Sales letters – Tutorial
Most of these letters go in the trash bin, and many letters won't even be opened. A secretary will open your letter, and she will decide in just a few seconds whether to read on, then whether to pass it to your intended contact, another person, or to file it or throw it to the trash bin.
Remember that your letter will be competing with perhaps ten, twenty, or even fifty sales letters received every day. To get through, your sales letter needs to be good, different, professional and relevant.
Think about the business vocabulary too; senior decision-makers and company directors are concerned mainly with making money and saving money.
The letter structure should follow the AIDA format (it's old but it still works well):
- Attention (I want to read on)
- Interest (this is relevant to me and my company)
- Desire (this is potentially beneficial and I want to pursue this opportunity)
- Action (when I'm called I'll talk / make an appointment)
Keep the sentences short. Introductory sales letters must be able to be read and understood in under 30 seconds – less than 20 seconds even better. The less words the better. Generally three short paragraphs are enough.
- Salutation: (Dear Mr/Mrs/Ms surname, or Dear Sir/Madam for extra caution)
- Credibility and relevance statement: you must explain your relevant capability or proposition in a single statement or paragraph how and why statement – what are the special characteristics of your capability or proposition suggestion of similar opportunity/application for target organization
- Action / Follow up statement: what happens next – explain
- P.S. statement can work well in certain situations. Many experts in advertising and communications believe that adding a 'P.S.' greatly increases success rates.
Remember not to include leaflets or brochures to directors.