- Chooseoneofthefollowing,andwriteasalesletteraddressedtoanappropriate reader on why he or she shoulda. work for the same company you do b. move to your neighborhoodc. take a vacation where you did last year d. dine at a particular restaurant
e. use a particular cell phone servicef. have a car repaired at a specific garage
g. use the services of a particular real estate agency
h. use your company’s new website when ordering replacement parts please on time.i give you some descriptions of sales letter. you can write as them. 1. Identify and limit your audience. Knowing who your target audience is and how to find them is crucial to your success. You will also have to determine how many people are in your audience. A sales letter may be written to just one person (Figure 6.3) or to hundreds of readers at different companies (Figure 6.4).2. Use reader psychology. Think like your reader and ask: “What am I trying to do for the customer?” Ask that question before you begin writing and you will be using effective reader psychology. Appeal to readers’ health, security, convenience, comfort, or finances by focusing on the right issues (for instance, inform buyers that your product research involves no animal testing). Note that Patrice St. Jacques appeals to the reader’s ethnic and community values in Figure 6.3.3. Don’t be a bore or boast. Save elaborate explanations about a product for after the sale. Put detailed documentation in instruction booklets, in warranties, or on your company’s website. Further, do not turn your sales letter into a glowing commendation of your company or yourself. Figures 6.3 and 6.4 both avoid that.4. Use words that appeal to the reader’s senses. Choose concrete words instead of abstract, vague ones. Find verbs that are colorful, that put the reader in the pic- ture, so to speak. You will have a greater chance of selling readers if they can hear, see, taste, or touch your product in their mind. That way they can visualize them- selves buying or using your product or service. Note how St. Jacques fills the sales letter in Figure 6.3 with Caribbean sights, sounds, and tastes to appeal to Etienne Abernathy and his company.5. Be ethical. Avoid untruths, exaggerations, distortions, false comparisons, and unsupported generalizations. Honesty is the best way to make a sale. Never make false claims about the cost, safety, or adaptability of your product or service. You could be prosecuted for mail fraud or sued for misrepresentation. (Review pages 40–42 in Chapter 1.) In addition, never attack a competitor and always get permission before you include an endorsement. The Four A ’s of Sales Letters
Successful sales letters follow a time-honored and workable plan; each sales letterfollows what can be called the four A’s:1. It gets the reader’s attention.
2. It highlights the product’s appeal.
3. It shows the customer the product’s application. 4. It ends with a specific request for action.Those four goals can be achieved in fewer than four or five paragraphs. Look at Figure 6.4, a one-page letter in which those four parts are labeled. Holding a sales letter down to one page or less will keep the reader’s attention. Television commer- cials, magazine ads, and Web ads provide useful models of the fourfold approach to sales. The next time you see one of these variations of the sales letter, try to identify the four A’s.