Effective
sales letter is a critical success factor in e-marketing.
The operative word here is 'effective' - a letter
that is able to not only draw attention of the
reader but makes interesting reading and hopefully
concludes in a sales transaction. We shall discuss
features considered important for a sales letter
and then explain each with examples.
Focus is on Customer
Essential feature of any effective sales letter
is its focus on customer. Focus on what your customer
wants, his/her needs, hopes, dreams and desires.
Appeal to his/her emotion ! Never focus on yourself
or your company/product. Remember - your customer
is not really concerned about your well-being
- but only his/her. Put yourself in your customer's
shoes and ask yourself 'What's in it for ME' Show
your concern by using the word 'you' more than
'I' 'We' or 'Us'.
Never Forget Your Purpose - To Sell
The purpose of your sales letter is to sell a
product or service. Many times we forget this
simple fact and get into gizmos to impress customer.
Use simple conversational tone - not flowery or
too formal language. Don't forget, you're trying
to generate a lead or close a sale, not impress
your high school English teacher.
Products Do Not Sell - Benefits Sell
Don't waste your time explaining what your product
or service does. Your customers really don't care...
unless you can tell them what it does FOR them.
That's the difference between a feature and a
benefit. Translate features into benefits and
explain to your customer how your product is going
to solve a problem or reduce cost or make for
more profit or whatever.
Your Letter Must Lead to Some Action
The final 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. The desired action may
be to go to your web site and order, get more
information etc.
In next issue, we shall discuss how to write
an effective sales letter - step by step with
examples.
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