Sales Letters

• Concentrate on a few features of product or service

• Providing convincing evidence of excellence

• Use believable or convincing language

• Introduce price in middle of letter (Ex. 1.99)

• Offer something special when possible

• Include envelopes, telephone numbers.

Central Idea of Persuasion

People accept what seems to

fit their existing values,

wishes, and attitudes.

Rational Appeal

• Effective with wholesalers and retailers

• Physical or factual description of product in terms of its makeup and appearance: composition, dimensions, and shape

What it will do for them!

Emotional Appeal

• Spontaneous desires appeals to senses, social instincts, and elements of human nature--satisfies a desire.

Sells People Not Products!

Two Studies

• Product Study– Product knowledge about the product. Also

comparison to other products.

• Prospect Study– Knowledge of people

• Emotional Appeal

• Rational Appeal

Sales Formulas

• The most basic structure for persuasive letters usually has four parts, commonly known as the AIDA formula for sales presentations:

• A- Attract the reader’s favorable attention

• I- Arouse the reader’s interest

• D- Create desire and convince the reader

• A- Make clear the action the reader needs to take.

AIDCA Formula

• A- Attract favorable attention

• I- Build interest

• D- Create desire

• C- Get conviction

• A- Ask for action

AIDPPA Formula

• A- Attract attention

• I- Build interest through

• D- Description of the product

• P- Persuade the reader or buyer to react to the desired action

• P- Proof of what will be received

• A- Action

DDPC Formula

• D- Start by being Dramatic

• D- Continue by being descriptive about

• P- Use persuasive talk--benefits reader or buyer will receive

• C- Clinch by getting desired response leading to specific action

PPPP Formula

• P- Paint a picture of product and benefits for the reader, buyer

• P- Promise picture will come true if offer is accepted

• P- Prove the pleasing picture will hold “treasures” for the reader.

• P- Push for action

Attention (promise; star)

• Begin with a relevant statement or a challenging question that entices the recipients to read on because they want to know.

• The starting point begins with the envelope--color, enticing words, fonts, handwritten addresses, announcements.

Interest (picture; chain)

• Build upon the theme in the attention getting opening. Begin to tell what your project, product, service, or idea is and what it will do for the reader.

• Describe it in two ways:– Physical description– Value or benefits to the reader (appeals)

Desire and Conviction (prove; chain)

• Readers will desire to do as you request and be convinced if you present proof.

• Give evidence your statements are true

• Include needed facts, pictures, figures, testimonials, tests, samples, guarantees, etc.

• Be aware of your legal responsibilities for truth.

Action (push; hook)

• Clearly state what the reader should do to comply with your request and gain benefits.

• Make action easy– reply form, envelope, phone number, location

• Induce reader to act now or within a certain time

• End on reader plug which may tie in with your opening attention statement.

From Satisfied Users

• Facts about users’ experiences with the product. Verifiable reports/statistics.

• Names of other buyers and users.

• Testimonials. Select persons or firms that are bona fide users of the product and whose judgment the reader respects. Be specific. Get users’ permission to use name. Avoid exaggerations.

From Recognized Testing Laboratories, Agencies, Disinterested Persons

• Performance Tests:– Whenever recognized experts, testing laboratories, or

authoritative agencies in a field relative to your product have made satisfactory performance tests on it, their evidence offers convincing proof. Also, effective are statements, reports, and statistics compiled by impartial, reliable witnesses: Good Housekeeping Seal of Approval, Consumer Reports.

From the Prospect

• Free Trial:– Nothing provides a more effective form of

proof than letting the prospect try your product on a free-trial basis.

– The customer gets the added benefit of using it before buying or paying for it.

– This sends a message to the consumer that you have absolute confidence in your product.

– Ex: Mrs. Fields Cookies

Guarantee

• With the guarantee, the customer pays for the product before using it, but gets a written promise that if not satisfied he or she will get a refund (or credit), free repairs, or free replacement of the product.

Price of Your Product

• Break it down into “easy” weekly or monthly payments

• State it in terms of unit prices ($1.99 each) instead of case lots, dozens, or sets.

• Interpret it on the basis of benefits to be gained

• Emphasize cost on a daily, monthly, or yearly basis (only 3 cents a day)

• Compare it with the amount the average reader spends daily for nonessentials or luxuries

Attention Openings

• Question: Do you remember….

• Proverbs (retooled): It is better to burn a candle at both ends

• Quotation: All work and no play…

• Forceful: LOVE NEVER ENDS

• Facts: There are 22 million accidents...

Getting Action

Having convinced your reader that your

product, service, idea is valuable, needed, and worthy of purchase, you must

encourage the most important step--performing the action you request.

What do you Want?

• State the action you desire

• make action easy

• Date the action (when desirable)

• Offer special inducement to act by specified time (when desirable)

• End with a last reader-benefit plug– credit card, easy payments, no money now, free gift,

free trial, no obligation to buy, premium, special price for a limited time.

Letters that reply about Products/Services

A person who asks about products or services for sale rightfully expects a prompt, complete, and coherent reply.

• Develop the interest that prompted the inquiry and

• Make a bid for the sale

Letters that Reply

• Answer all inquiry letters promptly and courteously. A prompt reply demonstrates a basic interest in people and their needs.

• Be as helpful as possible by giving complete information even if it means doing more than the inquirer asked. (Goodwill)

• Show an interested, gracious attitude. “No-help-at-all” replies can be pleasing in tone.

Letters that Acknowledge Orders

Order responses may be classified by specific types:

• Standard/routine acknowledgment

• Defective-order acknowledgment

• Back-order

• Misdirected order

• Substitute order

• Combination acknowledgment

Acknowledgement of First Order

• Sending the ordered items:– State what, when, and how shipped. State

when (approximately) shipment should reach destination. Express appreciation for order and remittance.

– Avoid trite, vague language such as “We have shipped your order. Say: The bedspread (#204) you ordered on September 4 was sent to you today by UPS.

– Use specific resale talk