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A sales letter is a document designed to generate sales. It is a distinctive type of persuasive letter. It persuades the reader to place an order, to request additional information, or to lend support to the product or service or cause being offered. For most sectors other than retail, a sales letter is the first and most important way of reaching new customers. The purpose in writing a sales message is to sell a product. It influences the reader to take a specific action by making an offer-not an announcement-to him. Sales letter attempts to persuade readers to spend their time and money on the value being offered. To sell, the sales letter must be specific, go to the right audience, appeal to the readers needs, and it must be informative.

Before writing the sales letter you need to plan about the type of sale campaign that you will conduct. Whether you will send a letter only or will you include brochures, reply forms, special inserts, samples, response cards etc.? How do you plan to market the product or service? Through the Internet, direct mail, email, direct sales, print advertising, etc.? Do you need other advertising or literature to support the sales letter? Who is your competition? How are they marketing this product or service? What is your advertising budget? Are your marketing hopes realistic? Another important decision is to determine the specific purpose of your letter. Whether you want your reader to call for a free video, presentation or demonstration? Or you want your reader to fill out an order form? For these you need to know and analyze your audience and the purpose for writing. Try to form a mental image of the typical buyer for the product you wish to sell. Ask yourself:

• Who is your prospective buyer?

• What motivates a person to buy this item?

• What might the reader want to know about this product?

• 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?

• Does your offer appeal to the reader?

• Can you transform him from prospect to buyer?

A sales letter is one of the important instruments of sales promotion. The principles of effective sales letter depends on your communication skill and your ability to convince your reader to accept or act on your recommendations. You may be promoting a product, a service or an idea; your sales letter should catch the reader’s attention, build interest, and motivate him to buy the product or service offered. A good sales letter should possess the following qualities:

Emphasize good looks

Design your document for visual impact. Make it easy to navigate so your reader reaches for it first-ahead of the competition’s. You can create professional-looking templates for your sales letter that use your company logo, branding and colors.

‘You’ Attitude

The most effective word in a sales letter is “you”. Never begin a letter with “I” because chances are the reader won’t get to the second word. It all comes down to selling benefits – your prospects are not interested in the features of your products services, but in what how your products or services can benefit them. Then it must build a reader’s trust. It should make generous use of “you” and “your” – so it is clear the customer’s needs come first, not your desire to sell something.

Use bullets

The body of your letter should contain key points, shown by bullets. Use bullets because it makes the letter easy to read. As the writer or seller, you benefit by immediately pointing your reader in the direction of the important points you want to make.

Keep your letter brief

It’s rare that someone is going to read anything past the first page, so keep your letter to one page. Staying at one page will also force you to be to the point, since a wordy letter is an ineffective letter.

Use statistics

Using statistics shows that you understand the issues of their business, while demonstrating that your product or service can solve a problem. It also gives your prospect a reason to support your product or service within the company.

Show your prospect’s needs

Your sales letter is a very brief sales proposal, so you need to show that you are thinking about your prospect’s needs. You might be hesitant to put your best ideas in your letter, fearing that your prospect will use them but not hire your company. That’s a mistake. By putting your ideas in your letter, you will make your prospects feel like they are getting something already, and that they will benefit from your products or services. More importantly, you will be demonstrating that you are creative and have your client’s best interests in mind.

Use right tone

Use the right tone in your writing. Use active voice. Use the present tense. Be positive. Avoid negatives. Keep sentences and paragraphs short.

Proof read

Proof read your letter before you send it out. This will help you determine if your letter is clear and if you’re getting your point across. Also, misspelled word or other careless mistake will give bad impression to the reader.

One of the most effective strategies to plan and write effective sales letter is to follow the four steps in your letter which are:

• Catch attention
• Build interest
• Establish credibility
• Motivate action

Catch attention

To be effective, a sales letter must catch reader’s attention. Design your document for visual impact to catch the reader’s attention by using graphics such as layout, colour scheme or illustrations. You can grab attention with an eye-catching headline or an interesting opening. This might be a question or statement. The opening should be short, honest, relevant, interesting and stimulating. Keep it quite general to appeal to as many people as possible. There are many possibilities for opening your sales letter that could persuade the reader to buy. Make a compelling promise for the reader, tell a story that the reader can identify with, make an announcement of a new product or service showcasing your unique selling point or ask a question.

