Sales letter is a form of persuasive letter that intends to sell a product or service. The sales letter is effective only when the readers are persuaded or motivated to buy a particular product or service after reading the letter. Sales letter should focus on "you - the readers” not "I - the writer” and emphasize on feelings rather than features to appeal the potential customers. Before writing the sales letter, we need to know the readers and include content that may arouse their needs (Bell & Smith, 2006). The sales letter should spark the imagination and curiosity of the readers that can be done in following four ways:
1. Suggest in the first sentence that you can do something unique for the reader: Readers may get multiple sales letter each day. In order to make them invest their time in reading our sales letter, we need to grab their attention from the very first sentence by making it unique, exciting and interesting. The words that stimulate curiosity and create enthusiasm should be used in the beginning so that they would read further. For example: Health at home offers you new dimensions of health care service.
2. Drop an impressive name, if appropriate, and associate the reader with that name: Everybody wants to be praised and admired. This is the human nature and we can use this to our benefit in sales letter. For this, we need to know the readers and associate them with the name of a person they admire. This will make the reader feel connected and important, and they will continue reading the sales letter. For example: Politician, Gagan Thapa, like you understands the importance of innovation in health care.
3. Mention local people, places, and events if possible: People will feel a sense of belongingness if local people, places and events are presented as a part of sales letter. It will trigger them subconsciously to go through the entire letter. For example: Health at home has won the trust of people in Chabahil through its unique services.
4. Empathize - feel with your reader: We can grab the attention of the readers by making them feel that we are also one of them and we can relate to their feeling and emotions. For example: We all are worried about the health of our loved ones, especially when we are not around them.
Sales letter can be an effective tool for attracting new businesses. So it should be carefully planned and written (Brennan, 2016).
References
Bell, A. H., & Smith, D. M. (2006). Management Communication (3rd ed.). New York: Wiley.
Sales letter is a form of persuasive letter that intends to sell a product or service. The sales letter is effective only when the readers are persuaded or motivated to buy a particular product or service after reading the letter. Sales letter should focus on "you - the readers” not "I - the writer” and emphasize on feelings rather than features to appeal the potential customers. Before writing the sales letter, we need to know the readers and include content that may arouse their needs (Bell & Smith, 2006). The sales letter should spark the imagination and curiosity of the readers that can be done in following four ways:
1. Suggest in the first sentence that you can do something unique for the reader: Readers may get multiple sales letter each day. In order to make them invest their time in reading our sales letter, we need to grab their attention from the very first sentence by making it unique, exciting and interesting. The words that stimulate curiosity and create enthusiasm should be used in the beginning so that they would read further. For example: Health at home offers you new dimensions of health care service.
2. Drop an impressive name, if appropriate, and associate the reader with that name: Everybody wants to be praised and admired. This is the human nature and we can use this to our benefit in sales letter. For this, we need to know the readers and associate them with the name of a person they admire. This will make the reader feel connected and important, and they will continue reading the sales letter. For example: Politician, Gagan Thapa, like you understands the importance of innovation in health care.
3. Mention local people, places, and events if possible: People will feel a sense of belongingness if local people, places and events are presented as a part of sales letter. It will trigger them subconsciously to go through the entire letter. For example: Health at home has won the trust of people in Chabahil through its unique services.
4. Empathize - feel with your reader: We can grab the attention of the readers by making them feel that we are also one of them and we can relate to their feeling and emotions. For example: We all are worried about the health of our loved ones, especially when we are not around them.
Sales letter can be an effective tool for attracting new businesses. So it should be carefully planned and written (Brennan, 2016).
References
Bell, A. H., & Smith, D. M. (2006). Management Communication (3rd ed.). New York: Wiley.
Brennan, M. (2016). 5 Tips for Writing a Sales Letter That Works . Retrieved from Business 2 Community: business2community.com/sales-manag...