Zhu & Hildebrandt (2013), sales letters are important part of any company that is trying to sell products and services. They are letters sent to prospective customers to solicit their responses. Writing a sales letter can be the best way to draw the attention of the people’s towards the business. A good sales letter accomplishes a lot in a short amount of time. One of the key objectives of a sales letter is to spark the imagination and curiosity of the reader. Sparking the imagination of readers means connecting them and making them aware about the product and services so that they can easily make a decision and the main aim of sales letter is to help in decision making by providing the clear information about the product and services. It is said that putting in the shoe of customers or readers is the best way to spark the imagination of readers.
Sales letter is a practical and effective method to attract people’s attention to our business in a short period of time. According to Bell & Smith (2006), there are four ways to spark the imagination of readers through sales letter, and they are - proposing unique positioning, providing an impressive name, mentioning local people, places, and events with empathizing the reader.
1. Unique positioning for the reader
The starting sentences of the sales letter should imply that the marketer can do something or offer something that is unique. Presenting the unique way will grab the attention of the readers. We must connect with the value level of the readers so that they feel connected. For instance; DTH-Direct to Home service provider in Nepal can start a sales letter for new service by writing "DTH with true HDTV brining natural and live”.
2. Impressive name
The marketer can use impressive name in the sales letter and then relate the reader to that name. Bajaj Avenger’s new ‘Feel Like God’ not only purposes an impressive name but also associates the feeling of god with the customers.
3. Mentioning local places, name or events
If the sales letter contains people, places or events that have something common with the client, they feel a sense of familiarity and attachment with the sales letter which keeps them interested in the sales letter.
For instance; GoldStar, Nepali brand shoes make the feelings toward every Nepalese. It was a brand which was made in Nepal and it has reputation for lasting long.
4. Empathizing
Empathizing with the reader in the sales letters makes the reader feel that the marketers understand what they are going through. We can take the example of Insurance Company. When we see slogans like "We insure your Life. Because you never know.” then we feel empathy on it so that we insure.
Therefore, to spark the imagination of the readers we should not only focus on product selling but also building a trust that will connect with the emotions of the customers.
References
Bell, A. H., & Smith, D. (2006). Management Communication . John Wiley and Sons Inc.
Zhu, Y., & Hildebrandt, H. W. (2013). Effective Persuasion of International Business Sales Letters. Management International Review, 53 (3), 391-418.
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Zhu & Hildebrandt (2013), sales letters are important part of any company that is trying to sell products and services. They are letters sent to prospective customers to solicit their responses. Writing a sales letter can be the best way to draw the attention of the people’s towards the business. A good sales letter accomplishes a lot in a short amount of time. One of the key objectives of a sales letter is to spark the imagination and curiosity of the reader. Sparking the imagination of readers means connecting them and making them aware about the product and services so that they can easily make a decision and the main aim of sales letter is to help in decision making by providing the clear information about the product and services. It is said that putting in the shoe of customers or readers is the best way to spark the imagination of readers.
Sales letter is a practical and effective method to attract people’s attention to our business in a short period of time. According to Bell & Smith (2006), there are four ways to spark the imagination of readers through sales letter, and they are - proposing unique positioning, providing an impressive name, mentioning local people, places, and events with empathizing the reader.
1. Unique positioning for the reader
The starting sentences of the sales letter should imply that the marketer can do something or offer something that is unique. Presenting the unique way will grab the attention of the readers. We must connect with the value level of the readers so that they feel connected. For instance; DTH-Direct to Home service provider in Nepal can start a sales letter for new service by writing "DTH with true HDTV brining natural and live”.
2. Impressive name
The marketer can use impressive name in the sales letter and then relate the reader to that name. Bajaj Avenger’s new ‘Feel Like God’ not only purposes an impressive name but also associates the feeling of god with the customers.
3. Mentioning local places, name or events
If the sales letter contains people, places or events that have something common with the client, they feel a sense of familiarity and attachment with the sales letter which keeps them interested in the sales letter.
For instance; GoldStar, Nepali brand shoes make the feelings toward every Nepalese. It was a brand which was made in Nepal and it has reputation for lasting long.
4. Empathizing
Empathizing with the reader in the sales letters makes the reader feel that the marketers understand what they are going through. We can take the example of Insurance Company. When we see slogans like "We insure your Life. Because you never know.” then we feel empathy on it so that we insure.
Therefore, to spark the imagination of the readers we should not only focus on product selling but also building a trust that will connect with the emotions of the customers.
References
Bell, A. H., & Smith, D. (2006). Management Communication . John Wiley and Sons Inc.
Zhu, Y., & Hildebrandt, H. W. (2013). Effective Persuasion of International Business Sales Letters. Management International Review, 53 (3), 391-418.