CHAPTER 8- Sales Letter

Selling is a scientific and an artistic act. It does not only require you, the seller, to
have psychological knowledge of the buyer but also good communication skills.
Just like all business letters it follows the 8 cs and 3 stages of writing. Through
this letter the writer sells himself; that is to say, his services.
Selling as a science is a procedural act. Hence, sales letter has to be written in
such way that it involves these four steps in the selling process:

First Step- Attracting favorable attention

The opening part of the sale letter should be an attention-getter beginning

that will urge or drive the reader to continue reading. The following are some of
the beginning techniques:
1. Using proverbs, slogans, maxims, or quotations
Ex. Time is gold. In short span of time, you wish you could accomplish much.
With our new Pinoy Washing Machine, you can come out with all your dirty
clothes fresh and clean in a little time. Every minute of your precious time will
end up with a superb accomplishment.
2. Asking a question
Ex. Are you looking for a TV set with coloring scheme that can capture life as it
is?
3. Using a news item
Ex. The Philippine Daily Star has listed the latest Harry Potter books in its
entertainment page. All of these books are now on premium sale in our store,
The Schema Power Bookstore.
4. Beginning with IF clause
Ex. If you wish to own a camera empowered with lens that could register the
genuine or natural looks of your subject, think of Kodak camera.
5. Using a famous name
Ex. Bill Gates, the richest man in the world, is one of our regular customers.
6. Stating an important fact related to the buyers needs or desires
Ex. A researchers job involves a lot of reading activities. He then needs
powerful reading eyeglasses like those ones made by the Look Optical
Company.
7. Beginning with an offer
Ex. I am offering you this Sheer Shampoo that has lasting silvery and
straightening effects on your hair.

Second Step- Arousing interest and desire

This second step in the selling process aims at making your reader focus
his full attention until the reader decides to buy the item. This will happen if you
know how to describe the object effectively. If it succeeds in stirring up the
emotions of the reader, they will create in him the desire to buy the object
immediately.

Third Step- Convincing the reader

You have to apply some selling techniques to lead this readers interest to
a firm belief that your offer is the answer to his needs. An effective way is
showing him evidence or proofs. Here are some types of evidence you can resort
to:
1. Facts and Figures
Ex. As regards the security of the place, the following will guarantee the safety
of your group in every corner of the island:
a. Our countrys most reputable security agency, the Bravo Security Services,
has tapped 100 of its members to give the resort 24-hour security services.
b. Check points on all streets leading to the resort.
c. Big and powerful electric bulbs were installed all over the place.
d. Every cottage is surrounded by tall steel fence with barbed wire atop these
structures.
2. Names of satisfied users
Ex. The following say they have become more confident through their regular
use of this brand cosmetic:
a. Maricel Sembrano, a multi-awarde actress
b. Corinna Santos, a famous TV broadcaster
3. Free trials
Ex. You can try using this in your house or in your office in one week with no
payment at all; so, you can discover how durable it is. If, within the trial period
, you find it valuable, you can own it right away; otherwise, you will return it.
4. Testimonies of satisfied users
Ex. Mr. Fidel Reyes has this to say about our computer machines: Daffo
Marketing Company had delivered to me a computer that has remained
excellent since it came to me six years ago.
5. Taste or Demonstrations
Ex. Charging you no free at all, we shall be glad to demonstrate in your house
how our new La Vida water purifier will speedily and efficiently produce fresh,
clear, and pure drinking water.
6. Statement of warranty or guarantee
Ex. To assure you of our companys determination to help you have a durable
and extra-economical car engine, we will guarantee the return of your 40%
down payment in case the engine bogs down.
7. Statement of saving or economies
Ex. Based on a research study done by one NGO advocating the economical
use of oil, specifically, the LPG, 70% of the families in Metro Manila managed
to lengthen the use of their LPG. Their regular use of our new Salvo gas-saving
device made these families use their LPG in 35 days instead of the usual 20
days.
8. Offering a sample
Ex. This is the latest brand of coffee Nestle company has been offering to the
public. You may avail yourself of a sample of this by presenting this coupon to
any grocery store that is selling this brand of coffee.

Fourth Step-Stimulating Action

The most important step in the selling process is you have to clinch the
deal. You haveto keep in mind the following principles in ending this selling
process.
First Principle- urge him to act right away by telling him of the following:
1. Deadline or Expiration date
I suggest you take this, now. This special offer is only up to Christmas.
2. Impending price increase
This pre-need plan will cost higher come January, 2008. It will go up by
40%.
3. Insufficient stock or supply
At this time, we have only ten sets of this style. If we succeed in disposing
of all these, we cannot guarantee the arrival of additional sets due to our
countrys new strict tariff laws. And if ever new ones arrive, the price will
be higher.
4. Offering premiums or bonuses
You will not have only one big bottle of delicious, guava jelly, but also one
free colorful canister.
5. Deferred-payment plans
Our company shall be glad to receive from you a down payment on only
20% of the total amount. The remaining amount will be paid in 12 months.
Second Principle- Urge him to act through a positive or direct approach like the
following:
1. Command or requests
Mail your order letter for this machine, now. Please, take time to see our
newly embroidered gowns.
2. Suggestions
Enclosed is my calling card. You may contact me anytime and let me
accompany you to the site at my own expense. There, you can see how
stylish the new units are.
3. Questions
What about visiting us; so, you can see the mushrooming structures in the
site? To save much, why not avail yourself of our promo offer?

Language Focus
One part of speech that is very useful in writing an effective sales letter is
the adjective. It is used to describe the object you want the buyer to buy.
Sometimes, you resort to using series of descriptive word. Likewise, you
tend to compare and contrast this object with other items. The following are the
rules you need to apply:
1. An adjective modifies a noun or a pronoun. It presents a more vivid,
interesting, and accurate picture of a person, a thing, and an event.
2. The position of adjectives- one word or series- is illustrated by these
sentences.
One-word adjectives- an effective sales letter follows the four steps in the
selling process.
Adjective-in-series-(order of the wordsnumbe,quality,size,shape,color,noun adjective).
3. Degrees of comparison of adjectives- Positive, Comparative, Superlative.
4. Some adjectives are compared irregularly. They do not conform to the
normal or common manner of comparison.
5. Absolute adjectives- these are adjectives that cannot be compared,
because they describe a state that cannot be changed.