III. READING ASSIGNMENTS.
Ex 1. Skim through the text and answer the questions:
1. What are the functions of a sales letter? 2. What three things should one keep in mind to write an effective sales letter? 3. What are some helpful considerations in audience analysis? 4. Why is the 'you attitude' so crucial for sales letter writing? 5. What is the plan that a sales letter should follow? 6. Why is it so important to get readers' attention? 7. How should a sales letter be started? 8. What technique is used to begin a sales letter? 9. What statements should be avoided? 10. How should a product or service be introduced? 11. What is written in the third part of a sales letter? 12. What evidence should one use to convince the reader? 13. If necessary, how should you introduce costs for your product or service? 14. Why is the last section so vital?
Ex 2. Examine the sales letter given below.
Write a one-page assessment in which you identify the four parts (four A's) of a sales message.
Ex 3. Television commercials and ads in magazines and newspapers also provide useful models of the ‘four A's approach’ to the customer.
Find an ad in a newspaper/magazine or a TV commercial and evaluate it according to how well it follows the four parts of a sales letter. Ex 4. A sales letter is only one of many factors in the sale of a product or service. A need must exist or be imagined. The customer's interest must be aroused and a choice must be made from competing sales persons and products. One technique for persuasion is to use POWER words and phrases. Using words to make people DO things is the key to business success.
Here is a list of ideas and suggestions for sales letter openers and endings. Distribute them among the two columns:
1. The two most abused words in manufacturing sales are QUALITY and SERVICE. 2. Mark Twain once remarked, ‘Always do right. This will gratify some people and astonish the rest.’ 3. So do the right thing for yourself - mail the card today. 4. Has your eye ever been caught by a picture so beautiful you couldn't look away. 5. Your credit is good. Just remove the coupon below and mail it with your order at once. 6. Won't you take advantage of it now - to put a quick stop to costly losses? 7. Save yourself some time. Just initial this letter and return it in the business reply envelope enclosed. 8. Here is an indispensable invention for anyone who... 9. Allen Albright, a fellow you are going to like, will be around Tuesday morning to show you samples and to write your order. 10. Your copy of this interesting publication is ready for you. Just initial and mail the enclosed card. 11. Soloviyoff has opened a great new store in... Mail your check today in the convenient envelope enclosed. 12. I wonder if you have ever had an experience like this one - 13. It's your money that's involved, and the stakes are HIGH! 14. Send no money. Simply mail the card. We've cut out all the red tape - simply mail the card. 15. We would like you to select any three important professional books - value to $72 - for only 99 cents each. 16. This letter is your guarantee. Keep it but send us the card - today. 17. The enclosed order blank should be mailed immediately. 18. Do not delay - send the order blank now. 19. Return the order blank right away. 20. This letter is unlike any we've written before. 21. Simply check the card and put it in the mail today. 22. Strength in numbers may be good for the military, but not for the fashion-conscious woman. Barbara's Exclusive Fashions promise what the name implies. 23. We live in an age in which there seems to be a club for just about every purpose you might imagine. 24. The Moscow area has long been known for its cosmopolitan tastes. 25. Don't write a letter. The enclosed check-off card is for your convenience. 26. Before you put it aside, sign and return the card. 27. Just sign the card and have your secretary mail it promptly. 28. You probably get a lot of mail like this - and it goes in the round file - but don't be too hasty! 29. Do you know Socrates' chief attribute? Pertinacious curiosity - and with it he came to represent the highest achievement of Greek civilization. The quest for answers has drawn Zellwell Chemicals into the search for relief from the common cold. 30. Our supply is limited. Act now! 31. Did you know that the average person uses a mere 10% of his or her brain power? Why not double that, or even triple it? You can. Our new book tells you how. 32. There are no strings attached to this offer. It is simple. Just mail the enclosed postpaid card. 33. Put the card in the mail to start the ball rolling. 34. So many of us are tired of the day-to-day dull routine of a salaried job. Now you can do something about it.! GRAPHICS offers... 35. Too many expenses have doubled in recent months. Why not double your income? Our training courses has doubled the salaries of a great many men and women. It can do the same for you. 36. As chairman of the Board of Trustees, I'd like to personally invite you to... 37. It's your move. Telegraph orders are filled overnight. 38. If for any reason you are dissatisfied, simply return... and owe absolutely nothing. 39. When General Electric call on us for information, that is something to be proud of. 40. Have you ever looked in the mirror in the early morning and said, ‘There has to be a better way’? We have said that too. And we can help you. Jones Correspondence Courses can prepare you...
