Sales letters are intended to perform salesperson's function of educating and persuading customers to buy specified products. As compared to salespersons, sales letters are a very cheap medium of pushing up sales and they can search the people. Since sales letters are meant to push sales, they must be drafted in the light of principles of selling goods and services. Before writing sales letter, the first and foremost requirement is identification of reader's interests and needs, and the thorough knowledge of the product or services being offered. The customer is not buying the product or service; he is buying the benefits (of product or service). Hence, we have to approach the customer by telling him the potential benefits from our product or service A good sales letter, like a successful advertisement, captures the attention of the reader, excites his interest and curiosity and induces him to buy the goods or services offered. The purpose of every sales letter as of every advertisement is to convert the reader into a customer.
Thus, an effective sales letter must lead to : Catching the reader's attention. Arousing his desire to buy. Convincing him by substantiating the claims. Motivating him to act quickly to buy the product or service. Promising satisfaction of the prospective client or customer.
Attention
A sales letter must be able to attract the attention of the reader. We may ask a provocative question, make a probable claim or narrate a likely incident. "Would you like more people to know about your business at lower costs?" will invite a better reaction than a facile claim, "We hostweb-sites for a fee."
Interest
If we suceed in holding the attention of the reader, we should try to arouse his interest next. We may do so by appealing to his 'buying motive'. For instance, a doctor or a lawyer would like to be accessible to their clients. So someone selling a mobile handset or service may capitalise on it. An Internet Service Provider (ISP) offers faster surfing and downloads to people annoyed with slow speeds of Internet services.
Desire
The targeted customer should by now need a dose of desire. The buyer may also like to be convinced about the genuineness of claims being made. Phrases such as 'World-wide presence', 'Unlimited warrantees', 'Lifelong validity', 'Free trials', 'Money-back guarantees' are used to do exactly the same. Emphasis on lower hidden costs or 'intangible add-ons' does the rest. Most of the people tempted by these offers forget that nothing comes free in this world.
Action
A sales letter should never ask a prospective buyer to do something difficult. On-site or telephonic orders, pre-paid post cards or a visit to the local store are fine. Providing a toll-free phone number, where the called party rather than the caller party may motivate the prospective buyers to make enquiries.
Satisfaction
The change of AIDA to AIDAS was not incidental. Companies realised that clients and customers demand good value for their money. A sales letter may sometimes carry post cards or self-addressed coverts which will persuade the reader to act upon. For example, "Tomorrow will never come. So why can't you act now? Time is precious. Simply sign the form and mail it to us at once." "You may write a line in the enclosed post card about the day and time. convenient to you to meet our salesman along with free samples at your office." The last para of the sales letter must successfully turn the reader into customer. For example, ."We would not like you to miss this golden opportunity. The attractive bonus is open only for a fortnight. So act now".
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