The headline encourages your prospects and leads them to your next line. There you start to build their interest and ensure they read the next sentence and each subsequent one.

Build interest

Besides a powerful headline, your sales letter must have an immediate clear benefit for the intended audience. To build interest in your sales message you should highlight your product’s central selling point, the single point around which you will build your sales message. Be upfront and bold about promising a prize or a tangible reward in exchange for time and attention. Whatever product or service you are selling you need to position it so that its benefits provide one or more of the following common desires:

- To make or save money
- To be healthy
- To be popular or to maintain a social status
- To have security
- To have free time or save labour
- To get entertainment, comfort or amusement
- To take advantage of opportunities
- To be good looking
- To achieve inner peace

Show them how your product will benefit them in making their lives better, safer or easier. How will it save them time, trouble, worry or money? Look at their ultimate goal and relate it to that. Why should they buy from you?
For example, state what makes you an expert in your chosen field. How can you prove what you are claiming is true? Once you have listed down the key benefits of the service or product and positioned yourself as the person to deliver it, the time is right to deliver your sales pitch. Persuade your reader to buy based on the grounds of what the product or service does for him or her (benefit), not what the product or service is (feature)!

A benefit is what the product or service does, and what the buyer gains from the feature. A benefit is the specific outcome of the feature. A feature is something the product or service already has. Benefits are what motivate people to buy. Bullet point each benefit to make it easier to read. Think about every possible benefit your reader may derive from your product or service. In many cases, people will buy a product or service based on only one of the benefits you list.

Besides the benefit stated at the letter’s opening, you can bolster interest by adding high-profile testimonials from associates or former clients. Testimonials from happy customers are very useful for this purpose, as are quotes from established third parties such as industry leaders or reputable specialists. Opinions, figures and independent statistics are also likely to reinforce your message. Ultimate motivations are what people “really” want. The product or service is just a vehicle to providing these benefits so make sure your sales letter focuses on these motivational factors.

Establish credibility

You need to establish credibility and be believable by the second paragraph. You must anticipate the reader’s objections and doubts and offer counter arguments. There are several ways of overcoming reader’s doubts which must be used with good judgment and should be related with the main appeal of the letter. You can provide testimonials, money-back guarantees, trial offers, attractive warranties or free samples. Using too many points to establish credibility will not be effective. To gain credibility for you and your request, present just one fact, strengthened, if necessary, by an opinion or fact as a proof.

Motivate action

It’s important to remember that people are motivated to buy based on their emotions and justify their purchase based on logic only after the sale. This means that each step in the sales letter process must build on the reader’s emotions to a point where they are motivated to take action. Encourage the reader to act by an easy and clear method of responding. Close with summarizing the central selling point and clear instructions for an easy action to be taken. To motivate, you can offer a gift, limit the offer, guarantee satisfaction, or promise an incentive.

End with an action: What result do you want from your letter? Are you looking to get a face-to-face appointment? Are you answering questions raised at a previous meeting? Do you want to make your prospect better informed? Do you need to get a signed contract? You need to close your letter by requesting a specific, quantifiable action. For example: “I will call you on Thursday, May 18 at 10 a.m. to schedule meeting” or “Please return the enclosed contract by Friday, April 21, or call me if you have any other questions”.

WRITING A SALES LETTER:

Like any other business letter, a sales letter has three parts – introduction, the body of the letter and the concluding paragraph. Let us examine in detail how to draft these three components of a sales letter. The important thing in a sales letter is the sequence which is as following:

Introduction
Body of the letter
Conclusion

Introduction

The introductory paragraph of a sales letter starts with an opening sentence which has a vital role to play. In many instances, the opening sentence is the only sentence that is read, so it must immediately appeal to reader’s interests. There are several ways of writing an opening sentence in a sales letter, some of them are listed here with the examples:
A provocative question: What would the leaning tower fall for? The leaning tower of Pisa would only be put to shame by architectural splendor that outshines its own like the new range of luxury bathroom accessories.
What can you get these days for Rs. 15? Enjoy the finest that life has to offer just for Rs. 15 every month!

