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SalesLetters&EBlasts

Thismultimediaproductanditscontentsareprotectedundercopyrightlaw.Thefollowingareprohibitedbylaw:
Anypublicperformanceordisplay,includingtransmissionofanyimageoveranetwork;
Preparationofanyderivativework,includingtheextraction,inwholeorinpart,ofanyimages;
Anyrental,lease,orlendingoftheprogram.

CopyrightPearson2012

Purpose
Thesalesletterisabusinessletterthat
attemptstopersuadetherecipienttobuy
aproduct,goodorservice.
An e-blast is an e-mail message with a
similar goal.
Oftentheyaremassproduced.

Copyright2012PearsonEducationInc.,Allrightsreserved.

Audienceandmedia

Theaudienceisusuallyoneperson.
Ideally, recipients

of e-mail blasts opt-in.

Themessageshouldbepersonalized.
Paperandemail

Eblastsoftenfeaturealinktoawebsite
Lettersoftenarepartofdirectmailpackages

deliveredbytraditionalsnailmail

Copyright2012PearsonEducationInc.,Allrightsreserved.

Keytosuccess
Openingwordsfillreaderwithsenseof
needordesire.
Messagereevokesthatsenseatclosing.

Copyright2012PearsonEducationInc.,Allrightsreserved.

Format/design(salesletters)

Followthegeneralguidelinesforabusiness
letter

Buttheheadingsaredifferent.

Highlightkeypassagesbyusingboldfacetype,
differentcoloredtype,underlining,capital
lettersand/orsubheadlines.
Overprintthesignatureinadifferentcolored
ink.
Includeapostscript(P.S.).
Copyright2012PearsonEducationInc.,Allrightsreserved.

Format/design(eblasts)

E-blasts can include colorful coupons,


links to sales-oriented websites or
promotional videos.

Includeapostscript(P.S.).

Copyright2012PearsonEducationInc.,Allrightsreserved.

Salesmessageorganization
Part1:Beginwithateaserheadline
(optional).
Part2:Createasenseofneedordesire.
Part3:Presentyourproductasthesolution.
Part4:Askforthesale.
Part5:Reevokethesenseofneedordesire
andaskforthesaleagain.
Part6:AddaP.S.

Copyright2012PearsonEducationInc.,Allrightsreserved.

Elementsofadirectmailpkg
Outer envelope (attracts attention with
teaser copy)
Sales letter
Brochure
Other teaser devices such as a lift letter,
product sample, free gift or coupon
Reply card

Copyright2012PearsonEducationInc.,Allrightsreserved.

Tips
Focusonthereadersselfinterest.
Dontuseexcessivelynegativescenarios
tocreateasenseofneedordesire.
Considerdoingastrategicmessage
plannerforasalesletter.
Consider doing a strategic message
planner for a sales message.

Copyright2012PearsonEducationInc.,Allrightsreserved.