ENGLISH CORRESPONDANCE 2

SENDING OUT SALES LETTER

CREATED BY :
1. NINA RESNIARI (1215644
2. NOVIA AYU WIRYANI (1215644
3. NOVI AYUK DEWI SARTIKA (1215644106)



STUDY PROGRAMME D4 MANAGERIAL ACCOUNTING
ACCOUNTING DEPARTMENT BALI STATE POLYTECHNIC
2014

A. THE DEFINITION OF SALES LETTER
Development of the world economy has been characterized by the
development of the world's major corporate companies. The greater and
more rapid advances in technology are also ways in which the company is
to attract the consumers. One of which is to utilize the mass media both in
electronic media and print media. It could also broadcast via local radio.
But with the development of technology does not make us forget that
before the technology is growing rapidly, the letter is a major media in the
promotion of goods and services within the company. Letters used in the
company usually called a business letter. As for the kinds of kinds of
business letter is a letter of demand, sales letters, sales letters, letter
ordering, etc.
But this time we will discuss more in depth about the sales letter. It
can be seen that the sales letter is a letter written to publicize and
ultimately sell a product or a service to the consumers. It is a type of
business letter; meant for generating business. It also has the bearing of an
Announcement Letter. A sales letter is also referred as Letter of Sale,
Marketing Sales Letter and Business Sales Letter. It is also known as
direct mail as it is being directly sent to the client. A definition of sales
letter provides additional and assisting information in understanding the
one mentioned.

B. HOW TO WRITE SELES LETTER
Writing sales letters is largely, the area of specialists known as
copy writers and not just any copy writer but one with a good repute. The
reason for hiring them is that they are already proficient in this area and
have a wide range of experience. A professionally written sales letter can
profit you greatly. It requires a lot of convincing on part of the seller.
Having said that, There is what, that is Impossible. The times have
changed considerably, all you need is a flair for writing, good grammar
and large vocabulary. There are other assisting factors like the tons of
examples available on the internet, not to forget ours as well. With our
assistance and your brainwork, you can write a sales letter and even if this
doesnt work you will still gain, the skill to identify a good sales letter
from a bad one.
AIDA is the most commonly used technique to write a sales letter
that will always work.
A I D A
Attention Interest Desire Action
Attention First and foremost step is to attract attention towards your
product or service. An appropriate Headline does that to full effect. It is
the initial and the first things that can guarantee a sale, like they say First
impression is the last impression.
Interest The second important incumbent of a sales letter is to generate
interest. Once the reader has got the attention, it is time to generate and
hold their interest. Providing relative information with a sustained flow
generates enough interest.
Desire Desire, the third essential feature is initiated by providing real life
and practical examples. Showing the benefits through a simple language
does create a desire.
Action The first three features are meant to lead to a final call for action.
Sometimes, that is not enough and you need persuasion to generate a
successful sale. In this case, it also becomes your (senders) call of action
as you have to persuade a prospective customer into an actual buyer.

