Report_ Sales Letter

What is sales Letter? • Sales Letter is an effective means of securing business by persuading its recipient to buy a certain product or service the letter-sender deals with. • This piece of document is highly specialized in that the writer should have the expertise to write about either one of them.

The uses of sales letters •When these letters are sent through the mails. Product such as books, magazines, furniture, fresh fruits, fish and poultry can be sold directly to the consumers. Such letters are accompanied with sales presentations, illustrated circulars and reply cards, order blanks and reply envelopes. Recipients of letters can be manufacturers and retail and wholesale outlets.

The uses of sales letters •Sales letters can be used to solicit inquiries and are to be followed up by letters, telephones or personal cards. •They can also serve as follow-up letters to advertisements found in newspapers and magazines printed matters are sometimes enclosed in said letters.

The uses of sales letters •To retail store owners, sales letters can arouse customer interest with its concomitant come-on invitation-to visit their stores and buy the merchandise therein. •They can serve as instruments of goodwill when they thank customers for their patronage, extend the season’s greetings, announce new conveniences or services, and in other ways cultivate relationships indirectly leading to sales.

Guidelines on writing sales letters • Identify your audience and limit your letter to such audience. Determine the needs of this groups and bear in mind exactly what you want to do after reading your letter. • Begin your letter with a striking statement. You may ask a question, offer a free gift, employ a “how to” statement, or use flattery. In short, hook your reader into reading further.

Guidelines on writing sales letters •Call attention to the product; appeal. Persuade the reader that your offer is so desirable that he/she cannot resist it. •Present evidence of your product’s application. Emphasize its convenience, usefulness and economy. Endorsement, guarantees and special features may be highlighted.

Guidelines on writing sales letters • Finally, urge your reader to action. Suggest an appointment or invite them into the area for an ocular examination of the product and, as a clincher, mention its reasonable price. Remember that the test effectiveness of a sales letter is the number of sales its brings in.

Guidelines on writing sales letters •Avoid the following pitfalls : Do not be patronizing or condescending. Do not write over the head of your reader. Do not use complex, trite, or exaggerated words and phrases. Do not claim too much for the product and emphasize too many points in one letter. Understatement is often more effective than wild claims and high pressure. Never assume that your prospect knows about your product or remembers what you said in a previous letter. Your letter should aim at creating a mood-an atmosphere conducive to obtaining the results you want.

Sample of Sales Letter

SANTOS TRADING, INC. 55 Congressional Avenue Dasmarinas, Cavite

Mrs.Dahlia consuelo No.2 Main Avenue Windward hills Subdivision Dasmarinas, Cavite Dear Mrs. Consuelo: Would you like to eliminate drudgery and time wasting laundry work done by hand, thus saving precious moments for other household chores? We are introducing our newly made available Goldstar -Lavandera washing machine designed to lighten your clothes-washing task. This Goldstar-Lavandera is 2.5 feet in height with all four sides measuring 1.5 feet, thus occupying a small space in your working area. It is equipped with over-flow and drain pipes, a water inlet and automatic wash timer and can, therefore, be left to function by itself while your attention is focused on other important activities. The machine is a miser in its consumption of electricity and its pulsating action is kind to all types of fabric and yet very effective in its cleaning power. Our Limited supply could hardly cope with the demands of housekeepers for its service. We are, therefore, inviting you for a timely visit at our display rooms in the above address for a visual examination of the machine, and its reasonable cost could hardly be felt as a drain in your pocket. Yours very truly, Luigi T. Ballesteros Sales Manager SANTOS TRADING, INC