Writing Effective Sales Letters - Part I Features of Effective Sales Letter

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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Source: FAIDA - Newsletter on Business Opportunties from India and Abroad Vol: 3, Issue 29 November 7' 2002

Author : Dr. Amit K. Chatterjee
(Amit worked in blue-chip Indian and MNCs for 15 years in various capacities like Research and Information Analysis, Market Development, MIS, R&D Information Systems etc. before starting his e-commerce venture in 1997. The views expressed in this columns are of his own. He may be reached at amit@infobanc.com )

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