|
Writing an effective sales letter requires 4 tasks
to be performed skillfully:
-
Draw customer's attention
-
Build on interest
-
Convince customer
-
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.
Related Links:
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
) |
|
