Writing an effective sales letter requires 4 tasks to be performed skillfully:
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.
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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
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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.
- Newsletter on Business Opportunties from India and Abroad
Vol: 3, Issue 31
November 21' 2002