Sales letters

SALES LETTERSIt is a letter that attempts to sell something.

A sales letter reaches our homes, offices and educational institutions, access that is often denied to salesmen.

A sales letter may be particular or general in its appeal.

It may target a specific group like housewives, students, senior citizens, doctors or be directed at families.

Compared to the print and broadcasting media a sales letter is more personalised.

Purpose of sales letter

• Direct sale in case of mail order business• To market new product in potential buyers• To 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 letter

1. Less expensive2. Can reach a client where salesman can not.3. Can focus on a particular section like MR for

Doctors, not wasting resources4. Can go in far flung areas5. Can help in test marketing6. Prospective customer can read it whenever free

with full attention when there is no competition (unlike in paper/ tv)

7. More personal8. It can give complete information

All sales letters must follow the AIDA formula in order to be effective.

AIDA stands for "Attention, Interest, Desire and Action.

1. Attention:It must prevent itself from being discarded in an unopened state. The reader's attention must be captured immediately.

Here are a few opening statements that may be used:

This letter is to warn you about......"This book is now yours." "From this moment onwards life is going to be one long party.

DRAFTING A SALES LETTER

2. Interest: The reader should want to continue reading the letter. Arouse the curiosity of the reader.A few ways of creating interest are:

"Our (product) offers global standards at local prices.' "Using our washing machine is a hands-free experience."

3. Desire: The letter should create desire because of the prestige, profit, accessibility and usefulness of the product. Evidence in support of claims should accompany every letter.

Common set of appeals used in writing sales letters are:• Pride of possession/ status conscious• Instinct to economise• Save time• Health, comfort, cleanliness• Look attractive• Fear 4. Action:

The aim of every sales letter is to get the reader to do what you want them to do such as: - place an order, click on a web site, make a telephone call etc.

"Hurry! Special offer closes on ......“'Offer open upto ......“All you have to do is call......“'Visit our showroom on any working day."

Planning a sales letter

Six stages • Getting knowledge of product• Getting knowledge of target/ customer• Getting knowledge of rivals products• Stressing USP• Deciding on the appeal to be used• Substantiation of the claim by sharing

samples, test reports etc

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