Sales letters and Sales Promotion Letters
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The document discusses sales letters and sales promotion letters, highlighting their purpose to sell goods and foster customer relationships. It differentiates between solicited and unsolicited sales letters, detailing their functions such as generating inquiries, stimulating action, and maintaining customer contact. Additionally, it outlines the distinct characteristics and goals of sales promotion letters compared to traditional sales letters.
Sales letters and Sales Promotion Letters
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- 2. Presented to: Mr. Muzaffar Qadir Bhatti Presented by: Malik Muhammad Ali (BSENG-17-25) Topic: Sales Letters and Sales Promotion Letters
- 3. Sales Letter • A sale letter is a type of letter which is written to sell goods or services. • It is the most selective form of advertising which aims to sell particular kinds of goods or services to particular type of customers • The basic purpose of sales letters is to persuade the reader to buy it what you are selling.
- 4. Kinds of Sales Letters • Solicited Sales Letters • Unsolicited Sales Letters
- 5. Solicited Sales Letters • Solicited Sales letters are written in response to inquiries related to sales • The buyers want to gather information about price, terms, catalogues, and condition of trade. • These letters are written by the firm to attract buyers to buy the products it manufactures.
- 6. Unsolicited Sales Letters • Unsolicited Sales letters are the real sales messages • They are written to introduce goods and attract buyers for the purchase. • In this way the promotion of thing is carried by two mean: a. By the business representatives b. By sales letters
- 7. Uses of Sales Letters Sales letters sell by mail • By mail the sales letters of different things such as books, magazines or clothing are send to selected costumer by mail. Sales letters produce enquiries • Sometimes a reader becomes interested to buy product by reading sales offers so he sends an enquiry to writer and then a chain information is developed when buyer is convinced to buy product
- 8. Continue… Following up sales enquiries • There are many enquiries which a reader of an advertisement in a newspaper makes. In response to his enquiries the firm send him letters and printed material to urge him to buy that product Induce people to visit the store • Sales letters are used to arose interest in the customer. They are urged to visit store to make their mind to buy that product.
- 9. Continue… Building good will • Sales letters are used to build good will between the sellers and buyers. those are used to welcome, greet or thank the customers.
- 10. Elements of sales letters • The basic functions or elements of sales letters are four and these are:- It attracts attention It arouses our interest It produces/conviction and desire It stimulates actions.
- 11. Attracting the reader‘s attention • The main objective of sales letter is to attract the attention of a reader and produce a soft corner for the purchase of the product advertised. Language must be appropriate as Dear Mr. Hamid is better than Dear reader or Dear subscriber The Opening Paragraph must be interesting to arouse the interest of the reader. a. Use Proactive Questions b. Courteous Command c. A challenging statement d. Begin with a quotation.
- 12. Arousing Interest • The second function of sales letter is to create interest in the mind of the reader • The writer must build a picture of the product because if he send a letter to a person who knows nothing about the product then what will he buys. • Striking points must be there about the quality of product or features of products
- 13. Creating desire… • This is also the objective of sales letter is to produce a desire in the mind of the reader to buy that product. • It depends on two things:- 1. He should appeal to his mind 2. He should appeal to his emotion.
- 14. Stimulating actions… • The main objective of the sales letter is not achieved unless a reader buys the product. The reader must be stimulated to buy products. 1. He may be offered a special discount on the product if he intends to buy. 2. He may be offered a gift or prize scheme. 3. He may be offered pre-paid self addressed envelops or business reply cards. 4. The reader may be asked to place an order on a telephone call.
- 15. Sales Letter, having an appeal to security (Example) • Interest (You might have worried at the robbery committed by a gang in your neighbor. You need not to worry. The Modern Security Enterprises have solved this problem for you and members of your family forever). • Desire (The system is very fast and smooth. Just push a button of the remote controlled device as soon as any stranger enters your house, our well equipped security men will be at your door step with a few moments.)
- 16. Continue… • Conviction (At the cost of a few hundred rupees , you can buy peace mind for your wife and children and yourself. Our representative will call you to tell more about the scheme). • Action (I shall not press you to join it. I shall just give you the details and leave the rest to you.)
- 17. Sales Promotion Letters • These are same as sales letters, but they are different from them. • The main purpose of sales promotion letters is to attain the higher turn over. • They increase the expansion of market size as well as increase the product image. • In this modern world, the business world must keep up to date with business trends and ever changing conditions of business market.
- 18. Characteristics of Sales promotion letter Timelines:- • There must be a special occasion, an anniversary, a holiday, the arrival of new stock, which must be seized upon to write such letters. To celebrate special occasion. Expression of good will and services • The tone of a letter of this kind is full of good will and services. If a sales letter asks a reader to buy and become a customer, the sales promotion letter merely tells him “Let us serve” and asks you “to be a friend”
- 19. Continue… Informality • A sales promotion letter has not to obtain immediate business. Therefore, it style is generally informal, friendly and personal.
- 20. Function of sales promotion letters • It has various functions that are discussed under:- Maintaining contact with the customer Awakening the passive response
- 21. Maintaining contact with the customers… • A sales promotion letter must encourage contacts with customer in a manner listed below:- By announcing the arrival of new merchandise. By describing the new services now available. By suggesting the extension of credit facilities. By sending birthday and other greetings.
- 22. Awakening the passive response • Sometimes, the customers stop buying because they might have moved away to another place or other firms might have attracted them by competition. By sales promotion letter, we can awaken the interest of a passive customer and win him back again.
- 23. Difference between Sales letter and Sales promotion letter. Sales Letters Sales promotion letters It is based on direct approach. It is based on indirect approach. A writer urges a reader to buy the product. A writer is satisfied in merely including a reader to buy the product. It is written with a definite objects to sell something. It aims at creating and establishing business relations. It is convincing and persuading. It is emotional in its tone. It is written in formal style. It is written in Informal style.
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