
A :- Action
HINTS FOR DRAFTING SALES
LETTERS
• Begin the letter in a manner that arouse curiosity.
• Give a vivid description of the product or service.
• Tell the benefits of the product or service.
• Convince the reader by giving evidence.
• Induce the reader to act at once.
• Offer some attractive schemes.
OPENING STATEMENTS
• There are certain people whom we are glad to welcome as
special customers and YOU are one of them.
• May we take a moment of your time to do you
a favor?
CLOSING STATEMENTS
• Guarantee yourself with a worry-free future by purchasing
our...
• Get today_______ to ensure ultimate economy and win free
coupons worth Rs._________.
• Act now and save Rs.________.
COMPONENTS
• Headline: The headline is the most prominent text on the
sales letter, and is designed to be among the first item the
reader attends to understand.
• Body : This section is typically quite long. This section will
typically contain testimonials from the firm's customers as
well as pictures and information about the product. On the
internet, the body copy may include embedded video or
audio.
• Call to action: All sales letters include a call to action
which is intended to get the customer to commit to
purchasing the product or service, typically without any
further intervention.
• Graphic design: The graphic design of a sales letter is an
important part of the branding. The font, layout, line
spacing, paragraph formatting, images, etc. all have an
effect on the efficacy of the letter.
Sales Letter
MODEL OF SALES LETTER
Your Name
Street Address
City, State, Zip Code
Date: DD/MM/YYYY
Recipient Name
Title
Company Name
Street Address
City, State, Zip Code
Dear (Recipient Name/Title)
In the first paragraph, you may thank the recipient for doing business with you and ensure them
to satisfy with quality of work you will offer them.
In the second paragraph, you should write about the services you will provide them including
time, quality, rates, total payment, benefits of the reader etc. Make sure to provide your contact
details to contact you for future considerations. Write your account number or mode of payment
for making payment for the sale.
Encourage the reader to communicate his future needs regarding the deal in the last paragraph
and make them feel confident that their needs will be fulfilled by you. Once again thank the
reader for doing business with your__________________ ____________________(Company
Name).
Sincerely,
Your Name Title
Enclosure
TYPES OF SALES LETTER
Introductory Sales Letter: This letter is usually sent to
introduce a consumer or business customer to your
company and products. It explains how readers would
benefit from purchasing your products over other brands.
Companies sometimes offer a trial period in an
introductory sales letter. This letter should be limited to
one page. It must grab people's attention, build their
interest and prompt their desire to visit the store to buy
your products.
Product Update Sales Letter: It is to introduce your old
and existing customers of old products about new ones. This
letter describes the advantages of the new products over
older ones. This letter may contain offers for customers to
buy the new product.
Selling Incentive Sales Letter: This letter promotes
existing products among current customers by offering a
discount, rebate or contest prize for a limited time.
Thank You Sales Letter: It is important to thank your
customers for their business. This letter mention how much
you value your customers. Keep it short, and briefly mention
that your products are always available when the customer
needs them.
Invitation Sales Letter: If your company is celebrating
anniversary, a letter is sent to your customers to make them
feel important. Briefly mention your products in the letter,
and invite customers to enjoy the celebration. You may want
to decorate your business establishment or offer free
refreshments for the occasion.
Holiday Celebration Sales Letter: This letter gives you a
chance to offer your product as a potential gift for your
customers' family, friends or work associates. This letter
begins with, "We'd like to wish you a happy holiday season
here at ABC Jewelry. We just received a limited supply of tie
clamps and bracelets with diamond studs that make
wonderful gifts for that special someone. Visit our store now
while the supply lasts."
Lost Customer Sales Letter: The lost customer sales letter
is designed for customers who have not purchased products
or have canceled their service. You should state that you
miss these customers and apprise them of any new products
or specials.
