A sales letter is a commercial text that contains information for potential consumers about your product or service. The purpose of such letters is to attract the attention of buyers to your products. Promotional letters are an excellent selling tool that allows you to achieve a large number of responses and increase orders. However, the question of how to write them is completely at a loss. This will help examples of advertising letters that can be used as a template.
How to write a sales letter
A sales letter contains a description of the goods and services offered in such a way as to stimulate the interest of potential buyers in them.
Any organization engaged in commercial activities should give due attention to advertising products or services. There are two types of advertising letters:
- A document that contains information about the company itself.
- Letters describing the products and services offered.
The advertising also uses various newsletters, brochures with more detailed information about the goods. They do not apply to advertising letters and, as a rule, are issued at the request of the buyer, who already has primary information about the company and its products.
Rules for writing a company letter
When writing an advertising letter, the following rules must be observed:
- Informational content. The text should be concise, informative, substantial. No need to offer customers a detailed description of the company and its products. It is important to convey the most essential information that reflects the uniqueness of the company, the difference between its offer and all others.
- Brevity. Sales letters should not be larger than a page. Large advertising texts will most likely not be read.
- Unobtrusiveness. Do not be too intrusive to offer your products so as not to cause irritation to the reader. The text should be unobtrusive and convincing.
- Accuracy. You should not exaggerate the merits of the company or individual products, post only proven information in practice. Do not mislead potential customers.
- Strictness and rationality in design. The letter should be written on the form with all the required details without unnecessary registration. The font of the letter is better to use at least 13 pt with one and a half line spacing. Sample advertising letters help to understand the design features well.
Spelling order
When writing promotional letters, you must adhere to the established order. Below you can find real examples of promotional letters.
If the main purpose of the letter is to draw attention to certain goods and services, then it should be formed as follows:
- Appeal (for example: "Dear ladies and gentlemen!").
- Brief information about your company.
- The list of products indicating the main advantages.
- Additional terms.
- Possible forms of cooperation (retail or wholesale purchase, offer of services and so on).
- Expression of the possibility of providing additional information about goods, product samples.
- Expression of hope for a long and mutually beneficial cooperation.
- Signature.
If the purpose of the letter is to represent the company, it is structured as follows:
- Address to the recipient.
- Brief information about your company.
- The main activities of the company, its advantages, achievements, advantages in comparison with other companies.
- Possible forms of cooperation.
- Expression of the possibility of providing additional information about the company.
- Expression of hope for a long and mutually beneficial cooperation.
- Signature.
Check out examples of promotional emails to better understand their structure. Depending on your goals, the structure of the text may change.
Just a few words about such an important attribute as a signature. In practice, advertising letters are signed not only by company leaders, but also by ordinary employees. However, in order to ensure a high level of trust and have a greater impact on a potential client or partner, it is better to sign the letter to the head or one of his deputies.
Examples of promotional letters. Opening of a photo studio
Ladies and gentlemen!
On the street Lenin (shopping center "Aladdin", 1st floor) opened a new photo studio "World of Photography".
Professional studio photographers offer you the following services:
- photographing weddings, other family holidays;
- studio photo shoots in the interior;
- production of photo books, graduation albums;
- digital photo printing;
- restoration of old photos;
- making art portraits.
In the studio you can purchase:
- photo frames;
- photo albums;
- cameras, lenses and related accessories.
We are waiting for you in our photo studio!
Sample company letter
Dear colleagues!
Our company has been operating in the knitwear market for more than ten years. We offer knitted clothes from France, Belgium, Italy and Spain. For many years of cooperation, the company has confirmed its status as a reliable partner, providing its customers with high quality products at affordable prices.
We are engaged in the transportation of these products to the CIS countries and provide its insurance.
By the summer season of 2018, we have formed a new fashionable collection of knitted clothes in a wide price range.
If you are interested in our offer, we are ready to send you a detailed price list and answer all your questions.
We look forward to a long and fruitful cooperation.
Sincerely, Director of the company (company name, last name, first name, middle name of the director and signature).
Distribution of promotional letters
An advertising letter may contain various information, but the structure of such a text, as a rule, corresponds to the one presented above. Next, the question always arises of how to establish a dialogue with a potential buyer. Distribution of advertising letters differs from other types of advertising in that it implies a response from the opposite side. This may be a consent to purchase products, a request for additional information, a request for a meeting, and so on. The main thing is that the answer to your letters follows. If the addressee is silent, then the information indicated in the letter did not interest him. In this case, you can clarify whether the recipient received your letter, or after a while write a letter with different content.
Registration of promotional letters
You have already seen examples of promotional emails. The sample allows you to understand how to build such texts if you do not already have experience.
It is advisable to print the letter on quality paper in good printing. It is even better to use company letterhead for this. One of your main tasks is to establish the first eye contact with the recipient. In the first few seconds, the reader manages to make an impression of your company, choose the most important thing for yourself and either be interested in your offer or reject it. Then comes a closer acquaintance with the company, which, as a rule, only enhances the first impression.
If you plan to send out electronic advertising letters, you can choose a simple, non-distracting background in a neutral color for design. Depending on the features of your proposal, illustrations can be inserted into the text that will attract the reader’s attention.
Rules for composing the text of advertising letters
Identify the key advantages of your proposal - they can be highlighted in bold, headings. Make out the various positions of goods or services in short paragraphs, in blocks of two or three lines. Note that the long paragraph will be read last. At the same time, the gaze moves spasmodically between the lines in search of the most interesting moments.
To activate the reader’s attention to the text, more personal pronouns should be used. Thanks to this reception, the letter takes on a more personal character. It will be appropriate to contact the addressee by first name, patronymic, especially if you met with him personally.
To induce action, it is recommended to use verbs in the present tense in a letter. Compare two options: "Only this week you have the opportunity to use our services with a 15% discount" and "You can use the services with a 15% discount." Most preferred would be option one.
Of course, the letter should be written in a clear and competent language. It should not be overloaded with professional terms and slang speech. Try not to write monotonously, dilute the text with an original, non-standard word.
Do not abuse the imperative.
Useful Tips
Studies show that a short text with small paragraphs is always better remembered. As a rule, a person is able to immediately remember a sentence of five words, of the phrases with ten words only half is remembered. Therefore, text blocks should be optimally divided in terms of information memorization.
Before preparing for work, study as many examples of advertising letters as possible, highlight the advantages for yourself as a consumer, and try to use them in your text. A well-written advertising letter will attract buyers to your company and open new heights for you and other employees. Remember that it is not the director who pays the salary, but the consumers.