Sales letter - Definition, Purpose,AIDA, Sample Sales Letter, Format, For effective Sales Letter

1. LEKSHMI NATH B

2. SALES LETTER
A sales letter is a form of direct mail which
is designed to persuade the reader to
purchase a particular product or service in
the absence of a salesman

3. Purpose of sales letter
• Direct sale in case of mail order business
• To market new product in potential market
• To obtain an enquiry
• To build good will
• To prepare the ground for the visit of sales
man
• To reach sale resistant customers
• To expand the market

4. AIDA
1. Attention
It must prevent itself from being discarded in an
unopened state. The reader’s attention must be
captured immediately.
Here are few opening statements that may be used:
This letter is to warn you about…..
“This book is now yours”.
“From this moment onwards life is going to be one
long party’’

5. 2. Interest
• Arouse the curiosity of the reader
• A few ways of creating interest are:
“Our product offers global standard at local
prices’’
‘’Using our washing machine is a hands-free
experience’’

6. 3. Desire
The letter should create desire because of the
prestige, profit, accessibility and usefulness of
the product.

7. 4. Action
• The aim of every sales letter is to get the
reader to do what you want them to do such
as:- place an order, click on the website, make
a telephone call etc.
‘’Hurry! Special offer closes on….’’
‘’Offer open up to…..’’
‘’All you have to do is call’’

9. From:
________
________(Name of the company and address of the sender)
To:
________
________(Name and address of the recipient)
Date___________(date of the issue of the letter)
Dear___________(name of the recipient)

10. We at_________(introduce the company)________(introduce
the new product).
We can assure_______(give details of the product and discuss its
feedback and market value).
Hereby we humbly want you to_________(express the motive of
writing the letter). We assure you that you will be satisfied with
it results. One of our sales men will be ready to help you out
with explaining about the product and will help you with the
orders.
Thanking You,
Sincerely,
__________
__________(name and designation of the sender)

11. For an Effective Sales Letter…..
• Style and tone of the letter
• Confusion and chance of errors
• Formal letter
• Relevant information
• Avoid being funny and clever
• Diversion from the major point