A striking information: We are the Number 1! We are the number 1 in revenue, customer base and customer satisfaction.

A story or an anecdote: Mr. Bala went shopping with his saving with our VISA credit card. What will you do with yours? Our credit card offers 5% bonus savings on all purchases for first six months.

A significant fact: Hearing Loss – you may not be aware of… Only about 25% of people who need hearing aid use them.

Most people have a vocabulary of 2-3,000 words and even a scholar uses no more then 5-6,000 words in his daily life. But there are around 500,000 words in English language and you can use many of them to enrich your vocabulary by using our ‘Vocabulary Builder’.

Split opening: You know English, but are you quite fluent in it? It may sound incredible but classrooms can’t help you achieve fluency. No, they can’t. No! Nor can audio video sessions. Nor translation. But ‘Rapid English Fluency’ can help you.

A conditional sequence: If home is where the most number of accidents take place, think of Woodcoat Paint as insurance.

Special offers: Free gifts! Yours for giving the digest as a gift this Puja and Diwali – free diary for the year 2005 whether you order several subscriptions or just one will receive this big, handy year 2005 desk diary free.

Wings to give your children’s career a head start! Avail the special offer of financial assistance for spectrum of educational opportunities in India and abroad.

Body of the letter

You may have a lead paragraph in the body of the letter. This part of the sales letter can be used to expand the promise made in the headline or used to deliver a second major benefit of the product or service. A sub-headline can also be used as the second part, to answer a question posed in the headline. For example, Part 1 could say: “Want to learn Kannada in 30 days?” Part 2 could say: “Well, here’s how to . . .”

In the body of the sales letter you will begin to offer proof. You expand the theme, fill in details, offer proof, and show how you plan to fulfill the promise you made in the headline. Here, you give details of your unique selling point. You continue talking about the benefits and offer proof of the claim you made early. You share the details of the benefits. Prove your claim or statements by facts, logic or testimony. There are several ways of doing so, choose one that suits your products best. Following are some examples:

Trial offers: Get on the fitness trail! Enjoy our free offer to use our machine in comfort of your house for a week. If you are not satisfied we will take it back, no questions asked.

Guarantees: Guarantee of satisfaction

You always come first with us and your complete satisfaction is our prime concern. If you are not delighted with our product you may return it anytime for 100 % refund.

Free samples: To enable you to see for yourself how convenient it is to handle closet organizers, we are sending you a free sample.

Testimonials: Ritu Sharma, Bangalore: “How the web changed my world! It can change yours too. The Sify internet connectivity provided me the ability to communicate with people all over the planet and gave me access to information all around the world.”

You need to explain the qualities of your product and its special features and convince your reader that your claims are true. Remember, by the end of the body, the goal is to create an emotional response that will cause the reader to do what you are now going to tell him to do.

Closing:

In the closing part of your sales letter your goal is to motivate action. Recapitulate your points and make a final appeal. You may give a limited time offer, or limited quantity offer or special bargain etc. Use a Post Script. For example, “If you order before March 1, we will include a free . . .” Or “Money back guaranteed . . .” Or “Discount is good until . . .” If you ask the reader to order, support, or to contact you for the specified reason you must make it easy for him to reply. Support the sales letter with a post card or an order form. If appropriate, supply a toll free telephone number, an Email link, and or your URL. Always close with a thank you and use a signature at the end of the letter. Save one of the best points for last.

Anubha Singh is Professor of English Language and Communication at Alliance Business Academy, Bangalore, India. Her main research interests include a variety of linguistic theories in the areas of language variation and change, phonetics, sociolinguistics, as well as applications areas in corporate communication, marketing communication and human resources.

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The pressures of daily life can be daunting, and with demanding careers and raising a family, working out is probably the last thing on your mind at the end of a busy day. However, physical fitness can benefit you in more ways than you think.

Being physically fit is not only about conquering marathons in record time and not only about looking your best on the beach — even though looking your best is always a bonus. Being physically fit can help you live a longer, more fulfilling life, it can benefit your body, your self-esteem and help you deal with the stresses of daily life.

