Chapter 10, Problem 10.9fE

Summary Introduction

To Determine:

The emotional appeals and logical arguments used by the letter.

Introduction:

The direct-mail package is a part of the direct marketing method wherein the seller sends a letter or an envelope or a brochure directly to the customer's email address. While preparing sales letter the person has to make it appealing since the customer will decide to buy or not based on the sales message. The following are some of the points to write an effective sales letter:

• The person must step into the shoes of the customer.
• The person must organize the letter properly. The letter must include introduction, body and a close.
• The letter must be easy to read and understand.
• The letter must contain captions or headlines that capture the reader's attention.
• The person must make the readers want his product or service. This can be done by thinking from the customers' point of view and designing the letter that fulfills the requirement of the customer.