By: Loudevi & Mira

 is a piece of direct mail which is designed to persuade the reader to purchase a particular product or service in the absence of a salesman. It has been defined as “A form of direct mail in which an advertiser sends a letter to potential customer”.

 HEADLINES : * A promotion for your first opportunity to really grab your readers attention.

EXAMPLES ; o Finally here is a medicine that will surely cure your diabetes! o Free cap for every purchase of water dispenser. o Enjoy the beauty of life by capturing it with a digital camera.

 EYEBROW COPY ~ is found at the top of your sales letter preceding the main headline. Basically to “qualify” your ideal prospect by arousing their curiosity.  DECK COPY ~ this copy typically follows the main headline. Its purpose is to expand on the main headline and often comprised of bulleted that amplify the main headline.

 BODY : * Typically starts with, “Dear Reader,” “Dear Health Enthusiast,” “Dear Greg.”

LEAD - The beginning of the body of your sales letter template, usually follows right after the headline. THE SALES ARGUMENT - Componens of the sales letter is where you should re-state the reader’s problem, and indicate that you have a solution. PRODUCT (or Service) INTRODUCTION – is where you finally introduce your product or service to your reader.

Talk about your products biggest benefits, be sure to include many benefits with each feature. State and explain your product’s unique selling proposition. What make it stand out from others on the market.

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