Matakuliah
Tahun
: G0374/Business Writing
: September 2006
Sales Letters
Pertemuan 11
1
The Purposes
• To sell a product or service
2
The Principles
•
•
•
•
Attention
Interest
Desire
Action
3
Types of Sales Letters
• Direct Mail
• Retail
• Sales promotion
4
Direct Mail Sales Letters
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•
•
•
•
Does the entire selling
Never calls on the customer
Never even seen in person
Solely on the basis of the description
Mail a check
5
The Requirements
•
•
•
•
Grab the reader’s attention through
the physical appearance.
Develop the reader’s interest.
Convince the reader.
Facilitate actions.
6
The Physical Appearance
• The use of flashy envelopes
• The inclusion of brochures /samples
7
Developing
the reader’s interest
• Appealing headlines
• Physical description of the products
• Some pictures of the products
8
Facilitating action
•
•
•
•
Clear directions for ordering
Reply card and postage-paid envelope
A ‘send-no-money-now’ appeal
An offer for a premium
9