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Matakuliah : G0374/Business Writing
Tahun : September 2006
Sales Letters
Pertemuan 11
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• To sell a product or service
The Purposes
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The Principles
• Attention
• Interest
• Desire
• Action
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Types of Sales Letters
• Direct Mail
• Retail
• Sales promotion
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Direct Mail Sales Letters
• Does the entire selling
• Never calls on the customer
• Never even seen in person
• Solely on the basis of the description
• Mail a check
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The Requirements
• Grab the reader’s attention through the physical appearance.
• Develop the reader’s interest.
• Convince the reader.
• Facilitate actions.
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The Physical Appearance
• The use of flashy envelopes
• The inclusion of brochures /samples
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Developing the reader’s interest
• Appealing headlines
• Physical description of the products
• Some pictures of the products
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Facilitating action
• Clear directions for ordering
• Reply card and postage-paid envelope
• A ‘send-no-money-now’ appeal
• An offer for a premium
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