Paragraph One:
Attracting Attention
The first sentence must get the reader's attention. Asking a question in which the answer is guaranteed to be "yes" is a good way to start. "Would you like to improve your life?" The opening paragraph, in fact the first sentence, should excite curiosity or attract the attention in some way that will make the reader continue to read the letter.
The most difficult paragraph to write in a sales letter is the first one. You he just a few seconds to get the reader's attention.Would you like to see your factory's production increase by 15% or more?Wouldn't you prefer to he your wedding pictures taken by the leader in the field?
Another way to start a sales letter is to write a sentence that will surprise or shock the reader.
In 1996 we helped over 250 small businesses like yours to increase their productivity.Since 1991 we he grown from a small printing company to one of the largest publishing houses in the city.If you are contacting the customer for the first time or if your company is unknown, you might start with a general introduction of yourself.
Example A:Alfred's Textile Marketing Co. Ltd. is a leading Russian manufacturer and exporter of socks and hosiery. The range of our product line, good quality, and competitive prices he made us one of the fastest growing companies of its kind in Russia.
Example B:Floppy Textile Buying Agency, established in 1987, is one of the fastest growing agents in India. We currently represent a number of major European importers, such as Fe Fe LaMew Mail Order of France and others.
Other Examples:The ABC Trading Company was founded in 1986 to serve the construction industry in New York state. Since then we he expanded our market year by year to where we now he customers in 12 countries around the world.
Paragraph Two: Building Interest and DesireThe second paragraph must convince the reader of the value of the product. When you he succeeded in getting the reader's attention, you must hold that attention. The best way to hold it is to build interest by describing your product so that the reader can virtually experience it. Use colorful, descriptive words.
In paragraph two you must show the reader that he/she either- needs your product (a car)- could use your product (an easier inventory system)- should not be without your product (insurance)OR - would benefit from your product (a new line of clothes he/she could sell)Sentence by sentence you lead the reader through your sales pitch. If he closes his eyes he can see that new car, going home earlier because of his new inventory system, the comfort of hing insurance, and increased sells because of the new line of clothes.
Example A:??located in Moscow, we produce a wide variety of socks and hosiery items in a cotton-woolen-nylon blend for men, women, and children. These socks are of good quality, are popular with customers, and sell well. Our total production erages 10 million pairs per year, 70% for export and 30% for the domestic market.
Example B:We are happy to announce that we are now offering this same service to American import companies like yours. From our office in New Deli, the heart of low cost and good quality ready- to-wear garments, we can supply your company with whatever kind of apparel you would like.
Paragraph Three: Convincing the Reader If you he done your work well to this point, the reader is already interested and is partially convinced. You must convince readers that it is to their advantage to buy your product or use your service.If the reader has read your letter to this point then he/she is interested in your product. Paragraph three convinces him/her to buy it. It is here that you show what buying your product would mean to the reader.
Example A:The wide range of Indian export companies that we work with insure you of getting just the items that you are looking for. W[收起]
