PARTS OF SALES LETTER

PARTS OF A SALES LETTER

"SALES LETTER:NOT ANNOUNCEMENT"

HEADLINES

FIRST PARAGRAPH

SECOND PARAGRAPH:

CREATING INTEREST AND DESIRE

THIRD PARAGRAPH-

CONVINCING THE READER

P.S PART

The postscript of the sales letters, according to yudkin (1999),

is the second most read element in the letter after the headline.

As such, it should Mobilize the reader to act immediately.

Provide an incentive for acting fast, or toss in an additional bonus. For instance:

P.S. Charge your membership to your credit card in four equal payments for no additional cost---

and receive a full color desk calendar if you respond by November 10.

The question of price

You can lessen the impact of price by showing it in small units, comparing it with the prices of the competitors, offering discounts or by associating the price with the readers’ benefits.

EXAMPLES:

EXAMPLE:

In a month, you will be able to save 500php if you buy this lamp.

Sharon Cuneta once said “If I don’t believe in a product, I’ll never endorse it.” now she’s endorsing a feminine wash. She surely trusts

This is the most important of all steps; hence, you have to be very definite and strongly tempting. You can do this by following any of these:

1.Offering special terms and inducements

Motivate the prospects by explaining to them the benefits they can get when the deadline is met.

• You can consider applying any of the following tactics:
• Reduction in price
• Installment mode of payment
• Free trial
• Offering free gifts
• Emphasis of a limited supply
• Setting a deadline for the action.

*If you think fanning pollution away from our face is enough to protect you from its harmful effects, think again…. (Conzace Antioxidant)

*Skin problems? All of us heard enough promises. Today, there is a clean solution at…(New Glow Facial Center and Skin Clinic)

After attracting the attention and arousing the interest of the prospective buyers, you have to convince them that your products are worth buying for using evidences. These are:

• Facts and figures concerning the product
• Free trials
• Testimonials
• References
• Samples
• Guarantees
• Test
• Statement of savings and economics

Examples:

A librarian wants to convince the administration to purchase new books. She could use:

Rational Appeal

“New books will enhance the knowledge of our students. When we produce quality graduates, many will be enticed to enroll here.”

Your first paragraph may start with any of the following:

1.Irresistible offer

2.Famous name

3.Question

4.Slogan, a quotation or maxim

5.News items

6.Statement of significant facts; its uses or value to the prospect

7.Striking parallel

8.Appropriate annecdote

9.Split opening

10.Solution to a problem

~Attracting the attention of the prospect.

2. Specifying the action desired

What a specific action do you want your reader to do? To call your office? To fill up a form? To see a demonstration? To initiate the visit of a sales person?

Be specific with the action. Do not give alternatives to your reader. Just have one action– one easy action.

EXAMPLE:

Just fill the enclosed order form and send it to us ASAP. The offer lasts up to August 31 only. So hurry! Experience the benefits of our products

Your main intention here is to catch the attention of the reader to read your letter; hence be sure that you

follow the standards of letters in terms of stationery,

color ribbon, letter style and other mechanical aspects.

Emotional Appeal

“If we would not buy books, our accreditation might be deferred.”

Ethnical Appeal

“It’s only fair that we buy new books this year. The last time we bought books was three years ago. Other schools have purchased new books now.”

3. Providing facilitating devices such as e-mail links, reply forms and postage.

Necessary facilitating devices such as order blanks, order cards,

and postcards or envelopes already addressed and

requiring no postage can move the reader to act immediately.

They reassure the reader that what you are asking is simple and requires little time and effort.

EXAMPLES

*Finally, here is a medicine that will surely cure your diabetes!

*Free cap for every purchase of water dispenser!

*Enjoy the beauty of life by capturing it with a digital camera

To attract attention, the headline may be centered or be put inside a colored textbox. The font style may be changed. Use “power words” like “you.” “finally,” “at last,” “free,” “proven,” “imagine,” “fast,” “cheap,” “enjoy,” “now,” “Learn,” and others .