NB Sales letters also take advantage of visual aids. These include such devices as CAPITAL LETTERS, ‘quotation marks’, underlined words, dashes -, dots..., short paragraphs, phrases punctuated as sentences, indented paragraphs, exclamation points, and postscripts.
Ex 5. Match English phrases in column A with the corresponding Russian ones in column B. A 1. Our supply is limited. Act now! 2. How much business do you lose when your telephone rings and you are not there to answer it? 3. Has your eye ever been caught by a picture so beautiful you couldn’t look away? 4. I urge you to call at 200 – 0000. 5. You can call us at any time, day or night. 6. We live in an age in which there seems to be a club for just about every purpose you might imagine. 7. Here is an indispensable invention for everyone who … 8. You will never miss a call if you use our service. 9. Don’t forget we are here twenty-four hours a day. 10. You probably get a lot of mail like this – and it goes in the round file – but don’t be too hasty. 11. Put the card in the mail to start the ball rolling. 12. The enclosed order blank should be mailed immediately. B a) Сколько клиентов вы теряете, когда звонит телефон, а вас нет на месте? b) Вы можете звонить нам в любое время дня и ночи. c) Вы никогда не пропустите звонок, если пользуетесь услугами нашей службы. d) Я настоятельно прошу Вас позвонить по т. 200 – 0000. e) Наши поставки ограничены. Действуйте безотлагательно. f) Не забывайте: мы к вашим услугам 24 часа в сутки. g) Касался ли Ваш взгляд когда-нибудь картины, настолько прекрасной, что Вы не могли оторвать от нее глаз? h) Прилагаемый бланк заказа следует немедленно выслать. i) Мы живем в такое время, что, кажется, есть клубы почти всех направлений, какие Вы можете себе представить. j) Это незаменимое изобретение для любого, кто … k) Возможно, Вы получаете много подобной почты и отправляете ее в корзину, но не слишком торопитесь. l) Отправьте карточку почтой, чтобы дело закрутилось. Ex.6. Fill in the blanks using the words from the box. A easy, from different angles, to sell, attention, are essential, must develop
A direct mail sales letter attempts ____________ directly to the customer trough the mail. It must grab the reader's ____________ with its physical appearance, the use of flashy envelopes, and the inclusion of brochures or samples often help. It ______________ the reader's interest with appealing headlines and through physical description of the product; several pictures, _______________, are a good idea. It must convince the reader of the product's quality and value; such evidence as details and statistics, testimonies, and guarantees ________________ when a customer cannot see or test a product for himself. It must facilitate action: clear direction for ordering plus a reply card and postage - paid envelope - make everything __________.
B the sale will take place, to act fast, commonly used, their advantage, original price, information, specific
Retail sales letters are ________________ by retail business to announce sales or stimulate patronage. _________________ over other forms of advertising (such as television, radio, or newspaper ads) is that letters can be aimed selectively - at _____________ audience most likely to buy. A letter announcing a sale must contain certain _____________:
1. the reason for the sale (holiday, special purchase, etc.) 2. the dates on which _______________________ 3. an honest description of the sale merchandise 4. comparative prices (______________ versus sales price) 5. a statement encouraging the customer _________________.
C inquiries, a sales representative, questions, detailed, solicits interest, could be, for example, a promotional letter
A sales promotion letter ________________ rather than an immediate sale. It is written to encourage _______________ rather than orders. A product that requires demonstration or elaborate explanations, _______________, could be introduced in a promotional letter. Interested customers will inquire further. Products requiring elaborate and expensive descriptive material (a large brochure or sample) ______________ introduced in a promotional letter; uninterested names on a mailing list would then be screened out, leaving only serious potential customers and thereby cutting costs. ____________________ must stimulate the reader's interest and describe the product. But it need not be as ______________: customers desiring further information are invited to send a reply card, ______________ a sales representative, or visit a local dealer. And a follow-up letter (which could include a leaflet or sample) should provide complete information, including specific answers to _____________ the customer may have asked.
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