Isn’t it ironic how you always manage to find the time to watch TV, time to catch up on your favorite program or the time to get together with friends? Yet when it comes to going to gym or getting physical, you can easily come up with at least 10 different reasons why you’re either too busy or just don’t have the time to break a sweat.

Making fitness part of your life should be a priority in everyone’s life — it should become a daily habit, the same as brushing your teeth or taking a shower. Setting aside one hour of your day isn’t much to ask when you take into account all the positive things you achieve just by being physically fit.

Apart from looking and feeling good, working out can benefit you in the following areas as well:

* Help to relieve stress, depression and anxiety
* Increase your ability to concentrate, think faster and become more sharp
* Help reduce blood pressure
* Lower the risk of developing colon cancer
* Keep your heart healthy and reduce the risk of heart disease
* Help with gaining muscle, which can build and maintain strong bones
* Increase flexibility, which can help prevent injury and help with muscular tension.

So next time you put off going to the gym, stop and think about all the benefits you’re missing out on. Just 30 minutes to an hour of physical fitness a day can be a major health investment. And remember you don’t have to be in a gym to be fit. You can enjoy fitness with your kids, your spouse, family or friends by coming up with fun, physical activities such as going for walks, swimming, mountain biking, hiking or playing golf to mention a few.

GET A PLAN

There are many great fitness plans out there that can help you get into shape and enjoy fitness, but there are also many scams that promise you the world and don’t deliver. If you have spare cash on hand, get in touch with a personal trainer at your gym and take up a few sessions or visit a biokinetisist who will help you with your goals. You can also browse the Internet for reputable sites for information.

KICK START YOUR FITNESS PLAN

If you’re a beginner into the world of fitness, ease into a routine by starting off slowly and gradually increase your endurance level. If you go all out on the first day, chances are you’ll burn out and overwork yourself to the extent that you’ll be put off fitness forever. If you’re a newbie, also remember that it takes time to get into a fitness routine and the only way to reach your ideal level is be consistent and stick with the program.

MAKE TIME

The best way to ensure that you avoid the excuses-zone is to make a habit of getting your workouts done first thing in the morning. Set your alarm to wake up an hour earlier, get to the gym and from there, you can shower and head for work. By doing your workout in the morning you are more likely to put it off later due to tiredness (or laziness), plus research has shown that you burn more fat if you do your cardio sessions first thing in the morning on an empty stomach.

Visit Susan’s website A 2 Z of Health, Beauty and Fitness for more information on health, nutrition, longevity, beauty, fashion and fitness.

*** This article can be freely used as long as a link to “A 2 Z of Health, Beauty and Fitness” (health.learninginfo.org) is provided.

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The multipurpose Organic Flax Seed has been proven to have numerous useful applications in aiding in the treatment of several diseases and on top of that also has excellent nutritional properties.

Flax Seed is Doctor Recommended

All doctors will stress the importance of pregnant as well as nursing women getting all the great nutrition that they can. Studies are showing that Organic Flax Seed can provide not only a growing fetus but also a nursing infant with essential fats needed for proper development. It cannot be stressed enough that before taking any type of supplement pregnant and nursing women should check with their health care provider. If taken as directed by your doctor Organic Flax Seed should have no ill effects and prove to be very beneficial to not only your child but you as well.

Organic Flax Seed has been shown to heal the inflamed inner intestinal linings of individuals suffering from Crohn’s Disease and Colitis. Organic Flax Seed has also been able to ease the discomfort caused by stomach ulcers. Additionally organic flax seed can prevent the build up of toxins in the bowels and additionally it can improve the body’s overall digestion.

Flax Seed is Easy to add to Your Diet

It is quite simple task to add Organic Flax Seed into your daily diet. If you enjoy baking and a favorite recipe calls for a nutty flavor you can use Organic Flax Seed. Organic Flax Seed Oil can be used as a substitute for several different oils. There are many resources on the internet available that have recipes you can make that specifically use some form of organic flax seed. When adding organic flax seed to a recipe the best possible way to get all the benefits is to grind the seeds. You could also choose to use organic flax seed oil mixed into a protein shake or it can be drank by itself.

