this presentation is intended for technical writing classes, particularly on Sales Letter Writing

1. SALES LETTER
Technical Writing and
Scientific Reporting
Mr. Marvin O. Gabatin

2. sales letter defined
A document designed to generate
sales
Convinces the reader to place an order;
to request additional information; or
to lend support to the product or service
or cause being offered
Influences the reader to take a specificPANPACIFIC UNIVERSITY NORTH PHILIPPINES TAYUG CAMPUS INC. | COLLEGE OF
TEACHER EDUCATION | MOG/15
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3. Represents you as the writer
Aims to educate a prospect, entice the
prospect to visit the store or make the
first step for the coming of the sales
agent in the house of the customer
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sales letter defined

4. advantages of sales letter
They are less costly
They are convenient
They are effective
They are addressed to a specific audience or
target market
They can be very comprehensive. They can
fully explain things regarding a product
PANPACIFIC UNIVERSITY NORTH PHILIPPINES TAYUG CAMPUS INC. | COLLEGE OF
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5. 7 commandments (Turner,
2003)
1. Focus on what your prospect wants, needs, hopes, dreams, and
desires … or appeals to their emotion
2. Never forget that benefits sell!
3. Always write to someone specific
4. Get your readers’ attention immediately!
5. You must write to sell!
6. Don’t put them to sleep
7. Please tell them exactly what you want them to do
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6. THE HEADLINES
One of the compelling parts of a sales
letter
Usually 3-30 words long and should
attract immediately the attention of the
reader
Tells the reader what the letter is about
and promises that the product will surely
benefit him PANPACIFIC UNIVERSITY NORTH PHILIPPINES TAYUG CAMPUS INC. | COLLEGE OF
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7. THE HEADLINES
To attract attention, the headline may be
centered or be put inside a colored
textbox
The font style may also be changed
Use power words like “you,” “finally,” “At
last,” “Free,” “Proven,” “imagine,” “fast,”
“cheap,” “ Enjoy,” “Now,” “learn,” and
others PANPACIFIC UNIVERSITY NORTH PHILIPPINES TAYUG CAMPUS INC. | COLLEGE OF
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8. THE HEADLINES
Sample:
Finally, here is a medicine that will
surely cure your diabetes!
Free cap for every purchase of water
dispenser!
Enjoy the beauty of life by capturing it with
a digital camera!
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9. SALES LETTER:
COMPOSITION (AIDA)
ATTENTION
Your main intention here is to catch the
attention of the reader to read your letter
Use emphasis by underlining,
CAPITALIZING, italicizing, or punctuation.
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10. ATTENTION
“If you think fanning pollution away from
your face is enough to protect you from
its harmful effects, think again … “
“Skin problem? All of us have heard
enough promises. Today, there is a clear
solution at …”
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SALES LETTER:
COMPOSITION (AIDA)

11. INTEREST and DESIRE
Attack their emotional, rational or ethical
dimensions (since buyers are human
beings with heart, mind, and soul)
Exploit all their senses and intellect or
reason
Use evidences such as research data or
examples
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SALES LETTER:
COMPOSITION (AIDA)

12. INTEREST and DESIRE
“New books will enhance the knowledge of our
students. When we produce quality graduates,
many will be enticed to enroll here.”
“if we would not buy books, our accreditation
might be deterred.”
“it is only fair that we buy new books this year. The
last time we bought books was three years ago.
Other schools have purchased new books now.”
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SALES LETTER:
COMPOSITION (AIDA)

13. INTEREST and DESIRE
Convince them that your products are worth buying
for by using evidences
Facts and figures concerning the product Samples
Free trials Guarantees
Testimonials Tests
References Statement of savings and
economics
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SALES LETTER:
COMPOSITION (AIDA)

14. INTEREST and DESIRE
“In a month, you will be able to save P500
if you buy this lamp.”
“Sharon Cuneta once said If I don’t believe
in a product, I’ll never endorse it. Now,
she’s endorsing a whitening soap. She
surely trusts it.”
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SALES LETTER:
COMPOSITION (AIDA)

15. ACTION
The most important of all steps; hence
you have to be very definite and
strongly tempting
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SALES LETTER:
COMPOSITION (AIDA)

16. ACTION
1. Offering special terms and inducements. Reduction
in price; installment mode of payment; free trial;
offering free gifts; etc.
2. Specifying the action desired. Call your office? Fill
out a form? See a demonstration? Initiate the visit of
a salesperson?
3. Providing facilitating devices such as e-mail links,
reply forms and postage
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SALES LETTER:
COMPOSITION (AIDA)