SALES LETTERA kind of advertising aimed at selling particular kinds of goods or services to selected types of customers.

E.g. drugs to doctors, books to schoolPurpose is to persuade the reader that he needs what you are selling and to get him to buy it. So you make it seem attractive and necessary

Some elementsSome elements

A good one should arouse interest, create A good one should arouse interest, create desire, carry conviction, and induce action.desire, carry conviction, and induce action.

1. Attractive opening1. Attractive opening

Must appeal to buying motive:Must appeal to buying motive:To self esteemTo self esteem

e.g. Are you nervous to take the chair at a e.g. Are you nervous to take the chair at a meeting or to make a speech? If so, you are meeting or to make a speech? If so, you are one of the people for whom this letter has one of the people for whom this letter has been specially written.been specially written.

•To economyTo economyif you are looking for a if you are looking for a means of cutting your means of cutting your

domestic fuel costs by 20 domestic fuel costs by 20 per cent, you should read per cent, you should read

the followingthe following

•To healthTo health“the common cold”, says Dr “the common cold”, says Dr

James Cartier, “ probably causes James Cartier, “ probably causes more lost time at work in a year more lost time at work in a year

than all other ilness put than all other ilness put together.”together.”

•To fearTo fearmore than 50 per cent of people more than 50 per cent of people have eye trouble and in the past have eye trouble and in the past

year no fewer than 16,000 year no fewer than 16,000 people in Britain have lost their people in Britain have lost their sight. Are your eyes in danger?sight. Are your eyes in danger?

•To future prospectdon’t bother to read this letter-if you want to lose your chance of promotion

•To cautiondon’t buy a hearing aid-until you have seen and tested our remarkable invention for good hearing.

2. Explain the product2. Explain the product

Stress such points as quality of the materials Stress such points as quality of the materials used and the special features that make it used and the special features that make it more convenient or efficient than its rivalsmore convenient or efficient than its rivalsthe recorder is a carefully designed high the recorder is a carefully designed high quality stereo apparatus, made from the very quality stereo apparatus, made from the very best components, suitable for both mono and best components, suitable for both mono and full stereo recording and playback. It is full stereo recording and playback. It is supplied with two high quality microphones supplied with two high quality microphones and two loudspeakers separately mounted in and two loudspeakers separately mounted in solid, polished teak cabinets. Its clearly solid, polished teak cabinets. Its clearly arranged controls make for very simple arranged controls make for very simple operation.operation.

3. Make good your claims3. Make good your claims To be convincing, support your claims by To be convincing, support your claims by

evidence-by facts, such as laboratory tests evidence-by facts, such as laboratory tests and sales statistics, and by the opinion of and sales statistics, and by the opinion of other users. You could invite the readers to other users. You could invite the readers to your factory or showroom, offer to send your factory or showroom, offer to send samples, or provide a firm guarantee, etc. samples, or provide a firm guarantee, etc.

remember, we sell these shirts on the remember, we sell these shirts on the clear understanding if they are not clear understanding if they are not satisfactory and completely to your liking, satisfactory and completely to your liking, you can return them to us without any you can return them to us without any obligation whatever and at our expense, obligation whatever and at our expense, and we will refund to you the full amount and we will refund to you the full amount of the price you paid.of the price you paid.

4. Effective close4. Effective close Persuade the reader to take the action you Persuade the reader to take the action you

want-to visit showroom, receive your want-to visit showroom, receive your representative, send sample, or place representative, send sample, or place order. Then provide the reader with a sound order. Then provide the reader with a sound reason why he should reply. For example:reason why he should reply. For example:if you will return the enclosed request card if you will return the enclosed request card (action) we will show you how you can (action) we will show you how you can have the advantages of cold storage and at have the advantages of cold storage and at the same time save money (reason). ORthe same time save money (reason). ORthe special discount now offered can be the special discount now offered can be allowed only on orders placed by 30allowed only on orders placed by 30thth June. June. After that date full catalogue prices will be After that date full catalogue prices will be charged.charged.

Sales appeal to self esteemSales appeal to self esteemDear ReaderDear ReaderYour speech labels you-and the label sticks. People judge you by how you say Your speech labels you-and the label sticks. People judge you by how you say it rather than what you say.it rather than what you say.Many a pretty girl loses her charm when she opens her mouth and many a man Many a pretty girl loses her charm when she opens her mouth and many a man loses his wits if asked to speak in public.loses his wits if asked to speak in public.Your speech reflects your personality and controls the impression you make on Your speech reflects your personality and controls the impression you make on everyone you meet and it is easy to see how your voice can become one of everyone you meet and it is easy to see how your voice can become one of your most powerful assets. That is why we are sending you the enclosed folder your most powerful assets. That is why we are sending you the enclosed folder “how to talk”. Read it carefully and think of the many advantages that can be “how to talk”. Read it carefully and think of the many advantages that can be yours and the confidence you will acquire when your conversation attracts and yours and the confidence you will acquire when your conversation attracts and holds the attention of others.holds the attention of others.If you want to improve your voice and make your conversation more forceful If you want to improve your voice and make your conversation more forceful and convincing, fill in the enclosed form today. An initial payment of $3 and then and convincing, fill in the enclosed form today. An initial payment of $3 and then only $2 for twelve months will bring you the book of instructions and a set of six only $2 for twelve months will bring you the book of instructions and a set of six records. Or, if you prefer, you may send $15 now to cover the total cost and records. Or, if you prefer, you may send $15 now to cover the total cost and save $2. in either case, you may return both book and records within seven save $2. in either case, you may return both book and records within seven days if you are not completely satisfied and we will refund in full whatever days if you are not completely satisfied and we will refund in full whatever money you may have paid.money you may have paid.

Useful expressionUseful expression

OpeningsOpenings We are taking liberty of sending you a copy of our latest catalogue We are taking liberty of sending you a copy of our latest catalogue

and pricelistand pricelist As you have placed many orders with us in the past, we have As you have placed many orders with us in the past, we have

decided to make you a special offer of…decided to make you a special offer of… We feel you will be interested in the new…which we are shortly to We feel you will be interested in the new…which we are shortly to

place on the market.place on the market. Having just made a special purchase of…on very favorable terms Having just made a special purchase of…on very favorable terms

we are able to offer them to you at the following very attractive we are able to offer them to you at the following very attractive prices.prices.

I am sorry to note that we have been without an order from you for I am sorry to note that we have been without an order from you for over…over…

With reference to the offer we made you on…, we regret that we With reference to the offer we made you on…, we regret that we have not yet had an order from you.have not yet had an order from you.

endingsendings We hope you will take full advantage of this exceptional We hope you will take full advantage of this exceptional

offer.offer. We are most anxious to serve you and hope to hear from We are most anxious to serve you and hope to hear from

you very soon.you very soon. We are offering you an article of the highest quality at We are offering you an article of the highest quality at

very reasonable price and hope you will take the very reasonable price and hope you will take the opportunity to try it.opportunity to try it.

We feel sure you will find a ready sale for this excellent We feel sure you will find a ready sale for this excellent material and that your customers will be satisfied with it.material and that your customers will be satisfied with it.

We will gladly arrange for our traveler to call on you if We will gladly arrange for our traveler to call on you if you will complete and return the enclosed enquiry card.you will complete and return the enclosed enquiry card.

We should be pleased to welcome you to our showroom We should be pleased to welcome you to our showroom at any time to give you a demonstration.at any time to give you a demonstration.