Before beginning to take any type of natural supplement it is best to consult with your health care provider.

There are many places online to purchase organic flax seed and for quite reasonable prices. With all the fantastic health benefits of organic flax seed it is definitely worth the investment.

Get discount Organic Flax Seed here today.

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This can be a difficult decision for the parent to make. But, so many parents have not done this so far for nothing. Home Schooling is one of the new concepts that has caught on in the west of late. It actually is a fun for the mother to see her child learn in front of her eyes.

But there is still some hesistation in making this decision because parents feel that attending a school gives a real life experience to the child and co-curricular activities like debates and games help the child grow holistically and home schooling will deprive their child of that.

But the exponents of home schooling also have equally valid points. Home Schooling can impart values to the child in a secure environment, an environment where the child is much more ready to learn new things. Home Schooling does not necessarily mean that the child would miss out on social behavior. In fact, with less time to finish off with studies, a home schooled child will be able to dedicate much more time to play in the neighborhood. Unlike the real school, in home schooling, the class moves at the pace that the child requires it to. The home schooled child no longer needs to constantly skip over what he has missed to keep in pace with the rest of the class.

A home schooled child can be showered with much more personal care, which is so essential at the early years of childhood. But, all said and done, this is not an experiment that can be done to see if it works or not as this is about the life of the child which as a parent, you would want to make very sure that this is the best.

In order to achieve this, the parent must talk to the parents of other home schooled children. They will be able to give a good review of how the child progress is. There are today a lot of message boards and blogs in the internet that caters to the needs of the parent looking for a good home school for his child. Make the best use of it. Plan and execute. You will then relish every moment of your child’s learning curve thanks to Home Schooling!

Anand Srinivasan is the author of http://XooXonline.info; a website of varied themes and topics for the internet surfer who wants to surf but does not know what to!

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Do you know what the Child Trust Fund is? A markedly

small number of parents appear to realise that all new babies are given a free £250 voucher from the the State to place in a Child Trust Fund. The vouchercan be invested in any one of threevarieties of CTF account, Stakeholder – a shares-based account that switchesinto cash, a savings account or a shares account. It is a great opportunity to for the future life of a child

Scottish Friendly is an authorised provider of the Child Trust Fund Voucher. The Government is eager for the public at large to have access to Stakeholder accounts and this is the form of account that we offer. This means that:

• Investments are paid into our Managed Growth Fund, which hopes to provide good growth potential
• It invests in part in shares to take advantage of potentially higher returns over 18 years,compared to a cash deposit account (although the value of shares candecrease as well as go up whereas capital would be protected in a deposit account)
• It comes with a low ‘Stakeholder’ funds charge of only 1.5% per year
• When reaching 18 the young person will receive a lump sum, completely free of Capital Gains and Income Tax under current legislation
• It is very affordable – additional payments can be placed in the account from as little as £10

One of the highights of the Child Trust Fund is that anyone – parents, grandparents, aunts and uncles, friends – can contribute to the Fund to a top limit of £1,200 per year to help increase the child’s Fund (once added, this money is not allowed to be withdrawn).

Put succinctly our Stakeholder account offers a good balance between possible high returns and a lower level of risk. There’s also the additional assurance that our account meets with the Government’s stakeholder criteria. Nevertheless this doesn’t mean that returns are guaranteed or that Stakeholder accounts are suitable for everyone. Remember that the value of shares in the Managed Growth Fund (where your Child Trust Fund money is held) can fall as well as go up and isn’t guaranteed.

Only infants whose birthday is on or after 1st September 2002 are qualified to start up a Child Trust Fund. If you have children born before the {1st of September 2002 who are not qualified you could look at investing for them with a Child Bond – it’s a tax-free savings plan aiming for long-term growth. It is evident that investing for your children is a sensible means of preparing for possible future credit crunches.

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Vitamin D deficiency is common in the United States and worldwide. It is known to be important in bone mineral metabolism but now we have information that it does much more.

