SALES LETTERS Structure of a Sales Letter A sales letter follows the selling process stages: Making Your Offer Offer a discounted price, easy terms, and free gifts. Raise offer value by adding benefits rather than lowering price. Give a strong guarantee removing purchase risk. - Attract attention Inducing Action - Create interest and desire - Win confidence - Motivate action Scarcity incentives like limited time/quantity prompt action. Concluding sentence precisely states the action to take. Easy response like a call or card. Exclamatory imperatives are effective hooks. It overcomes buyers' objections like disbelief, perceived lack of need, risk concerns etc. Each stage uses specific techniques. Attracting Attention Attention-grabbing openings use devices like proverbs, striking facts/figures, stories, split sentences, conditional phrases, questions related to the offer, commands, exclamations etc. They arouse interest to read further. Creating Interest and Desire Describe the reader's problem vividly. Present your solution confidently. Establish credentials briefly. Explain benefits addressing universal desires like status, security, leisure etc. Use product name frequently. Hints of fear of loss need care. Vividly describe benefits. Winning Confidence Present facts and opinions establishing your credibility. Facts include sales figures, awards, certifications, trial offers. Opinions are customer testimonials. Avoid excessive claims. Adopt a businesslike, rational tone. Closing Always include a postscript reminding of special offers and limited time availability.