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.
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