This document discusses different types of business letters including sales letters, sales promotion letters, and their purposes and characteristics. A sales letter aims to sell a specific product or service using a formal tone and style, while a sales promotion letter focuses on building goodwill and relationships with an informal tone. The document also outlines reasons for using sales letters such as selling by mail, educating prospects, and influencing store visits. It provides tips for writing effective sales letters such as focusing on benefits, appealing to the reader's emotions, and directing them to a specific action.

2.  A marketing tool that promotes a product or service.
 It motivates and conditions the reader to accept his
arguments and buy the product he is selling.
 It influences the reader in one way or the other to
agree or to see the writer’s point of view.
 Its objective is to persuade the reader to buy what the
letter offers.

3.  It is the most pleasant business letter to write.
 It creates a very friendly and personal atmosphere usually
achieved by an informal and a conventional style of
writing.
 It can produce a sale and probably more effectively so than
a sale letter.
 Its main function is to promote goodwill.
 It offers a service or makes known a special event that may
benefit the reader.
 It is freed from the necessity of persuading the reader to
make an immediate purchase and can concentrate on
creating goodwill.

4. Sales Letter
1. Aims at selling some
goods / services.
2. Has formal style
3. Generally issued in a
series.
4. Has convincing tone
and attitude.
5. Motivates the reader
to buy.
Sales Promotion Letter
 Aims at creating good
relationships.
 Has informal style.
 Issued for an important
circumstance
or event.
 Has suggestive tone and
attitude.
 Expresses desire to serve
the reader

5.  To sell by mail.
 Many commodities and services are sold by mail. A single letter is
duplicated and sent to several people. Since the sales letter is
planned, the assurance of getting the desired response is great.
 To pave the way for a salesman’s visit.
 The sales letter does the task of acquainting a buyer with the
product. When the salesman comes for a visit, he spends less time
and effort in explaining the features of the product.
 To educate a prospect.
 A sales letter may educate a prospect regarding the features of the
product. The explanation may acquaint the reader with some terms
or uses that are unheard of or slightly known.
 To influence the prospects to visit the store.
 A sales letter that is effective in attracting attention can stimulate a
prospect to visit the store and see the product for himself.

6.  They are less costly.
 They are convenient.
 They are effective.
 They are addressed to a specific audience or target
market.
 They can be very comprehensive.
 They can fully explain things regarding a product.

8.  A – Attracting favorable attention
 The first paragraph is the attention-getting part of the
body of the letter. To attract favorable attention, the
seller writes an introductory paragraph that has no
eyesores (grammatical, mechanical and other errors)
and that is emphatic, straightforward and accurate.
 B – Building interest and desire
 The second paragraph is the interest-arousing part of
the body of the letter. The seller arouses the buyer’s
interest in the product he is selling by enumerating its
unique features.

9.  C – Convincing the employer
 The third paragraph is the convincing part of the body of the
letter. Here, the seller convinces the customer by any of the
following means: citing testimonials, enclosing samples,
providing facts in the form of tables and graphs, giving
premiums and/or discounts and the like.
 D – Directing favorable action
 The fourth paragraph is the action-directing part of the body
of the letter. The seller directs favorable action by asking the
customer to visit the store and buy and try the product, by
enclosing a self-addressed stamped envelope or order form,
by providing an order slip or order stub. A strong imperative,
a rhetorical question and an emphatic statement are also ways
to direct favorable action.

13. 1. Focus on what your prospect wants, needs, hopes,
dreams and desires… or appeal to their motions!
2. Never forget that benefits sell!
3. Always write to someone specific.
4. Get your reader’s attention immediately!
5. You must write to sell!
6. Don’t put them to sleep.
7. Please tell them exactly what you want them to do.
8. Don’t ever try to be cute or clever!

14. 1. Remember that people are mentally lazy.
2. You must lure them into reading with full attention
3. Your first words set the reader’s mental stage.
4. Start with a bang.
5. Warm up in your mind – not on your letterhead.
6. Tell the reader something he wants to know.
7. Use an intriguing question.

15. 8. Make a shocking statement.
9. Start with humor.
10. Write the last paragraph first.
11. Don’t use reference data where not needed.
12. Where it’s needed, blend that data on the sender’s
letter into a compelling opening sentence.
13. Where a volume of reference data is needed, remove
it from the body of the letter.