Promotional letter - a commercial text that contains information for potential consumers about your product or service. The purpose of such letters is to draw the attention of buyers to your products. Promotional emails are a great selling tool that allows you to get a large number of responses and increase orders. However, the question of how to write them leads to complete confusion. This will help examples of promotional letters that can be used as a template.
How to write a sales letter
Promotional letter contains a description of the goods and services offered in such a way as to stimulate the interest of potential buyers.
Any organization engaged in commercial activities should pay due attention to the advertising of products or services. There are two types of promotional letters:
- A document containing information about the company itself.
- Letters describing products and services offered.
Also, various bulletins, brochures with more detailed information about goods are used in advertising. They do not apply to promotional letters and, as a rule, are issued at the request of the buyer, who already has primary information about the company and its products.
Rules for writing a company sales letter
When writing a sales letter, the following rules must be observed:
- Informative. The text should be concise, informative, essential. No need to offer buyers a detailed description of the company and its products. It is important to convey the most essential information that reflects the uniqueness of the company, the difference between its offer and all others.
- Brevity. Promotional letters should not be longer than a page. Large ad copy will most likely not be read.
- Unobtrusive. You should not offer your products too intrusively, so as not to irritate the reader. The text should be unobtrusive and persuasive.
- Accuracy. You should not exaggerate the merits of the company or individual products, post only information that has been proven in practice. Do not mislead potential customers.
- Strictness and rationality in design. The letter must be written on a form with all the required details without excessive registration. The letter font is better to use at least 13 pt with one and a half line spacing. Sample advertising letters help to understand the design features well.
Writing order
When writing sales letters, you must adhere tothe established order. Below you can see real examples of promotional emails.
If the main purpose of the letter is to draw attention to certain goods and services, then it should be formed as follows:
- Appeal (for example: "Dear ladies and gentlemen!").
- Brief information about your company.
- Product list with key features.
- Additional terms.
- Possible forms of cooperation (retail or wholesale purchase, offer of services, and so on).
- Expression of the possibility of providing additional information about goods, samples of goods.
- An expression of hope for a long and mutually beneficial cooperation.
- Signature.
If the purpose of the letter is to introduce the company, it is structured as follows:
- Addressing the recipient.
- Brief information about your company.
- The main activities of the company, its advantages, achievements, advantages in comparison with other companies.
- Possible forms of cooperation.
- Expressing the possibility of providing additional information about the company.
- An expression of hope for a long and mutually beneficial cooperation.
- Signature.
Check out sample sales emails to better understand their structure. Depending on the goals set, the structure of the text may change.
Just a few words about such an important prop as a signature. In practice, sales letterssigned not only by the heads of companies, but also by ordinary employees. However, to ensure a high level of trust and have a greater impact on a potential client or partner, it is better to sign the letter to the manager or one of his deputies.
Examples of promotional and informational letters. Photo studio opening
Dear Sirs!
On the street. Lenin (shopping center "Aladdin", 1st floor) opened a new photo studio "World of Photography".
Professional studio photographers offer you the following services:
- photographing weddings, other family events;
- studio photo sessions in the interior;
- production of photobooks, graduation albums;
- digital photo printing;
- restoring old photos;
- making artistic portraits.
In the studio you can purchase:
- photo frames;
- photo albums;
- cameras, lenses and related accessories.
Waiting for you in our photo studio!
Example of a sales letter with a company overview
Dear colleagues!
Our company has been operating in the knitwear market for more than ten years. We offer knitwear from France, Belgium, Italy and Spain. For many years of cooperation, the company has confirmed its status as a reliable partner, providing its customers with high quality products at affordable prices.
We are engaged in the transportation of these products to the CIS countries and provide itinsurance.
For the summer season of 2018, we have formed a new fashionable collection of knitwear in a wide price range.
If you are interested in our offer, we are ready to send you a detailed price list and answer all your questions.
We look forward to a long and fruitful cooperation.
Respectfully, director of the company (company name, surname, name, patronymic of the director and signature).
Sending promotional emails
A letter of an advertising nature may contain various information, but the structure of such a text, as a rule, corresponds to the one presented above. Next, the question always arises of how to establish a dialogue with a potential buyer. Distribution of promotional letters differs from other types of advertising in that it implies a response from the opposite side. This may be consent to the purchase of products, a request for additional information, a request for a meeting, and so on. The main thing is to get a response to your letters. If the addressee is silent, it means that the information indicated in the letter did not interest him. In this case, you can check whether the recipient received your letter, or after a while write a letter with a different content.
Design of promotional letters
You have already seen examples of promotional emails above. The sample allows you to understand how to build such texts if you do not have experience yet.
It is desirable to print the letter on high-quality paper in good printing. It is even better to use letterhead with the company logo for this. Oneone of your main tasks is to establish the first eye contact with the addressee. In the first few seconds, the reader has time to get an impression of your company, choose the most important thing for themselves and either be interested in your offer or reject it. Then there is a closer acquaintance with the company, which, as a rule, only enhances the first impression.
If you're planning to send promotional emails, you can choose a simple, non-distracting background in a neutral color for the design. Depending on the specifics of your proposal, illustrations can be inserted into the text to grab the reader's attention.
Rules for composing the text of promotional letters
Identify the key benefits of your offer - they can be highlighted in the text in bold, headings. Arrange various positions of goods or services in short paragraphs, in blocks of two or three lines. Note that a long paragraph will be read last. At the same time, the gaze moves abruptly between the lines in search of the most interesting moments.
To activate the reader's attention to the text, more personal pronouns should be used. Thanks to this technique, the letter becomes more personal. It would be appropriate to address the addressee by his first name and patronymic, especially if you met him personally.
To encourage action in a letter, it is recommended to use verbs in the present tense. Compare the two options: "Only this week you have the opportunity to useour services with a 15% discount" and "You will be able to use the services with a 15% discount". The first option will be the most preferable.
Of course, the letter should be written in a clear and literate language. It should not be overloaded with professional terms and jargon. Try not to write monotonously, dilute the text with an original, non-standard word.
Don't overuse the imperative.
Helpful tips
According to studies, short text with small paragraphs is always remembered much better. As a rule, a person is able to immediately remember a sentence of five words, only half of phrases with ten words are remembered. Therefore, text blocks should be optimally separated from the point of view of memorability of information.
Before preparing for work, study as many examples of promotional letters as possible, highlight the benefits for yourself as a consumer and try to use them in your text. A well-written sales letter will attract buyers to your company and open up new heights for you and other employees. Remember that it is not the director who pays the salary, but the consumers.
