| The global marketplace is fast becoming a real marketplace: it is growing noisier and even more crowded, with vendors all racing to sell their wares to the nearest customer, and with marketing techniques that can be clever, if not downright ridiculous. Indeed, marketing campaigns are becoming more and more hard sell, annoying customers rather than attracting them. Despite the good efforts of advertising companies, customers are now inundated with information and saturated with images. Many companies, moreover, are employing tactics that alienate rather than attract customers, this may be due to the fact that hard sell marketing methods tend to make companies appear impersonal, when customers first need to know that they are cared for. In other words, customers need to know that you care, before they care what you know (or want to sell). A good sales letter might accomplish such a feat. A sales letter is simply a letter showing your companys credibility, the effectiveness of your product or service, and persuasive words for the recipient to buy the product or service.
Although this appears to be simple, writing an effective sales letter is easier said than done: it should be worded simply but convincingly, and it should be personal, but not intrusive. If you want to write an effective sales letter, take note of these tips before you start writing or typing it out. Sales letter need not be filled with clever words, puns, or jokes. In fact, it should not employ any ridiculous tactics to attract customers. The best sales letters are in fact terse, simply worded, and free from jargon or acronyms that the prospective customer will not be able to understand. Address your customer directly, and by name. If you avoid addressing them as simply Dear Sir or Madame or To Whom it May Concern, then you will have taken the first step in convincing them of the goodness of your company, and the greatness of your products or services. A personal address makes customers feel that they are cared for. A good sales letter is always worded clearly, especially when you mention how the product or service will directly benefit the recipient. If you are selling computer parts, mention how the customer needs the parts, and how important a computer is in todays society. If you are selling an encyclopedia set, mention how important reading still is, even with the Internet; mention how people always need to learn facts from a reputable source.
As long as you make sure that your customers feel cared for, then you are on the right track. Build trust in your prospective customers. If you have testimonials from satisfied customers, or quotes from respected people in your business, then use them in your letter. Use them sparingly, however, as quotes and testimonials can make your marketing appear too aggressive. Maintain your companys credibility. In as few words as possible, tell the recipient something about your company. If you are selling food products, you may want to state the safety standards to which you comply, or you may want to mention awards that your products received to go overdo this portion of the sales letter, since over-praising yourself will alienate, if not annoy your sales letter recipients. Make your sales letter attractive. Print the letter on high quality paper with good ink. A poorly printed or produced letter will turn customers away, no matter how good your product or service is. Remember, the quality of the letter represents your companys capabilities, so invest in good printing. If you can, include useful tips or facts in boxes or sidebars along with the letter. If you cannot make these boxes or sidebars fit, then enclose a brochure that the prospective customer could use.
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