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Sales Letters
• Concentrate on a few features of product or service
• Providing convincing evidence of excellence
• Use believable or convincing language
• Introduce price in middle of letter (Ex. 1.99)
• Offer something special when possible
• Include envelopes, telephone numbers.
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Central Idea of Persuasion
People accept what seems to
fit their existing values,
wishes, and attitudes.
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Rational Appeal
• Effective with wholesalers and retailers
• Physical or factual description of product in terms of its makeup and appearance: composition, dimensions, and shape
What it will do for them!
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Emotional Appeal
• Spontaneous desires appeals to senses, social instincts, and elements of human nature--satisfies a desire.
Sells People Not Products!
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Two Studies
• Product Study– Product knowledge about the product. Also
comparison to other products.
• Prospect Study– Knowledge of people
• Emotional Appeal
• Rational Appeal
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Sales Formulas
• The most basic structure for persuasive letters usually has four parts, commonly known as the AIDA formula for sales presentations:
• A- Attract the reader’s favorable attention
• I- Arouse the reader’s interest
• D- Create desire and convince the reader
• A- Make clear the action the reader needs to take.
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AIDCA Formula
• A- Attract favorable attention
• I- Build interest
• D- Create desire
• C- Get conviction
• A- Ask for action
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AIDPPA Formula
• A- Attract attention
• I- Build interest through
• D- Description of the product
• P- Persuade the reader or buyer to react to the desired action
• P- Proof of what will be received
• A- Action
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DDPC Formula
• D- Start by being Dramatic
• D- Continue by being descriptive about
• P- Use persuasive talk--benefits reader or buyer will receive
• C- Clinch by getting desired response leading to specific action
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PPPP Formula
• P- Paint a picture of product and benefits for the reader, buyer
• P- Promise picture will come true if offer is accepted
• P- Prove the pleasing picture will hold “treasures” for the reader.
• P- Push for action
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Attention (promise; star)
• Begin with a relevant statement or a challenging question that entices the recipients to read on because they want to know.
• The starting point begins with the envelope--color, enticing words, fonts, handwritten addresses, announcements.
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Interest (picture; chain)
• Build upon the theme in the attention getting opening. Begin to tell what your project, product, service, or idea is and what it will do for the reader.
• Describe it in two ways:– Physical description– Value or benefits to the reader (appeals)
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Desire and Conviction (prove; chain)
• Readers will desire to do as you request and be convinced if you present proof.
• Give evidence your statements are true
• Include needed facts, pictures, figures, testimonials, tests, samples, guarantees, etc.
• Be aware of your legal responsibilities for truth.
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Action (push; hook)
• Clearly state what the reader should do to comply with your request and gain benefits.
• Make action easy– reply form, envelope, phone number, location
• Induce reader to act now or within a certain time
• End on reader plug which may tie in with your opening attention statement.
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From Satisfied Users
• Facts about users’ experiences with the product. Verifiable reports/statistics.
• Names of other buyers and users.
• Testimonials. Select persons or firms that are bona fide users of the product and whose judgment the reader respects. Be specific. Get users’ permission to use name. Avoid exaggerations.
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From Recognized Testing Laboratories, Agencies, Disinterested Persons
• Performance Tests:– Whenever recognized experts, testing laboratories, or
authoritative agencies in a field relative to your product have made satisfactory performance tests on it, their evidence offers convincing proof. Also, effective are statements, reports, and statistics compiled by impartial, reliable witnesses: Good Housekeeping Seal of Approval, Consumer Reports.
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From the Prospect
• Free Trial:– Nothing provides a more effective form of
proof than letting the prospect try your product on a free-trial basis.
– The customer gets the added benefit of using it before buying or paying for it.
– This sends a message to the consumer that you have absolute confidence in your product.
– Ex: Mrs. Fields Cookies
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Guarantee
• With the guarantee, the customer pays for the product before using it, but gets a written promise that if not satisfied he or she will get a refund (or credit), free repairs, or free replacement of the product.
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Price of Your Product
• Break it down into “easy” weekly or monthly payments
• State it in terms of unit prices ($1.99 each) instead of case lots, dozens, or sets.
• Interpret it on the basis of benefits to be gained
• Emphasize cost on a daily, monthly, or yearly basis (only 3 cents a day)
• Compare it with the amount the average reader spends daily for nonessentials or luxuries
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Attention Openings
• Question: Do you remember….
• Proverbs (retooled): It is better to burn a candle at both ends
• Quotation: All work and no play…
• Forceful: LOVE NEVER ENDS
• Facts: There are 22 million accidents...
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Getting Action
Having convinced your reader that your
product, service, idea is valuable, needed, and worthy of purchase, you must
encourage the most important step--performing the action you request.
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What do you Want?
• State the action you desire
• make action easy
• Date the action (when desirable)
• Offer special inducement to act by specified time (when desirable)
• End with a last reader-benefit plug– credit card, easy payments, no money now, free gift,
free trial, no obligation to buy, premium, special price for a limited time.
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Letters that reply about Products/Services
A person who asks about products or services for sale rightfully expects a prompt, complete, and coherent reply.
• Develop the interest that prompted the inquiry and
• Make a bid for the sale
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Letters that Reply
• Answer all inquiry letters promptly and courteously. A prompt reply demonstrates a basic interest in people and their needs.
• Be as helpful as possible by giving complete information even if it means doing more than the inquirer asked. (Goodwill)
• Show an interested, gracious attitude. “No-help-at-all” replies can be pleasing in tone.
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Letters that Acknowledge Orders
Order responses may be classified by specific types:
• Standard/routine acknowledgment
• Defective-order acknowledgment
• Back-order
• Misdirected order
• Substitute order
• Combination acknowledgment
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Acknowledgement of First Order
• Sending the ordered items:– State what, when, and how shipped. State
when (approximately) shipment should reach destination. Express appreciation for order and remittance.
– Avoid trite, vague language such as “We have shipped your order. Say: The bedspread (#204) you ordered on September 4 was sent to you today by UPS.
– Use specific resale talk
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