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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.
Related Links:
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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