What are the various steps of Sales Letter? Also explain the functions of a Sales Letter?

Table of Contents

What Are the Steps in Writing a Sales Letter? Explain the Structure and Functions of a Sales Letter (AIDA Plan).

Introduction:

Sales letters differ significantly from ordinary business correspondence. They are persuasive tools designed to promote products or services and encourage customers to take action. Since even a small mistake can turn away a potential buyer, great care must be taken in drafting them.

The structure of a sales letter generally follows the AIDA Plan, which stands for:

A – Attract Attention
I – Create Interest
D – Build Desire
A – Stimulate Action

1. Attracting Attention

The first and most important step is to grab the reader’s attention. If the opening is dull or irrelevant, the reader may discard the letter without reading further.

Tips to Attract Attention:

Use an eye-catching headline or opening sentence.
Ensure a neat and attractive layout.
Use quality paper and a professional envelope.
Write short, meaningful sentences.
Focus on the reader’s needs and self-interest.

2. Creating Interest

Once you’ve gained the reader’s attention, the next step is to generate interest in your product or service. Help the reader understand how the offering can benefit them.

Ways to Create Interest:

Highlight the features of the product or service.
Emphasize comfort, economy, utility, and appearance.
Use clear, simple language to explain benefits.
Provide relevant, engaging details.

3. Stimulating Desire

Creating interest isn’t enough; you must also convert interest into desire. The reader should feel compelled to own or use your product. This requires strong persuasion.

Strategies to Build Desire:

Use factual and honest claims—avoid exaggeration.
Highlight what makes your product better than others.
Share customer experiences, guarantees, or limited-time offers.

Example Phrases:

“You’ll love our prices and appreciate our quality.”
“Don’t wait—visit us today and feel the difference.”

4. Stimulating Action

The final part of the letter should urge the reader to act immediately. Clearly state what they should do—place an order, visit your store, call a number, etc.

Effective Techniques:

Offer a discount or special bonus.
Include a reply envelope or a coupon.
Create urgency with phrases like “limited time offer” or “order now”.

Example Phrases:

“Just fill out the attached form to claim your free gift.”
“Act now and receive an exclusive 20% discount!”
“Don’t delay—this offer expires soon.”

Functions of a Sales Letter:

A sales letter serves several key purposes:

Promotes a Product or Service: It introduces and explains the features and benefits of an offering.
Persuades the Reader: It aims to convince the reader that the product meets their needs.
Stimulates Action: It encourages the reader to make a purchase or inquiry.
Builds Business Image: A well-written sales letter reflects the professionalism and credibility of the business.

📩 Sample Sales Letters

Sales Letter for Air Coolers

Salim Electric Co.
Ali Point Street, Lahore
Date: January 5, 2002

To:
The Purchase Manager,
Ali Electronics,
425 Jinnah Road, Karachi.

Subject: Make Rs. 800 Commission with Our New Air Cooler!

Dear Sir,

Would you like to earn a straight commission of Rs. 800 on each unit of our new Air Cooler Model A.B.C.?

This air cooler is highly economical, durable, and easy to use. With widespread advertising across TV channels, your customers will be well-informed and eager to buy.

Additionally, we are offering a special introductory bonus of Rs. 300 per unit for a limited time only.

We encourage you to place your order before March 31, 2007, to avail this offer.

Sincerely,
Sales Manager
Salim Electric Co.

Sales Letter for Air Conditioners

Ali A.C. Corporation
40 Circular Road, Gujranwala City
Date: January 25, 2008

To:
The Purchase Manager,
Ahmad Electronics,
30 Hall Road, Lahore.

Subject: Offer the Ultimate Comfort with Climax Room Air Conditioners

Dear Sir,

Summer is here—and so is the need to stay cool! Presenting the Climax Room Air Conditioner, a perfect blend of performance and design for your customers.

Key Features:

One-ton compact capacity
Whisper-quiet operation
Sleek design—projects only a few inches into the room
Available in stylish shades and colors
Easy installation

To guarantee durability, we offer an up to 5-year warranty. Please find the enclosed booklet for more information. We invite you to visit our showroom at your convenience for a live demo.

Avoid the last-minute rush—place your order now and delight your customers with unmatched comfort.

Sincerely,
Sales Manager
Ali A.C. Corporation

Let me know if you’d like help creating your own customized sales letter or turning this into a printable format (PDF/Word).