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Sales Letters

A sales letter is a piece of direct mail which is designed to persuade the reader to purchase a particular product or service in the absence of a salesman. It has been defined as “A form of direct mail in which an advertiser sends a letter to a potential customer.”

It is different from other direct mail techniques as the sales letter typically sells a single product or product line, and further tends to be mainly textual as opposed to graphics-based, although video sales letters have become increasingly popular. A sales letter is usually, but not exclusively, the final stage of the sales process before the customer places an order, and is meant to ensure that the prospect is committed to becoming a customer.

Because of the direct response nature of sales letters, they can be carefully tested on an ongoing basis to determine which version performs best in customer and sales conversions. Sales letters are usually developed incrementally, with split testing of various elements. This ensures that the marketeer or copywriter confirms which headline, body text or graphic design converts best. On the internet, it is possible to track additional variables, such as the bounce rate, the open rate of emails and click through to the checkout, among others.

The sales letter has become an integral part of internet marketing since the advent of the internet and typically takes the form of an email or webpage. 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:

It functions as a sales person:

A sales letter educates, persuades and convinces the customer to buy a particular product or service wherever a sales person cannot visit the customers.

Direct communication:

It can be sent directly to prospective customers.

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.

Goodwill:

It creates and maintains goodwill among the customer by offering quality products and services.

Convenience:

Unlike TV and Cinema advertisements sales letters can be set aside and read later at leisure.

Cheaper:

It is less costly as compared to other forms of advertisement.

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.

Quick:

Unlike sales representatives, sales letters get quick, direct access to the target person.

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.

Mail order business:

It is the main source of securing orders for a mail order business.

Customer education:

It educates the customer in selecting the right type of goods and services.

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.

Personal touch:

Sales letters 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.

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