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Matakuliah : G0374/Business Writing

Tahun : September 2006

Sales Letters

Pertemuan 11

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• To sell a product or service

The Purposes

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The Principles

• Attention

• Interest

• Desire

• Action

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Types of Sales Letters

• Direct Mail

• Retail

• Sales promotion

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Direct Mail Sales Letters

• Does the entire selling

• Never calls on the customer

• Never even seen in person

• Solely on the basis of the description

• Mail a check

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The Requirements

• Grab the reader’s attention through the physical appearance.

• Develop the reader’s interest.

• Convince the reader.

• Facilitate actions.

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The Physical Appearance

• The use of flashy envelopes

• The inclusion of brochures /samples

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Developing the reader’s interest

• Appealing headlines

• Physical description of the products

• Some pictures of the products

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Facilitating action

• Clear directions for ordering

• Reply card and postage-paid envelope

• A ‘send-no-money-now’ appeal

• An offer for a premium