Sales Letters
Although the
primary aim of sales letters or offers is publicity yet it is the most
important written form of business communication. It reaches out to a large
number of people interested in a particular product or service and turn them
into buyers. Even if people are not interested in the product, them the aim of
this letter is to make them interested in it. Starting with the assumption that
the receiver may resist the offer, the sales letter has to be persuasive or
powerful enough to make recipient act. They are unsolicited letters, mostly
written by professional writers. The effectiveness of such letters depends on
the writer’s ability to use language suited to his purpose that is above all to
influence the recipient – his thinking, taste and behaviour. This is the aim of
persuasion. Sales letters are, therefore, persuasive or indirect approach
letters.
Sales letters
are the best way for approaching to the prospective buyers indirectly. These
letters are an easy and effective way of securing business. No other type of
letter influences so many people or brings as big a return in terms of money as
this letter.
Importance
(Objectives) of Sales Letters:
Sales letters
are part of the publicity – cum – advertisement campaign for a product or
service. When compared to TV, Cinema, newspaper, magazines, handbills, direct
marketing and window displays which are the other forms of publicity and
advertisements, sales letters have the following advantages:
1.
Personal touch: Sales letter can add a personal
touch to advertising which is not possible in other forms of publicity and
advertising. It also keeps the customers constantly in touch with the company
and its products and services.
2.
Direct communication: It can be sent directly to
prospective customers.
3.
No competition: The messages in the sales
letters do not have to compete with other advertisements unlike TV and
newspaper advertisements where ads of various competitors are shown.
4.
Goodwill: It creates and Maintain goodwill among
the customer by offering quality products and services.
5.
Convenience: Unlike TV and Cinema advertisements
sales letters can be set aside and read later at leisure.
6.
Cheaper: It is less costly as compared to other
forms of advertisement.
7.
Easy assessment of effect: As they are sent to a
definite number of persons who are classified into demographic groups based on
age, income, profession etc. their effect can be accurately measured.
8.
Quick: Unlike sales representatives, sales
letters get quick, direct access to the target person.
9.
Wider Area: Sales letters that are posted can
reach remote areas which are not possible in case of modern means of
advertising and promotion. It widens the market for existing products without
much cost.
10.
Mail order business: It is the main source of
securing orders for a mail order business.
11.
Customer education: it educates the customer in
selecting the right type of goods and services.
12.
Reminder: Repeated appearance of a sales letter
has the effect of a reminder. It helps the customer to remember the product or
the service of a firm whenever he is in need of it.
13.
It functions as a Salesman: A sales letter
educates persuade and convinced the customer to buy a particular product or service
wherever a salesman cannot visit the customers.
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