C. TIPS ON HOW TO WRITE AN EFFECTIVE SALES LETTER
Preparation Keeping in mind the competition in the market, you have to
prepare your sales letter in such a way that it hits the bulls eye in the first
attempt. So how does one prepare for writing a sales letter?
Target the audience Preparation begins with identifying your
clients or customers. The product/service that you intend to sell has a
target audience. You cannot sell anything to anybody. A womans
product is to be targeted to the ladies and not gents. Acquire the
addresses of potential customers through direct marketing companies
which specialise in providing such information. You will also have
to target an area and age group. Certain sections of people are rich,
some are mediocre and some are from lower strata. Acquire sales
figure of any earlier sales campaign and the type of product being
promoted.
Additional Material Certain aspects of a product/service require
graphical presentation to lure the clients. Text alone may not be
sufficient enough to highlight your point. For that your may need to
prepare brochure, catalogue or any graphical presentation. The paper
used may require it to be glossy or matt. The size, colour, pattern etc.
all need to be considered. Maintaining a continuum with letter is also
essential. Envelopes also need to be eye catching. Collect all
essential documents which you will need to write the letter.
Drafting Drafting is the next step. With list of clients, brochure, hiring
firms instructions and your own strategic plan, you can begin drafting. All
these items will be helpful in composing a sales letter. Drafting allows you
to improve and improvise your sales letter. When writing a draft ignore the
technical details like grammar, punctuation etc. For the moment, it is the
idea that needs to be portrayed in an efficient and simple manner. Refer to
the documents for relevant information. You can write just the main points
and elaborate them later. Use a natural style of writing that comes easy to
you.
Using AIDA An important aspect of a sales letter has been introduced to
you, now we have to utilise these in letter writing for sales.
Headline The first thing that a sales letter should focus and place
is the headline. Headline is the first element that will attract attention
of a prospective client. If attention is to be quickly drawn towards
the product/service you have to make a strong, luring and compelling
headline. This can be done through making the text of the headline
bold. Additionally it can be underlined and italicised to make it stand
out. The most important thing in a headline is its pull-factor. Use
easy to understand but convincing headline. It can be up to three or
four sentences long and should incite the reader to read the rest of
the letter. You can use some famous phrases albeit they are in tune
with your offer.
Keep it Interesting The second important factor is generating
interest of the client. To invoke the interest of the recipient you can
use various strategies. One strategy would be to connect with the
psyche of the client. Clients may need a personal service at home so
you have to write about their anticipations and how their
anticipations can be fulfilled. Write in an active voice. Provide some
relevant facts and involve the reader in the letter by bringing it to life
with a steady flow of interesting information. You can use certain
handwritten fonts to make it appear as if handwritten. You can also
use your handwriting itself to insert a handwritten note and highlight
certain points through coloured markings. Use certain phrases which
are apt to the product/service you are offering. Including a P.S. at the
end, it also generates interest.
Desire Desire is created through craftily utilisation of words and
sentences. Why would someone what to buy a particular product?
You have to emphasise How the product/service is beneficial? How
does it solve the consumers problem? How does it enhance
efficiency? How does it save time? How is it different from others?
Why should consumers buy it? When you have provided these
answers only then you can make it worthy of desire in the eyes of the
client. You have to create a real life example which depicts emotions
arising out of the use of product / service you are offering. Mention
of technological advancements has to be supported with benefits
from a particular.
Call to Action The last step of the letter is concerned with
initiating the purchase. No sales letter is complete without call to
action from a client regarding the purchase of the product or service
being offered. You have to facilitate the purchase process and you
have to do this in a step by step manner so that the buyer doesnt
have any confusion or feel that he is being misled. Offer your contact
number so that they can contact you. Invite them to your shop or
facility to show that you are genuine. Offer them discounts or special
schemes to initiate an action. If the product is in limited quantity
mention this as well as it will call for a prompt action on part of the
client. Provide full and complete information, any misinformation or
incomplete information will result in desertion.
Easy reading Sales letters have to be easy on the eyes, making them
convenient for the reader to understand each and every thing. If the reader
has to turn pages again and again or read the text again, it means that you
are making it harder for the reader to understand the product/service.
People dont have time for their breakfast, why will they read a
complicated sales letter?
Steps for easy reading:
Use good sized font, neither too small nor too big.
Dont use fonts which are hard to come by.
Write in a conversational style as if you would be talking normally.
Be informal and use formal tone only when required.
Keep your sentences short, long sentences tend to confuse as the
reader gets lost in maintaining the continuity of the meaning.
Dont use long paragraphs, they appear daunting. Compose short
paragraphs; this gives the reader breaks in their reading. They can
easily retain and understand the information in this way.
Maintain the flow of the writing. Abrupt ending or sudden stops in the
sentences are annoying. They break the flow of information. Be
natural and maintain a chronology when separating paragraphs.
Give personal Attention You must have heard this saying People do
business with people. This saying is applicable here also. To do business
with people you have to give personal attention to the recipient. You have
to address the reader by the name. Do not forget complimentary gestures
in the beginning and the end. Your attention shows that you recognise the
individuals importance and value them.
Personify yourself as a customer Being the sales representative it is a
good practice to imagine yourself as a customer while writing the sales
letter. Putting yourself in the clients shoes will enable you to handle the
expectations of the consumer in the most justified manner. Imagine
yourself that you are going for shopping, what are the things that you
yourself keep in mind before purchasing something? Just detail them out
and to do that you can use two pages. On one page you become the seller
and on the other you become the buyer. Enact out the buyer-seller
interaction as it would happen in real life. Note down all the Q&As and
you will know what to say effectively.
Use of Graphics They say A picture speaks a thousand words so why
not use it? You must have been to bookshops and you must have
experienced a pull towards the attractive and glitzy covers of magazines
and books. The layout, the flashy images, the colours, the design all are
meant to lure you into buying. Graphic artists use all sorts of image editing
and techniques to allure you. Similarly, the use of graphics in a sales letter
does the same. It is important that you use unique graphics as they will
impress the readers as compared to routinely used graphics. In email sales
letter everything is almost graphic but dont overuse these in a
conventional mail as it can distract the reader. Graphication is also an
important part of the branding. The font, layout, line spacing, paragraph
formatting, images, etc. all contribute towards the efficacy of the letter.
But dont forget to use text as it compliment the images and even explains
the pictures.
Be Professional The rules of formal letter also apply here. These rules
pertain to the opening and closing of the letter. Using salutations like -
Dear Sir/Madam/ Mr./Ms. are good indicators of a professionalism. The
letter should also close in a professional manner. After completing the last
paragraph, sign off between a complimentary close such as Sincerely or
Thank you and your printed name. If you are writing in conjunction with
an official duty, place your title below your printed name. Additional
information like dictation remarks, notification of attachments, enclosures
and copies sent to other individuals should be placed beneath the title line.
Hit and Trial When sending bulk mail you should consider testing the
tastes of the clients. Post a few sales letters to a small section of people and
see how they respond. You can also send varied version of sales letter to
see which format works the best.
Testimonials If your product/service is backed by recommendations of
certain esteemed authorities and/or certain valued individuals, it gives
credibility to your offer. People always evaluate a product with its repute.
While brushing your teeth, you must have noticed certain endorsement on
the toothpaste like approved by American Dental Association or a certain
high profile dentist. These are valued by the customers as the product has
something extra to offer. Testimonials of common people can also be
provided but testimonials of celebrities are more valued.
Dont exaggerate Never give false claims towards your offering. In
desperation or greed, some sales letters pitch for unrealistic features. It is
misleading and will ruin the repute of the company and its products. Trust
is very hard to earn and very easy to break. Years of repute can turn into
dust with one false statement. So stick to the truth and earn the trust of the
consumers for a long run.
Proofreading and Revising Proofreading and revising are meant to
discard anything that is not required and hone the textual content. Make
sure that you have clearly stated your objective and the reader is easily
able to understand the information you have provided. Ensure that you
have been direct, to the point and have used a strong active voice. Check
the overall cohesiveness of the letter. See if you have maintained
transitions between paragraphs. Check whether you have maintained a
consistent style throughout the text. Check for - awkward phrases,
grammatical errors, incomplete sentences and spelling mistakes. Read the
letter aloud to yourself to figure out mistakes which may have been missed
out while writing.

