TyroCity

Discussion on: Sparking imagination of a reader in a sales letter

Collapse
 
sachitabhattarai profile image
Sachita_Bhattarai

Sales letter helps to make a professional impression on the readers. Business without sales is nothing thus, a wisely written sales letter can help to convince the clients to part their hardly earned cash on your business. The sales letter is the most personal, one-to-one form of advertising there is (Nicastro, 1999).

As mentioned in the book “Managerial Communication” by (Arthur H. Bell, 2014), “The introductory sentence in the sales letter should get the reader’s attention and then guide it meaningfully to consider a worthwhile product or service.”

Here are the four ways that can spark the imagination of a reader in a sales letter:

Start with the sentence that grabs the reader’s attention

In the first sentence of a letter, the company can highlight the benefits that the reader will get from dealings with your company. We all as a customer or client search uniqueness in the product that we buy. A reader will never want to read or buy the same thing repeatedly. In the first sentence, when the writer mentions that their product is different and unique from others, this helps to arouse curiosity among the reader, which force them read the letter further to find out the uniqueness.

For example, how would you like to make more space in your kitchen? Well, the solution is enclosed to that is enclosed with this letter.

Drop an impressive name, if appropriate, and then associate the reader with that name.

The use of the ‘name’ of big personalities will make the reader think that his/her thoughts matches with them. This will create a sense of confidence in the reader. Let us take an example:

Steve Jobs, like you, believes in innovating new technology and making life easier.

In this sentence, by using the name of Steve Jobs (the founder of Apple), the writer is trying the catch the eyeballs of the reader to read the sentence and connecting the reader with the person’s thoughts will make the reader desire to read more.

Mention local people, places, and events, if possible

The use of local people, places and events will help to connect the reader with the sales letter. This will help to make a good impression on the reader.

Empathize- feel with your reader

One cannot command people to buy their products. The company need to empathize with them. They need to politely inform that they can fulfill their requirements by first understanding their actual problem and necessities. In sales letter, the writer needs to sound concerned and encouraging at the same time. The readers from the letter must feel that by using their product will solve all their problems. Explain to your reader how things can be turned for the better and how he or she can use your services to increase his or her business (Hallan, 2008).

Therefore, the sales letter must be clear and concise which can help to grab the attention of the reader soon.

References
Arthur H. Bell, D. M. (2014). Management Communication, 3rd edition. Delhi: John Wiley & Sons.

Hallan, A. (2008, September 24). Creating an engaging sales letter . Retrieved from Show empathy and converse with your readers: credible-content.com/blog/creating... 22

Nicastro, E. (1999). Effective sales letter is a personal communication. The Business Journals .