Republic of the PhilippinesPOLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Sta. Mesa Manila

SalesLetter

Prepared by:Anjelika Boncodin

Guency Joyce Uncad

From: BSTM 2-2N

Submitted to:Professor Xavier Aquino

Velasco

Sales Letter

A sales letter is a piece of direct mail 

 which is designed to persuade the reader to purchase a 

a particular product or service in the absence of salesman. 

 It has been defined as “A form of direct mail in which an

advertiser sends a letter to a potential customer."

Planning the Sales Letter

You can not talk convincingly of your product if you do not know it – its design. Construction, raw materials, manufacturing process, ease of use, efficiency, durability, and applications. Not only these, you should also consider warranties. Service, price, premiums, exclusivity, and special features.

1. Knowing your product

2. Knowing your prospectsWho are your target buyers? Know their age, sex, nature of

work, predominant religion, cultural traits and buying habits, and even their idiosyncrasies. These factors influence the buyers’ needs, desires and buying attitudes. Unfamiliarity with these factors may bring frustration to both the seller and the prospective buyers; the former, for failing to make sales and the latter, for realizing that some things are beyond their reach.

3. Knowing the A, B, C and D of the sales letter

 These will guide you in composing your sales letter from the opening to the closing lines.

A. attract favorable attention;B. build interest and desire;C. convince the buyer to act (buy, visit, try, depending on the

purpose of your letter); andD. direct the reader to action, now!

Writing the sales letter

After orienting yourself with the product and the market, you can now compose your sales letter.

The sales letter follows the same structure just like any other business letter except for its freedom to be less conventional through the use of colors, typographic tricks, and mechanical designs, all intended to draw attention.

• Salutation

Mass mailing needs no solution and inside address. But anonymous or generic salutations may take the place of the salutation.EXAMPLES:Dear colleague, My dear friend, Dear Valued Customer; or more specific ones; like Dear Doctor, Dear Fellow Bedan; or complimentary phrases like, To an Ambitious young Businessman.

• BodyBy writing the body of your sales letter, you need to

imagine yourself as a reader of the letter and write what the customer wants to know, not what you want to say and your main concern is to fulfill the needs and desires of your customers.A. Attract the reader’s favorable attention

at the opening of your letter make the headline compelling so customers want to read the rest of the storyYou may open with:1. A striking statement of fact 2. A relevant question and a smart answer3. An announcement (of offer or promise)4. A well known proverb or quotation5. A pun or play words

B. Build attention into interest and desireto get the interest and desire of your reader, involve the

reader in the letter by bringing it to life with a steady flow of interesting information.• Physical aspects- Make the reader see, hear, feel, taste and smell the product by describing it’s size, shape, color and texture through the use of adjectives and concrete words• Psychological appeals- It can bring to the reader like pleasure, comfort, health, savings, prestige, safety and security, and love

C. Convince the reader’s to actconvince the reader in the goodness and advantages of

product through facts and figures and testimonials. Your letter can stand out by not selling, but offering benefits.• Facts and figures• testimonials

D. Direct the reader toward actionFinally consummate your objective in the sales letter.

Do you want the reader to purchase the product outright? or visit your store or showroom? To invite “you” to his or her place for a demonstration? In any case make action easy and immediate.• Make action easy

if you want them to call you and visit your facility, say that in your letter and provide your phone number, address and other information.• Make action immediate

1. Offer a discount or giveaway for early buyersExample: only first 100 customers will receive free car maintenance for 12 months

2.Hint on limited stock or promo periodExample: Fly high! Pay low! Avail Cebu Pacific’s SEAT SALE from August to November

EXAMPLE 1

Welcome the sun! Feel the wind! Embrace the mountains! Savor the Pollution-free air! Only at the TRION TOWERS.

TRION TOWERS is the first and only residential property in nearby Bonifacio Global City. It is designed in a triangular formation to provide multiple open sides to let abundant sunlight, fresh air, and enticing view into each of a one, two, or three-bedroom unit.

Find out about our Super Easy Home-fixed installment program, absolutely NO DOWN PAYMENT. Installment scheme uses only one fixed installment amount.

Come to the special viewing day on August 29 at 6:30pm at the new showroom at the TRION TOWERS on eight avenue, corner Mckinley Parkway, Bonifacio Global City.

For more information, please call 636-0888.

Example 1 , sales letter illustrates the following:

A = Attractive opening sentence – the reader is invited to welcome nature, to feel and embrace it in a pollution-free ambiance.

B = interest and desire• Interest – the property is described- a residential property with multiple open sides, 

three sides like a triangle; three types of units with one, two, or three bedrooms• Desire – benefits that the reader may enjoy- abundant sunlight, fresh air, enticing 

view (which bring you pleasure, comfort, health)     economy – no down payment, no ballroom payment; only one fixed installment    amount.

C = Convincing the readerOffer of the super easy Home fixed installment program, no down payment, no balloon payment.

D = directing action• Invites the reader to a special viewing day• Provides the contact numbers

QUIZ

Give the 3 steps in Planning a Sales Letter.

ANSWERS1.Knowing your product

2. Knowing your prospects

3. Knowing the A, B, C and D of the sales letter

1. Mass mailing needs a salutation and inside address. or

2. You can write an effective sales letter without knowing your prospects. or

3. The opening sentence should attract the reader’s attention. or

4. Convince the reader’s to take the action immediately. or

5. The purpose of the letter is to invite the prospective buyers. or

6. Sales letter is selective of its audience or reader. or

7. It is important to know your product when composing a sales letter. or

8. The opening sentence is less important in a sales letter. or

9. In the opening sentence, you can use a striking statement of fact. or

10.Study your target market before composing a sales letter. or

TRUE or FALSE FALSE

FALSE

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TRUE

TRUE

TRUE

TRUE

TRUE

TRUE

TRUE

TRUE

TRUE

TRUE

THANK YOU!!