This document provides guidance on writing effective sales letters and brochures. It discusses including a headline to capture attention, explaining the benefits of the product or service, and calling readers to action. Key elements covered are defining the target market and their needs, building trust, coming up with a concept or hook, writing problem-solution copy, and motivating readers to take the desired action. The document also outlines specific sections like openings, offers, building details, and calls to action that make sales letters persuasive. Overall, it emphasizes the importance of understanding the reader and crafting clear, compelling messages to influence purchasing decisions.

1. Sales Letters and Brochures

2. Marketing

3. Regardless of your intentions
You still need to:
• capture attention,
• hold interest,
• influence attitude
• and call for action.

4. Here we go with marketing plan again
• Define your sales/marketing
objective or purpose
• Define/describe target market
• Consider target market’s objections
• Build trust
• Call to action
• Offer an incentive

5. Writing Brochure Copy
• Create a concept you can hang your copy on.
• Find words and phrases your target market
identifies with
• Brainstorm/Cluster
• Come up with your hook: What is your hook
or concept?
• Write your line: problem=solution
• Call to action: Incentive. Don’t forget to
motivate the reader to act.

6. What is a sales letter?
• designed to generate leads and orders
• persuades the reader to place an order; to
request additional information, or to lend
support to the product or service or cause
being offered.
• influences the reader to take a specific
action by making an offer

7. What is a sales letter?
• The job of the sales letter is to sell, not to
tell

8. What is a sales letter?
Preparing your sales letter means:
• you need to understand the product or
service being offered,
• the market,
• and the readers needs.

9. Call me
Maybe

10. Sunday morning
Easy

11. The product, the market and the
reader
• What does the product or service do for the one who needs it?
• What can the reader gain from buying it?
• What is unique selling point of the product or service?
A car, for example, has four tires (feature). If those tires are HP 90's,
and are proven to reduce accidents by hugging wet roads, then we
have the benefit of those tires. Stress that the reader is less likely to
have an accident, if he buys the tires. Or, for example, consider the
Michelin Tire ad on TV: it promises to protect children, if you have
them in your car.
• How do you plan to market the product or service?
• Who is your prospective buyer?
• What motivates a person to buy this item?

12. Elements of a sales letter
Aren’t they just ads?
• The image, if used, is near the headline.
• The headline is usually 3 - 30 words long.
• It makes a promise regarding what the item you
are selling will do for him.
• The body expands the theme, fills in details,
offers proof, and shows how you plan to fulfill the
promise you made in the headline.
• The closing, or call to action, urges the reader to
take the next step you want him to take.

13. What are the challenges?
• How do you start a letter?
• When should you present the offer?
• How long should a sales letter be?

14. Here we go again with steps – 10 of them
1. Headlines and photos
2. Salutation
3. Opening line(s)
4. The offer
5. Stop mid-sentence
6. Details
7. Letter length
8. The end
9. Signature
10. Postscript

15. Headlines and photos
Is it a business letter or is it consumer-
oriented?

16. Headlines and photos
Is it a business letter or is it consumer-
oriented?

17. Salutations
• Dear Kevin O’Doherty
• Dear Kevin
• Dear Mr. O’Doherty
• Dear Globe and Mail Reader
• Dear Communications Manager
• Dear Cat Lover

18. Opening
Dear Friend,
I could just kick myself! A couple years ago, my wife and
I bought a new home. After we moved in, our neighbor
asked us over for coffee. What a shock! He had the
same house design, but it was full of all the extras we
couldn't afford—like a fireplace, panel doors, tile, oak
cabinets. It was stunning. When I asked how much it
cost, he smiled. "Nothing. I knew how to get the extras
added on free." And it was so simple, I could have done
it, too. If I had only known the secret!

19. Opening
Which is best?

20. Opening

21. The Postscript
The Offer

22. The Offer
Stop mid sentence

23. The Postscript

24. Brochures

25. Build Trust

26. Empathy and understanding
Tell a story that matters
Share your expertise

27. So here are the basics

28. Make it personal and make it interesting
This weedkiller will stop weeds from damaging your
driveway
Doesn’t it drive you crazy when weeds destroy your driveway?
Well, you don’t have to put up with it anymore…

29. Make the message strong, clear and simple
Do you ever get the feeling that you are paying too much for your
gas and hydro bills?
Looking for savings on your energy bills?

30. Use intrigue or a promise to attract interest
Reduce the appearance of wrinkles
Discover the secret to younger looking skin

31. Consider a strong sales offer
Sunday Sale – big discounts
Amazing! 2-for-1 (or two for one) on all items this Sunday!

32. Present the benefits clearly and use sub heads
These children need your help
You can send these children to school

35. Include a straightforward call to action
So why not find out more?
Don’t miss out. Simply call 1 855-444-9583 right now.

36. Give a reason to act immediately
You simply won’t find a better deal
Don’t forget – this incredible offer ends this Sunday