Typical Sales Letter

Typical Sales Letter :

Here is a typical sales letter, filled with stereotyped, expressions and absolutely wanting in personality and real sales talk. It follows a commonplace form of general solicitation and would give no reader the impression that it was addressed to him personally.

As a whole the letter is purely commentary. It does not propose or offer one specific thing. The only positive statement in the entire letter is that a catalogue is enclosed. It does not interest the reader or arouse his desire. He has no reason for answering it.

The opening sentence lacks the directness necessary to win attention. There is too much “we” and not enough “you.” Such expressions as “we notice,” “no doubt” and “we desire to inform you” are superfluous and detract from directness.

It is a mistake to suggest that the reader “glance” through the catalogue. He should be asked to go over it carefully. Instead of soliciting an opportunity to quote discounts “if he is interested,” the letter should actually win his interest by playing up some particular feature of quality, service or price and showing how the goods will meet his needs.

The close is simply the mildest suggestion, inspires no action and offers no inducement for the reader to answer.

Notice how the same proposition is handled in the rewritten letter. The opening appeals directly to the reader’s needs, compelling his attention. The second paragraph wins his interest by picturing an undesirable situation he may face and showing him how to avoid it.

This letter should be typed in the official letter-head of the company.

The Company's Name

Door Number and Street's Name,
Area Name,
Postal Code : XXXXXX
Phone Number : 0000 - 123456789

TO :

The Receiver's Name,
Door Number and Street's Name,
Area Name,
Postal Code : XXXXXXX

Date :

Reference :

My Dear Mr. French,

You will soon be wanting supplies for the new plant you are erecting.

And you know what a trying proposition supply buying is when you have to obtain your equipment from a dozen different sources. There are sure to be some parts to go back for alterations: there will be delayed shipments on some goods that will hold up all. You have been saying to yourself how much quicker and easier and better you could put your plant in shape if you could get somewhere a complete equipment that would meet your needs.

That is just what we are ready to install for you on an hour’s notice - a complete equipment that will meet your most exacting demands - in economy of operation - in-day – in and - day-out wearing quality.

And because we can furnish you with every item of equipment that you need, we can do it at a bed-rock minimum of cost to you. The catalogue enclosed is a perfect directory of plant equipment. Go over it very carefully. Note particularly the special prices quoted on “Star Brand” belting. This is made in our own factory from the very choicest oak tanned stock. In actual tests it has proved its ability to outwear three times over any other belting at the same price on the market. And this is just one item — just to give you an idea of the price and quality we could give you in furnishing your plant complete.

You simply cannot afford to buy a dollar’s worth of supplies until you know our rock-bottom price for the entire equipment. Fill out and mail the enclosed specification blank today. Our prices and full particulars will come by return mail.

Very truly yours,

Yours Sincerely,

(The Sender's Signature)

The Sender's Name

Enc. :

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Interesting Letter

Typical Sales Letter