1 Matakuliah: G0374/Business Writing Tahun: September 2006 Sales Letters Pertemuan 11

2 To sell a product or service The Purposes

3 The Principles Attention Interest Desire Action

4 Types of Sales Letters Direct Mail Retail Sales promotion

5 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

6 The Requirements Grab the reader’s attention through the physical appearance. Develop the reader’s interest. Convince the reader. Facilitate actions.

7 The Physical Appearance The use of flashy envelopes The inclusion of brochures /samples

8 Developing the reader’s interest Appealing headlines Physical description of the products Some pictures of the products

9 Facilitating action Clear directions for ordering Reply card and postage-paid envelope A ‘send-no-money-now’ appeal An offer for a premium