UNIT 6 Sales letter
1. What’s a sales letter and what’s its job?	2. Is any other support literature needed and what is it needed for?	3. What should a sales letter be in order to sell?
A sales letter is a document designed to generate sales. 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. It influences the reader to take a specific action by making an offer – not an announcement – to him	Yes, other pieces of support literature that amplify the selling points, illustrate the product or service, or provide technical information.	A sales letter must be specific, informative, persuasive, catchy attention
4. What is people’s motivation to buy based on and what does it mean for writing a sales letter?	5. How do you understand “buying resistance”?	6. Could you name seven universal motivations?
The people's motivation to buy is based on their emotions and they logically justify their purchase aftewards. And so this means that each step in the sales letter process must be built on the reader’s emotions	Buying resistance it's as the hurdles of people that are manifested in many spoken and unspoken customer comments	To be wealthy  To be good looking  To be healthy  To be popular  To have security  To achieve inner peace  To have free time  To have fun
7. What are the steps in sales letter writing?	8. Why is it important to catch your reader’s attention from the very beginning?	9. What’s the first thing your reader will look at?
Get attention  Identify the problem  Provide the solution  Present your credentials  Show the benefits  Give social proof  Make your offer  Inject scarcity  Give a guarantee Call to action  Give a warning or Close with a reminde	Because the headline is the first thing that your reader will look at. If the headline does not call out to them and pique their interests, they will just stop and throw your letter away.	The headlinline is the first thing that the reader will look at.
10. Can you give any examples of headlines? Why are these headlines proven to get your reader’s attention?	11. Can you describe “problem-agitate technique”?	12. What do you do after identifying the problem?
The first headline is ”HOW TO _____________________” . When combined with a powerful benefit the “How to…” headline always gets people’s attention. The second is “SECRETS OF _________________ REVEALED!”. The third is WARNING: DON’T EVEN THINK OF ___________ UNTIL YOU ___________.	A “problem – agitate.”technique is when we should to gain a reader's interest by spelling out their problem and how it feels to have that problem. In this case the reader should say to himself that he really has that feeling when he reads our letter.	After identifying the problem we should to provide the Solution of this problem. In this part of sales letter we can boldly stake our claim the we an solve the reader's problem.
13. What examples of credentials can you provide?	14. What should you point out in your sales letter: benefits or features of your product or service?	15. What besides benefits could be considered as powerful selling tools?
For examplewe can provide such credentials as 1)Prestigious companies (or people) you have done business with. 2) The length of time you’ve been in your field of expertise. 3) Important awards or recognitions.	Show the Benefits. Don’t make the common mistake of telling all about the features of your product without talking about the benefits.	Also could be considered such powerful selling tools as social proof. We can present our reader with testimonials from satisfied customers that prove our claims to be true.
16. What do the best offers comprise?	17. What extra incentive can you give in your sales letter?	18. What should you close your letter with?
The best offers are usually an attractive combination of price, terms, and free gifts.	inject scarcity. You can create a feeling of scarcity by telling your reader that either the quantity is in limited supply or that your offer is valid for only a limited time period	We should close our letter with a Reminder
19. There is one more most read element in sales letters. What’s it? postscript (P.S.). In your postscript you want to remind them of your irresistible offer.	20. What are the parts of a sales letter? Can you characterize them? 1. The headline is usually 3 – 10 words long. It grabs the reader's attention, and tells him what the ad (sales letter) is about. 2. The sub–headline. This part of the sales letter is optional. It can be used to expand the promise made in the headline. 3.The body: it expands the theme, fills in details, offers proof, and shows how you plan to fulfill the promise you made in the headline. 4. The closing, or call to action, urges the reader to take the next step you want him to take

Inquiry letters

1.What’s a letter of inquiry?

A letter of inquiry is a letter of request. An inquiry is sent when a person wants advice, names, directions or some information, especially about:

the supply of goods,

catalogues or samples,

a quotation or prices,

terms and discounts,

availability of goods,

delivery times and deadlines,

a method of transport, insuranc.

There are two types of inquiry letters: solicited and unsolicited

2. What’s a solicited letter of inquiry? Give examples.

You write a solicited letter of inquiry when a business or agency advertises its products or services. For example, if a manufacturer advertises some new goods and you can't inspect it locally, write a solicited letter to that manufacturer asking specific questions. If you cannot find any information on a subject, an inquiry letter to a company involved in that subject may put you on the right track. The company may supply much more help than you had expected.

3. What’s an unsolicited letter of inquiry?

Your letter of inquiry is unsolicited if the recipient has done nothing to prompt your inquiry. If you read an article by an expert, you may have further questions or want more information. You must construct the unsolicited type more carefully, because recipients of unsolicited letters of inquiry are not usually prepared to handle such inquiries.

4. Are there any differences in the style and tone of these two types?

There aren’t substantial differences between style a tone of these 2 types. Questions must be both courteous and straightforward. Be specific and brief. List questions or information needed in a clear, specific, and easy-to-read format.

