it is a presentation about sale letters and sales promotion letters. by this presentation we came to know the different styles and form of sales and sales promotion letters.

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2. Presented to: Mr. Muzaffar Qadir
Bhatti
Presented by: Malik Muhammad Ali
(BSENG-17-25)
Topic: Sales Letters and Sales
Promotion Letters

3. Sales Letter
• A sale letter is a type of letter which is written
to sell goods or services.
• It is the most selective form of advertising
which aims to sell particular kinds of goods or
services to particular type of customers
• The basic purpose of sales letters is to
persuade the reader to buy it what you are
selling.

4. Kinds of Sales Letters
• Solicited Sales Letters
• Unsolicited Sales Letters

5. Solicited Sales Letters
• Solicited Sales letters are written in response
to inquiries related to sales
• The buyers want to gather information about
price, terms, catalogues, and condition of
trade.
• These letters are written by the firm to attract
buyers to buy the products it manufactures.

6. Unsolicited Sales Letters
• Unsolicited Sales letters are the real sales
messages
• They are written to introduce goods and
attract buyers for the purchase.
• In this way the promotion of thing is carried
by two mean:
a. By the business representatives
b. By sales letters

7. Uses of Sales Letters
Sales letters sell by mail
• By mail the sales letters of different things such as
books, magazines or clothing are send to selected
costumer by mail.
Sales letters produce enquiries
• Sometimes a reader becomes interested to buy
product by reading sales offers so he sends an
enquiry to writer and then a chain information is
developed when buyer is convinced to buy product

8. Continue…
Following up sales enquiries
• There are many enquiries which a reader of an
advertisement in a newspaper makes. In response
to his enquiries the firm send him letters and
printed material to urge him to buy that product
Induce people to visit the store
• Sales letters are used to arose interest in the
customer. They are urged to visit store to make
their mind to buy that product.

9. Continue…
Building good will
• Sales letters are used to build good will between
the sellers and buyers. those are used to welcome,
greet or thank the customers.

10. Elements of sales letters
• The basic functions or elements of sales
letters are four and these are:-
It attracts attention
It arouses our interest
It produces/conviction and desire
It stimulates actions.

11. Attracting the reader‘s attention
• The main objective of sales letter is to attract the
attention of a reader and produce a soft corner for the
purchase of the product advertised.
Language must be appropriate as Dear Mr. Hamid is
better than Dear reader or Dear subscriber
The Opening Paragraph must be interesting to arouse the
interest of the reader.
a. Use Proactive Questions
b. Courteous Command
c. A challenging statement
d. Begin with a quotation.

12. Arousing Interest
• The second function of sales letter is to create
interest in the mind of the reader
• The writer must build a picture of the product
because if he send a letter to a person who
knows nothing about the product then what
will he buys.
• Striking points must be there about the
quality of product or features of products

13. Creating desire…
• This is also the objective of sales letter is to
produce a desire in the mind of the reader to
buy that product.
• It depends on two things:-
1. He should appeal to his mind
2. He should appeal to his emotion.

14. Stimulating actions…
• The main objective of the sales letter is not
achieved unless a reader buys the product. The
reader must be stimulated to buy products.
1. He may be offered a special discount on the
product if he intends to buy.
2. He may be offered a gift or prize scheme.
3. He may be offered pre-paid self addressed
envelops or business reply cards.
4. The reader may be asked to place an order on a
telephone call.

15. Sales Letter, having an appeal to
security (Example)
• Interest (You might have worried at the robbery
committed by a gang in your neighbor.
You need not to worry. The Modern
Security Enterprises have solved this
problem for you and members of your
family forever).
• Desire (The system is very fast and smooth. Just
push a button of the remote controlled
device as soon as any stranger enters
your house, our well equipped security men
will be at your door step with a few
moments.)

16. Continue…
• Conviction (At the cost of a few hundred
rupees , you can buy peace
mind for your wife and children
and yourself. Our
representative will call you to
tell more about the scheme).
• Action (I shall not press you to join it. I
shall just give you the details
and leave the rest to you.)

17. Sales Promotion Letters
• These are same as sales letters, but they are
different from them.
• The main purpose of sales promotion letters is
to attain the higher turn over.
• They increase the expansion of market size as
well as increase the product image.
• In this modern world, the business world must
keep up to date with business trends and ever
changing conditions of business market.

18. Characteristics of Sales promotion
letter
Timelines:-
• There must be a special occasion, an anniversary, a
holiday, the arrival of new stock, which must be seized
upon to write such letters. To celebrate special occasion.
Expression of good will and services
• The tone of a letter of this kind is full of good will and
services. If a sales letter asks a reader to buy and become
a customer, the sales promotion letter merely tells him
“Let us serve” and asks you “to be a friend”

19. Continue…
Informality
• A sales promotion letter has not to obtain
immediate business. Therefore, it style is generally
informal, friendly and personal.

20. Function of sales promotion letters
• It has various functions that are discussed
under:-
Maintaining contact with the customer
Awakening the passive response

21. Maintaining contact with the
customers…
• A sales promotion letter must encourage
contacts with customer in a manner listed
below:-
By announcing the arrival of new
merchandise.
By describing the new services now available.
By suggesting the extension of credit facilities.
By sending birthday and other greetings.

22. Awakening the passive response
• Sometimes, the customers stop buying
because they might have moved away to
another place or other firms might have
attracted them by competition. By sales
promotion letter, we can awaken the interest
of a passive customer and win him back again.

23. Difference between Sales letter and
Sales promotion letter.
Sales Letters Sales promotion letters
It is based on direct approach. It is based on indirect approach.
A writer urges a reader to buy the
product.
A writer is satisfied in merely
including a reader to buy the product.
It is written with a definite objects to
sell something.
It aims at creating and establishing
business relations.
It is convincing and persuading. It is emotional in its tone.
It is written in formal style. It is written in Informal style.

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