The Good Sales Letter

The Good Sales Letter :

Consider now the good sales letter. It must proceed through certain steps. It must be based logically upon the principles of salesmanship. It must contain….

1. The opening, which wins the reader’s attention and prompts him to go farther into the letter.

2. Description and explanation, which gain his interest by picturing the proposition in his mind.

3. Argument or proof, which creates desire for the article you, has to sell by showing its value and advantages.

4. Persuasion, which draws the reader to your way of thinking by showing the adaptation of the article to his needs and his need of it now.

5. Inducement, which gives him a particular or extra reason for buying.

6. The climax or clincher, which makes it easy for the reader to order and prompts him to act at once.

These elements may be taken, in fact, not only as the basis for the successful sales letter but of every good business letter. For a collection letter is only a form of salesmanship on paper - you are selling your man a settlement of his account. And a reply to a complaint is but another - you are selling your man satisfaction. Over the whole field of correspondence the same principle applies.

Of course the elements may not always appear in the exact order indicated, or always in the same proportion, but they are there - they must be there if the letter is to carry the right impression to the reader’s mind. A collection letter may consist largely of persuasion with a striking climax. The reply to a complaint letter may be principally explanation. The sales letter, naturally, follows the outline most closely and as it has come to play by far the largest part in business correspondence it is the sales letter and its construction that should be given chief attention.

The Good Sales Letter