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Markedsføring og salg
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A sales letter to a potential customer must be formulated in a way that catches the reader’s interest right away.
A sales letter is a powerful and direct way of communication getting you close to your customers thus making a base for sales. Furthermore, it is a marketing advantage, as you are able to approach potential customers without your competitors’ knowledge.
Before mailing out sales letters it is important that you have gathered as much information on the customer as possible. The greater knowledge of a potential customer the better.
Basic Rules
- Carefully select your target group
- Gather as much information on the customer as possible – call the company and ask for the names of the human resource manager, sales manager, IT manager, etc.
- Your message must be relevant to the customer This increases the chances of the customer’s attention, consequently increasing the chances of a reaction/dialogue.
- State the receiver’s name in the sales letter as well as on the envelope. This way your sales letter gets to the right person and you signal to the customer that you know who he/she is.
- End your sales letter by stating that you will get back to the customer. If the customer does not contact you, you will never be able to know why, or even if he/she ever received the letter.
- Never mail out more sales letters than you will be able to follow up on in a couple of days – no follow up usually means no sales
Formulating the Sales Letter
Focus on the customer’s gain. Usually, customers do not pay attention to facts and data – all they care about is their own gain. The safest way to a potential order is by putting yourself in the customers’ place and see things their way and focus on their gaining from your product/service.
Consider this: Which properties does my product have – how will the customer benefit from it and what is to be gained?
AIDA ModelA possible formulation of your sales letter could be made according to the AIDA Model. The model is constructed to optimize the reader’s attention. Ideally, any brochure or letter should include the below elements in chronological order:
- A – Attention: Attract attention – by means of a teasing headline
- I – Interest: Maintain interest – list your product/service’s properties
- D – Desire: Arouse desire – focus on what is to be gained by the customer
- A – Action: Invoke action – let the customer know his/her next step
Note:
- Important matters first
- The greater relevance the better
- Use short sentences and paragraphs – avoid foreign words
- Use one font throughout the letter and not too many sizes
- A sales letter must be no longer than one page A4
- Enclose a brochure – or refer to your web site
- REMEMBER: Follow up, e.g. by phone – particularly important when approaching new customers
Carlslund
- Downlod eksempel af salgsbrev efter AIDA-modellen
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