But in closing an unsolicited letter, express gratitude for any help that the recipient can provide you, acknowledge the inconvenience of your request, because recipients of unsolicited letters of inquiry are not ordinarily prepared to handle such inquiries.

5. What are you to identify in an unsolicited letter of inquiry? In an unsolicited letter, identify who you are, what you are working on, why you need the requested information, and how you found out about the individual. Also identify the source that prompted your inquiry (a magazine advertisement).

6. What compensation can you offer in your unsolicited inquiry letter? In an unsolicited letter, try to find some way to compensate the recipient for the trouble by offering to pay copying and mailing costs, to accept a collect call, to acknowledge the recipient in your report, or to send him or her a copy of your report.

7.What do the structure and contents of inquiry letters depend on?

The structure and contents of a business letter of inquiry will depend on three things-how well you know your supplier; -whether your supplier is at home or abroad; -the type of goods or information you are enquiring about

8. What are the parts of an inquiry letter?

--opening lines: tell your supplier what sort of firm you are, how you heard about the firm or obtained your potential supplier’s name.

--indicating the state of the

Market: you should indicate the demand in your area for the goods which the supplier produces..

--asking for information (body)

--closing sentences: 'thank you' is enough to close an enquiry; you could mention that a prompt reply would be appreciated; you can also express a hope for the further successful cooperation.

9. What is usually asked in the body of an inquiry?

In the body is usually asked for the following: catalogues, price-lists, prospectuses, details, samples, patterns, demonstrations, suggesting terms, methods of payment, discounts, goods on approval or on sale or return.

Replies to inquiries.

1. What are the general rules for writing a reply to an inquiry?

4.What should you do right after the opening lines? There are seven “universal motivations” to which everyone responds : To be wealthy, To be good looking, To be healthy, To be popular, To have security, To achieve inner peace, To have free time, To have fun.

Quotations

1. What does the phrase “businessmen give replies to enquiries precedence over all other letters” mean? It must be taken into account that the client may need the goods rather urgently and that he has written more than one letter. Of course he will consider those replies first that come first.

2. What should you do if you receive an enquiry erroneously? Should you receive a letter of inquiry erroneously, or have neither the information requested nor the authority to reply, forward it on to the person in your company who does. Attach a memo to that person explaining your reason for forwarding the letter.

3. What are the parts of a reply to an enquiry? Characterize them.

Opening Thank the writer for his/her enquiry. Mention the date of his/her letter and quote any other references that appear.

Confirming that you can help Let the writer know as soon as possible if you have the product or can provide the service he/she is enquiring about. It is irritating to read a long letter only to find that the firm cannot help.

Sell your product Encourage or persuade your prospective customer to do business with you. A simple answer that you have the goods in stock is not enough. Your customer might have made ten other enquiries, so remember it is not only in sales letters that you have to persuade. Mention one or two selling points of your product, including any guarantees you offer..

Suggesting alternatives You should be especially tactful if for some reason or other you cannot comply with the request of the would-be customer. In any case you should do your best in order not to rebuff him. You may draw his attention to other lines of trade. They ought to be equivalent, of course. But do not criticize the product he originally asked for

Referring the customer elsewhere It is possible, of course, that you may not be able to handle the order or answer the enquiry. Your correspondent may be asking about a product you do not make or a service you do not give. If this is so, tell him and if possible refer him elsewhere.

Catalogues, price-lists, prospectuses, samples Make sure that you enclose current catalogues and price-lists if you are sending them. And if prices are subject to change, then let your customer know. It is bad policy to suddenly send a letter telling him that prices have been increased by 10% after you have quoted a firm price. And if you are sending samples, let your customer know they will follow the letter immediately by separate post.

Demonstrations, representatives, showroom visits Certain products, e.g. heavy equipment, machinery, installations, may need demonstrating. In these cases the company might send a representative or adviser if equipment is to be installed. They could, however, suggest that the customer visits their agent in his own country, or a stockist with a showroom.

Closing Always thank the customer for writing to you. If you have not done so in the beginning of the letter, you can do so at the end. You should also encourage further enquiries.

4. What should be mentioned in a quotation?

When a manufacturer, wholesaler or retailer quotes a price, he may or may not include other costs and charges such as transport, insurance, and taxes (e.g. in the UK, Value Added Tax or VAT). Prices which include these extra costs are known as gross prices; those which exclude them are known as net prices

5. Are the prices quoted always legally binding?

A firm's quotation is not necessarily legally binding, i.e. they do not always have to sell you the goods at the price they quoted in their reply to an enquiry. However, when prices tend to fluctuate, the supplier will add a provision to their quotation stating that their prices are subject to change. If the company makes a firm offer, it means they will hold the goods for a certain time until you order, e.g. firm 14 days. Again, this is not legally binding, but suppliers generally keep to their offer to protect their reputation.