Communicative WritingWeek 12 – Sales and Fundraising Letters

MMC120Instructed by Hillarie

Zimmermann

Today’s Class

• Sale and Fundraising letters- mini lecture

• Begin in-class assignment• Your print ads are due today• Review homework

Sales LettersPurpose & Audience

• A business letter that attempts to persuade the recipient to buy a product

• Audience should be “one person” even if the letter is being sent to many people

• A successful sales letter focuses on benefits to the target audience

Sales LettersFormat

• Business-letter format• Delete the recipient information from

the heading• Do not include a date• Utilize design elements• Often exceed one page in length• Often includes a P.S. (postscript) at the

end of the letter

The Facts of Life• Most people have some form of buying

resistance.• People are motivated to buy based on

their emotions.• There are two things that truly motivate

people … the promise of gain or the fear of lose.

Universal Motivators• To be wealthy • To be good looking • To be healthy • To be popular • To have security • To achieve inner peace • To have free time • To have fun

Writing Plan• Gain attention (stand out from the

competition) – begin with a teaser/hook• Build interest (emphasize the central

selling points and appeal to the reader’s needs) – create a sense of need or desire

• Present your product as the solution• Ask for the sale!

Or There is the 11-Step Writing Plan!

• Get attention • Identify the problem • Provide the solution • Present your credentials • Show the benefits • Give social proof • Make your offer • Inject scarcity • Give a guarantee • Call to action • Close with a reminder

How Can You Gain Attention?• Mystery• Quotation• Impressive Fact• Striking Image• Thought provoking image• Thought provoking question• Appeal to emotion• Point of Agreement

Headlines/Hooks That Work…

• “HOW TO _____________________”People love to know how to do things.  When combined with a powerful

benefit the “How to” headline always gets people’s attention.  In fact, they’re probably the two most powerful words you can use in a headline. 

• “SECRETS OF _________________ REVEALED!”People always want to know “insider secrets.”  We love to know things

that other people aren’t privy to.  Knowledge is power and those who have it feel powerful.  Besides that, most of us enjoy a good mystery, especially in the end when the “secret” is revealed.

• WARNING: DON’T EVEN THINK OF ___________ UNTIL YOU ___________.Remember that people are motivated by fear of loss more than the

promise of gain?  Well, the “warning” headline screams fear.  The word “warning” demands attention and combined with something of interest to the reader, is a very powerful headline.

How Do You Build Interest?• Identify a problem then

agitate• Examples• Details• Facts and Stats• Expert Opinion

Provide the Solution• Introduce yourself, your

product and/or your service• Relieve the reader’s mind by

telling them that they there’s no need to struggle through all their problems because your product or service will solve it for them.

Present Your Credentials• Successful case studies • Prestigious companies (or people)

you have done business with.• The length of time you’ve been in

your field of expertise • Important awards or recognitions

Show the Benefits• Now it’s time to tell the reader

how they will personally benefit from your product or service

• Don’t make the common mistake of telling all about the features of your product without talking about the benefits. 

What’s in it for me?• The need for control

• Save time• Save money• Simplify a task• Easy to use

• The need for companionship• Improve appearance• Increase acceptance and belonging• Be fashionable

• The need for confidence• Lead to praise and accomplishments• Improve skills and knowledge• Improve status• Give pride of ownership

Give Social Proof• Provide testimonials.• Websites where people

have made comments.• Pictures and the names of

people who have been satisfied with your product.

Make Your Offer• The best offers are usually an

attractive combination of price, terms, and free gifts. For example, if you were selling a car your offer might be a discounted retail price, low interest rate, and a free year of gas.

• Offer a guarantee to take the risk out of the purchase for the customer.

Inject Scarcity Into the Offer

• Most people take their time responding to offers, even when they are irresistible. 

• To motivate people to take action they usually need an extra incentive. 

• You can create a feeling of scarcity by telling your reader that either the quantity is in limited supply or that your offer is valid for only a limited time period.

Call to Action• Your call to action must be

“action-oriented.”  • You can do this using words

like ‘Pick Up the Phone and Call Now!” or “Tear Off the Order Form and Send It In Today!” or “Come to Our Store by Friday and …” 

• Be explicit and succinct in your instructions.

Make Sure You Communicate Your Strategic Message

• Develop a SMP before writing your sales letter• Develop a profile of your target audience• One, strong clear message• “Target audience, you should buy this product

because ________”. Incorporate this strategic message somehow in your sales letter.

Fundraising LettersPurpose & Audience

• An unsolicited business letter sent to potential donors on a mailing list

• Used to raise money, identify new donors, increase visibility, boost public relations, and publicize new programs.

• The message is emotional and benefit-driven.• It shows that the reader can make a

difference.

Fundraising LettersFormat

• Business-letter format• Delete the recipient information from the

heading• Do not include a date• Utilize design elements• Often exceed one page in length• Often includes a P.S. (postscript) at the end of

the letter• Can be part of a larger package

Writing Plan• Gain attention – begin with a teaser/hook• Present an emotional description of the need – state the

cause• Present your organization as a solution to the problem• Ask for a donation• Offer an incentive (optional section)• Re-evoke the sense of need or desire and again ask for

a donation – create a sense of urgency• Offer a thank you• Add a P.S.

How Can You Gain Attention?• Mystery• Quotation• Impressive Fact• Striking Image• Thought provoking image• Thought provoking question• Appeal to emotion• Point of Agreement

State the Cause• The credentials of your charitable organization

can also be listed here.• This part is absolutely essential and should be

the longest part of your fundraising letter. Use about 150 words in this section.

• You should clearly identify a critical need. • Explain how your organization can effectively

address that need.

Solicit a Contribution• This is another required section. • This part of the fundraising letter should be

concise and to the point—about 30 to 50 words.

• List the benefits of supporting the cause and then ask for a specific donation amount.

• Explain to the potential donor how much charitable contributions in this amount have helped your cause in the past, but that the need is still great.

Learn from the Best• Plan Canada• Salvation Army• Food bank• Red Cross

In-class Assignment

Choose one of three options. Due next class – April 11. Begin working on your assignment now.

What to expect next class…

• No in-class lecture.No in-class lecture.• Spend class time working on your IAP.Spend class time working on your IAP.• I want to meet with each group to discuss I want to meet with each group to discuss

your project.your project.

Homework

• Fundraising/Sales letter – due April 11Fundraising/Sales letter – due April 11• IAP due April 18IAP due April 18• April 18 class – IAP presentationsApril 18 class – IAP presentations