D. SALES LETTER FORMAT
_______________________Headline____________________

Organisation Letterhead
OR
Your Name
Your Designation
Your Address (can be positioned to the left, right or centre)
Date (can be positioned to the left, right or centre,
before/after or at the start)


Dear Recipient (Salutation)
1
st
Paragraph - Introductory lines regarding the product
or service
2
nd
Paragraph Relevance of product /service in daily
life etc.
3
rd
Paragraph Assistive information towards the
purchase process, call to action etc.


Subscription - Thanking you, yours sincerely etc.
Your Signature
Your Typed First Name Last Name
Your Contact
Encl: ________________



E. INTRODUCTORY SALES LETTER TEMPLATE
__________ Heading
__________ Organisation Letterhead
OR
__________ Your Name
__________ Your Designation
__________ Your Address

__ ____ 20__ (Date)

Dear _______
Happy ______ (new year, christmas etc.) As an
esteemed and loyal customer of ___________ (organization name) we
bring The ______ Sale to you with savings of up to _____% on
______ items from ________ (date, month and year). I repeat this is a
____% on ___ items, no other store offers such a generous and honest
offering as most of the stores offer sale on __________items and that
also is kept oblivious to you.
This maybe just another sale for other customers but for a privileged
clients, such as yourself we are offering Pre-Booking of your desired
clothings so that they will be reserved only for you and none else will
be able to buy it but only you. It is time to show our loyalty towards
you.
You can call us at our Toll Free Number _________ to book your
selected products or to get any further information. We have enclosed a
products brochure with item code; you can call us 24/7 and book your
favourite products.
You can visit our online web store ____________ and book your
items at the convenience of your home or you can also email us on this
address - ___________.
There is more if any of your referral purchases a product from us you
will get _______points for a single purchase. These points are
redeemable and you can use them to buy products from us at no extra
cost (terms and conditions apply). Lets not forget that for every product
you buy from us, you also receive points which can also be used for
shopping at our store.
With seasons best wishes.

Yours Truly
_________Your Signature
__________Your Name
__________ Your Contact
Encl: __________Shopping Brochure


F. CONSLUSION
1. INTRODUCTORY SALES LETTER
****Grand 5 Days Sale (27
th
-31
st
Dec 2012) at Coatimundi****
Save up to 65%
Samuel Philips
Information Officer, Sales Department
Coatimundi Apparels
Westside Mall
128, Near Golden Airport
Canada
Dear Mr. Hobbit
Happy Christmas! As an esteemed and loyal customer of
Coatimundi Apparels we bring The Year-end Sale to you with
savings of up to 65% on all items from 27
th
-31
st
Dec 2012. I repeat
this is a Up to 65% on all items, no other store offers such a
generous and honest offering as most of the stores offers sale on
select items and that also is kept oblivious to you.
This maybe just another sale for other customers but for a
privileged clients, such as yourself we are offering Pre-Booking of
your desired clothings so that they will be reserved only for you
and none else will be able to buy it but only you. It is time to show
our loyalty towards you.
You can call us at our Toll Free Number 180078456-59 to
book your selected products or to get any further information. We
have enclosed a products brochure with item code; you can call us
24/7 and book your favourite products.
You can visit our online web store www.coati.com and
book your items at the convenience of your home or you can also
email us on this address - support@coati.com.
There is more if any of your referral purchases a product
from us you will get 100 points for a single purchase. These points
are redeemable and you can use them to buy products from us at no
extra cost (terms and conditions apply). Lets not forget that for every
product you buy from us, you also receive points which can also be
used for shopping at our store.
With seasons best wishes.
Yours Truly
Samuel Philips
Mobile089349593
samilips@coati.com
Encl: Coati Shopping Brochure