Writing an effective sales letter requires 4
tasks to be performed skillfully:
- Draw customer's attention
- Build on interest
- Convince customer
- Concliude in an action
Last week we discussed first two tasks on how to attract
customer's attention and build interest. This week, we discuss
final two tasks - convincing customer and lead him/her to
some action.
Task Number Three - Convincing Customer
If you have done your work well to this point, the reader
is already interested and is partially convinced. In this
crucial stage, you must convince the reader that it is to
his/her advantage to buy your product or use your service.
To complete the sale - you must show what buying your product
would mean to the reader.
Example A:
The wide range of Indian export companies that we work
with ensure that you get just the items you are looking
for at competitive price. Whether it is baby wear, children's
wear, ladies and men's outer and underwear, leather wear,
socks, belts, bags, shoes, or household items such as bed
linen, towels, bathrobes, or table clothes we can make sure
that you get the quantity you need at the best possible
price. And our highly experienced quality control staff
ensure that the garments are of good quality.
Final Task - Always Conclude in an Action
The last paragraph of your sales letter must be about some
action. You have now reached the point where you must move
the reader to act - the last paragraph must tell the reader
what to do to get the product. Avoid any kind of confusion
or take things for granted - tell the reader exactly what
you want him or her to do. Do not leave it there - make
sure ordering/inquiry or whatever you want him/her to do
is easy and painless. For example, the desired action may
be to go to your web site and order or get more information.
Even the most highly motivated and excited customer will
not act if the action you are requesting is too difficult
Example A:
Our company is expanding its market to include North America
and we would like very much to do business with you. Enclosed
is our price list (brochure) describing our wide range of
products. I would welcome the opportunity to introduce you
to our line of home furnishing textiles and made-ups. For
more information or to place an order, please visit our
web site at http://www.excellenthome.com.
Example B:
If you would like to take advantage of the services that
ABC Buying Agency has to offer your company, please log
on to our web site at www.abcbying.com or contact us by
telephone or fax at +91 (11) 1234567 Thanking you and looking
forward to hearing from you soon.
Example C:
To Place order for glass beads, please visit http://www.bestglassbeads.com/place_order.htm
or fill out the enclosed order form and send it to us by
fax or post to our office in Mumbai. You will soon find
the difference our glass beads bring in your beaded garments
and lamp shades.
Next time you prepare a sales letter - look for the features
discussed. You will soon find the difference between a carefully
planned sales letter and an un-planned one.
