Page 220 - DENG102_COMMUNICATION_SKILLS_II

Unit 14: Writing and Planning Effective Business Letters

about. It makes a promise regarding what the item you are selling will do for him. The sub-headline notes
or lead paragraph is optional. Sometimes it’s used to expand the headline. 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.
Body of the Letter
Here, using the same tone and staying with the spirit of the headline, you begin to give details
of your unique selling point. You continue talking about the benefits and offer proof of the claim
you made early on. You share the details of the benefits. You prove your case or claim.
!

Caution 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 or Call to Action

A sales letter should close in a professional manner. Once your last paragraph is written, sign off
between a complimentary close such as “Sincerely,” or “Thank you,” and your printed name. 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 prepaid envelope, and an order
form. If not appropriate, supply a toll free telephone number, an E-mail 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: Always use a Post Script.

Example: “If you order before March 1, we will include a free...” Or “Money back
guaranteed...” Or “Discount is good until...”

Examples:
1. sample Persuasive letter
Mr. Rakesh Sharma
528, Sector 8
Chandigarh

30 July, 2001.
You have been a valued member of the Idea Cellphone family. As you may be aware,
Idea Cell phones Co. is now one of the largest cellular operators in India and in the world.
We have taken the leadership in launching new and exciting tariff plans in India thereby
making cellular telephony more affordable.
As per the honourable TRAI ruling dated January 25, 2001, an amount of ` 900 is refundable
against your contract No. 00123130 mobile number 9812031984. This refund is on account
of reduction in license fees. This amount will be refundable to you vide an account payee
cheque on the address mentioned above.

If you have any queries regarding the same, please feel free to contact us on our toll free
hotline number 9820398223 and we would be glad to address the same.

Keep Smiling!
Aarti Bajaj
General Manager, Customer Services

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