Since the dawn of the internet age, the sales letters has become a vital part of the business environment. It allows a company to reach out and attempt to interact with customers without the actual prescence of a company representative, or a salesman.
A sales letters can be a piece of mail sent directly to potential customers but more times than not, it comes in the electronic form, usually via email.
There is a line between a sales letter and spam, so companies have to carefully examine the way the sales letter is written, the way it is read by the potential customers, and it needs to understand the frequency of such sales letters.
Too much can become greatly annoying to customers and they will just right it off and ignore it. Also, through the advancement of email systems, a spam-like sales letters can be filtered into a spam email folder, which defeats the entire purpose of the letter, as the customer will probably never view it.
Sales letters are often heavy text based, without so many catchy graphics, and are filled with relevant facts for the company.
The first part of a sales letter is designed to catch attention of a customer. It can be a rhetorical question or a direct contact with the customer, such as their name, company name, etc.
Next comes the body of the sales letter, which is where the information is given. The product and/or service description, along with some testimonials to show how great the product and/or service is.
Also added to the body of letter is some kind of statement or question that is designed to get the customer to react to the sales letter. Something that will make finally make the connection and realize they need the product and/or service. The statement could be along the lines of “Act Now, Offer Ends Soon!” or a question such as “So Why Keep Paying More…?”
Finally, the sales letter is completed with the logo or signature of the company, along with all relevant contact information.
The design of the sales letter is a purposed design. It’s done to catch the attention of the customer, to hold that attention while describing the product and/or service, and finally, giving that last statement to make the customer pick up the phone to make the sale.