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Jumat, 26 Februari 2010

Sample sales letter

This is part of the Guide to Successful Marketing and Selling to US Importers.
This guide has a chapter containing more comprehensive information on
writing effective sample sales letters that get results.
For more information, click here.

Direct marketing (sending a sales letter by mail) is the most effective way to market your products and find new buyers. With all the new technology we have today (internet, fax, B2B, etc) more than 8 out of 10 US importers say they prefer to be contacted by sales letter. But you cannot send just any letter. The sales letter that you send represents your company. If it looks good, you look good. If it looks bad, you look bad. If there are mistakes in the letter then the quality of your product is questioned.

An estimated 97% of all sales letters go into the trash. It is important that your sales letter looks nice and is effective in order to be part of the 3% of letters that stay on the importer’s desk. Importers generally look at the first paragraph first. If they are still interested they skip down to the last paragraph to look for the seller’s web site address. Our research showed that US importers generally do not look at the second or third paragraph.

Sales letters don’t sell anymore. Your web site does that now. Your sales letter has two functions. The first is to introduce your company and your products and the second is to direct the reader to your web site. Effective sales letters generally have four paragraphs and are arranged in the following manner:

Paragraph 1: Attracting Attention

A recent research study showed that US importers generally spend seven seconds looking at a sales letter to determine if they are interested or not. If within that 7 seconds you have convinced the reader that you have a product they would like to buy and resell then they will continue reading. Otherwise the letter goes into the trash.

Paragraph 2: Building Interest and Desire

Once you have the reader’s attention you must give the basic details. Your goal is to show that you have a reliable product that the importer can buy from you and then easily resell in the US for a profit.

Paragraph 3: Convincing The Reader

At this point you have the reader’s interest and have given the basics. This paragraph tells the importer the benefits of buying your product. Here you show the buyer how he/she will benefit from buying your product.

Paragraph 4: Request for Action

This paragraph is short and has only one function: go to your web page for more information. It is very important that you put your web site address in this last paragraph and encourage the reader to go there to see more about your products.


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