Vitamins are generally known to be responsible for a single disease and appropriate supplementation should correct the disease. A hormone goes to distant tissues and makes multiple metabolic improvements. That’s vitamin D’s job.

Your levels of vitamin D should be much higher than previously thought. Certainly much higher than noted on the milk carton or vitamin pills in the local drug store. Here is the story for today.

Eight hundred to a thousand IU is needed in general but as we age we need much more. I like liquid formulations best because as you age D is more difficult to absorb. It is probably best to consume that thousand IU daily for consistency in improving all the things Vitamin D will do for you.

For example hip fracture drops 23% and other non-vertebral fractures drop 26%. We know about retarding bone loss as we age but did you that it works on the muscles as well? Lower extremity strength and improved walking were shown in several studies in older people. The risk of falling is improved 22%. It’s nice to have less muscle pain, walk a little faster and get out of a chair quicker than the other seniors. Arthritis is decreased in severity as well.

Many cancers are also significantly diminished in occurrence by increasing vitamin D. These include cancers of the colon, breast, and prostate. Other metabolic disorders include type 1 diabetes, hypertension, cardiovascular disease, possibly type 2 diabetes and multiple sclerosis.

Vitamin D is a potent modulator of activated T and B-lymphocytes, the workhorses of the immune system. Animal models show prevention of rheumatoid arthritis, and Crohn’s Disease of the bowel. Research has shown marked improvement in psoriasis as well.

If that isn’t enough, it is generally noted that there is a distinct improvement in well being and energy, often in the first week. All these improvements were reported in Endocrine News, a publication of the Endocrine Society in the August/September issue 2005 beginning on page 10.

It’s remarkable what you can do for yourself when you couple reliable information about health into action for your life. It’s not just good it’s thrilling. It’s the way life is supposed to be. 

It’s your time.

Dr. Joe

J. Joseph Prendergast has been a practicing physician for over 30 years. He is Board Certified in Internal Medicine as well as Endocrinology and Metabolism. Dr. Prendergast has published nearly 40 medical articles in well-known publications such as the Journal of the American Medical Association, The New England Journal of Medicine and Diabetes Care. In 1986, Dr. Prendergast formed a single specialty endocrinology practice, Endocrine Metabolic Medical Center and a non-profit research foundation, The Pacific Medical Research Foundation. For more information: http://www.endocrinemetabolic.com & sign up for Dr. Joe’s free newsletter. My story, “Dr. Joe, The Uncommon Doctor” http://www.theuncommondoctor.com tells what this has meant to me so far.

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One entire planet can get smaller if somebody just knows how to run circles around airlines and travel agencies.

Of course, this isn’t about globalization or the Internet, although the latter is a one-stop shop to find travel bargains. The trick is to search lots of dates to find the best bargain. Furthermore, eBay or Priceline auctions low-priced tickets. The important thing is to take control of the journey, not giving a fig about those advertised budget travel packages.

Low-priced fares are usually available off-season, especially in midweek. One-way airfares are pricier than round-trip ones. Plus, students and seniors can snag discounted tickets.

Shrewder but solitary travelers may fly via air couriers. In more commercial flights, tagging pals along can split expenses.

A tried-and-tested technique is to fly to a nearby city rather than the destination itself. From this city, one can cheaply travel by land to the destination.

For accommodation, hotels offering free passes to local attractions are good bets. Better yet, a host family can offer a place. To get around, the bus, metro, rail and other public transportation — except taxis – save money.

If the destination is part of a gastronomical constellation, one may splurge by all means, especially for dinner. Otherwise, eating doesn’t have to be bank-breaking.

Multitudes of hotels include breakfast in their rates. If not, then there’s always a bakery. Lunch could be snacks if the breakfast was filling. For snacks and water, great buys are at farmer’s markets. In any event, one should sample local delicacies.

If money is truly an object to start with, frequent flier miles come in handy. Jet setters can transfer some of their miles to anyone dear who asks. Exchange students may likewise take advantage of their loans. In the US, tax refunds have sent countless people to odysseys.

Let Trilegiant help you plan your next trip.

Trilegiant can help you stop identity theft.

Clever Clubhouse, a division of Trilegiant, is a safe and fun website just for kids.

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