Elements and Contents of A Letter

Elements and Contents of A Letter :

Take these elements up one by one and compare them with cross-sections of a good salesman’s selling talk.

You will be surprised to find how closely the parallelism follows and how simple a proposition it is to write a good business letter, after all, once you learn that it is merely a matter of talking to your man on paper.

First, you must get the attention of the reader. You may do this in a number of ways—by an opening sentence or paragraph, for instance, that arouses his curiosity, or by a striking statement that hits some one of his own problems, difficulties or desires.

This initial interest on the part of the man addressed is absolutely essential to the success of the letter. No matter how well your proposition may be stated in the body of the letter, or how strong your close, your efforts will be lost if the opening does not start the man reading.

Following this attention-winning opening, the good letter runs directly into the description and explanation, which is planned to gain the reader’s interest. This part must be above all specific. Every salesman knows the value of the actual demonstration—of having his goods on the ground, so that the prospect can see and feel and understand.

As a letter writer you cannot show your goods, you must depend on description. Give your man a definite idea of what you have to offer. Picture the article, its use, its, advantages so vividly that it swims before his mental eye.

But the reader must have proof of your statements. Proof or argument follows logically after explanation. Its object is to create desire. It is not enough to give your prospect an idea of the nature or make-up or working principles of the thing you are selling him.

You must reinforce all these by arguments, proving to him the advantage of the purchase, the saving that he will effect in his business, the increased efficiency he can attain in his work, the pleasure he will derive from the article.

Proof may be presented by showing the satisfaction, which the article has given to other buyers or by some novel demonstration of its quality and value.

Elements and Contents of A Letter