Do Short, Powerful Phrases Enhance The Impact Of Your Sales Letter
The basic aim of every business is to enhance stakeholder value.
Whether you
are keen on generating a huge response from a newspaper or magazine ad, a
direct sales letter, or an Internet site, the basic fact you need to realize is
"What is it that makes your business tick?"
A chief and extensively used form of marketing communication tool is the sales
letter. It can construct your client base and increase your sales.
What is so special about sales letters that are always read?
What is it about the
sales letters that sell products? What is the secret to sales letters that keep
readers reading until the final line? Why do we buy on the basis of some sales
letters and not others, even though they offer the same benefits and features?
Sales letters can portray numerous kinds of information. For example:
a) It makes you aware of the product and services that you are offering.
The primary and major reason for using sales letters as a marketing tool is to
make the customer conscious of your product or service by providing adequate
facts to appeal to the reader.
b) Make an excuse for futures appointment
Sales letter may be used to organize the consumer for contacting in future
appointment—for example, visiting him personally or calling him up for
appointments.
c) Replying to enquiries.
If at a previous date, the customer asked for additional information about a
specific product or service, a sales letter can be sent to respond to their
queries. This, in itself, can create ground to sell the product and service.
d) General Information
A sales letter can notify the consumer of the latest offers, products, services,
sales, and so on. It can be any other information that you feel will interest the
reader.
The consumer may have specially asked you to inform him about such
information and/or you may target consumer groups exclusively.
To help in establishing how you should write your sales letter, it is important to
map out your objectives. Once you are clear about your objective, it will be easy
for you to adopt the required technique. Here can be a few of them:
a) For selling any Product or Service
If your sole aim is to sell your products or service, you need to convince people.
You need to use words that will convince the prospect of your product or
service. Remember, do not be pushy. Talk in a conversational tone.
b) To Notify the Customer
If your sole objective is to provide the consumer with all essential information
about your business or product or service? Such sales letters are, as a result,
usually escorted with leaflets and other inserts to give such information.
c) To Get a Response
The prospects may contact you for many reasons other than wanting to buy the
product or service.
It can be for further information, a free sample/trial, a
personal visit, etc. Habitually, consumers do not like buying without physically
seeing or trying out the product/service. So you must keep an option to
demonstrate open. This also helps build credibility. The prospect will feel that
you are genuinely interested in them and not just there to sell your products.
Everyone can write a wonderful sales letter. Sure, you may have to study some
new skills.
Always know, the famous copywriters of today weren’t born knowing
how to write great sales letters. All of them started from scratch.
They also had
their initial trouble and failures. But they persisted. In fact, once you know how
to play the game, you will yourself realize that writing an effective sales letter
is like child’s play
