Customers can be encouraged to buy your product now with the right incentive.
Writing an effective business letter for the purpose of launching a new product requires some planning. Knowing your product and your reader well facilitates the process. An eye-catching letter is a must to get your readers' attention, as they are bombarded by hundreds, or even thousands of sales messages every day. The competition is fierce, so it is critical that your letter shows clearly how your product will make their lives better. Appealing to your prospective customers' emotions is the best way to encourage them to buy.
Instructions
1. Prepare to write the sales letter. On a sheet of paper, write out all the features of the product, with the benefits listed next to each feature. As you make the list, keep in mind who the reader is and what he or she will probably like about your new product. Compiling this list will help you decide which benefit to use as a headline. This list will also prepare you to write the body of the sales letter.
2. Format the letter like a normal business letter with the customer's address, the date, the salutation, the text and the closing flush left on the page. The main difference between a sales letter and a business letter is the headline, which will be centered at the top of the page.
3. Write the headline statement. Center it at the top of the page. Refer to your list of features and benefits to select your headline, which promotes the most exciting benefit that the product offers. Use a larger font for the headline to make it stand out on the page. Some writers use a provocative question to get the reader's attention. For example, a sales letter written to market a new vacuum cleaner that does not have vacuum bags might ask, "Are You Tired of Changing Messy Vacuum Bags?"
4. Address the letter to a particular person whenever possible. Be sure to spell the name correctly. If you have any doubt about the spelling, verify it before adding it to the letter. Also use the person's title, if you know it.
5. Write the body of the letter. Emphasize the benefits, instead of the features. Never leave a reader saying, "So what?" because you did not clearly define the benefit of a particular feature. In other words, if you say, for example, that the vacuum cleaner you are selling folds up, then be sure to explain the benefit derived. An effective way to say this would be: this vacuum folds up for easy storage. For easy reading, bullet points are recommended to list the features and benefits.
6. End the letter with a call to action. You must ask your customer to buy. Adding a sense of urgency to purchase is a highly effective tool for getting the reader to buy right away. For example, you could offer a discount that lasts through a certain date. Another way to get a customer to purchase immediately is to offer a bonus gift for purchases made by a certain date.
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