Writing Effective Sales Letters - Part III : The Art of Successful Conclusion

Writing an effective sales letter requires 4 tasks to be performed skillfully:

  1. Draw customer's attention
  2. Build on interest
  3. Convince customer
  4. 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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Source: FAIDA - Newsletter on Business Opportunties from India and Abroad Vol: 3, Issue 31 November 21' 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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