INQUIRY AND SALES LETTER

INQUIRY AND SALES LETTER

A.    Inquiry Letter

1.      Definition

The letters that are written for collecting information about job seekers, prices, products and services before awarding jobs, granting credit, making contracts and giving promotions are known as letters of inquiry. These letters are written to a third party seeking information about either a job or a company that wishes to make business relationship.

 Letter of inquiry, also known as a prospecting letter or letter of interest, is sent to companies that may be hiring, but haven't listed specific job openings. Use this letter to find out if the company has any available or upcoming job openings. Your inquiry letter should contain information on why the company interests you andhow  your skills and experience would be an asset to the company. Also provide information on how you will follow-up and where you can be reached.

2.      The Principles of Letters of Inquiry

a.    State clearly and briefly what you’re requesting, beginning with a courtesy phrase like “Please send me…” or “May I please have…”

b.    Give details to help the person send you exactly what you want (reference numbers, dates, descriptions, titles).

c.    If appropriate, and if it will help the person furnish you more precisely

d.   with what you need, briefly explain the use you intend to make of the material. (When writing the county pathologist for information on procedures in a murder case, it helps the person to know that you are a mystery writer looking for background rather than a prosecutor building a case or a physician in search of medical details.)

e.    State the specific action or response you want from your reader.

f.      Explain why your reader might want to respond to your request.The best way to get on in the world is to make people believe it’s  to their advantage to help you.” (La Bruyère)

g.    If appropriate, offer to cover costs of photocopying, postage, or fees.

h.    Specify the date by which you need a response.

i.      At the end, if your letter is a long one, restate your request.

j.      Express your thanks or appreciation for the other person’s time and attention and close with a confident statement that the other person will respond positively.

k.    Enclose a self-addressed stamped envelope (SASE), if appropriate. Otherwise, tell where to send the information or where to telephone,fax, or e-mail the response.

3.      That Must Avoid In Writing Inquiry Letters

a.    Don’t simply request “information.” Be specific. Some companies have hundreds of brochures dealing with their products and services.

b.    Don’t be apologetic (unless your request is time-consuming or difficult to supply). Avoid phrases like “I hope this is not too much trouble”

c.    Avoid a highhanded approach that implies you are entitled to the information, service, or favor. You are making a request, not a demand.

B.     SALES LETTERS

1.    Definition

A sales letter is a letter written to publicise and ultimately sell a product or a service to the consumers. It is a type of business letter; meant for generating business. It also has the bearing of an announcement letter. A sales letter is also referred as letter of sale, marketing sales letter and business sales letter. It is also known as direct mail as it is being directly sent to the client. A definition of sales letter provides additional and assisting information in understanding the one mentioned.

Sales letters aren’t appropriate for all products and services, but they can get the reader to make the call or visit the store where the real selling can be done. Because they’re effective and economical (compared to print and video advertising, for example), they’re an integral part of most firms’ marketing strategies. For many small businesses, they are the only affordable advertising tool. Sales letters have become so sophisticated that many businesses no longer generate their own. The buzzword is “integration”—using fullservice agencies to handle every aspect of advertising, including sales letters. Find such firms in the yellow pages under direct marketing, advertising agencies, or public relations counselors.

2.      Kinds of Sales Letters

a.       Announcements: changes/new products

b.      Asking for meeting/appointment (see appointments)

c.       Congratulations: purchase/new account/payment

d.      Direct mail advertising

e.       Follow-up: inquiries/sales letters/sales

f.       Form letters

g.      Goodwill

h.      Introducing new products/services

i.        Invitation: open house/sale/membership/new account

j.        Questionnaires/surveys

k.      Responding to inquiries

l.        Special promotions/sales/gifts/free services

m.    Thank you: sale/new account/revived account

n.      Trial offers: products/programs/services/subscriptions.

3.      The Principles Of Sales Letters

a.       Get the reader’s attention with your opening sentence, question, anecdote,or statistic.

b.      Create an interest in what you’re selling with a strong central sales message.

c.       Arouse the reader’s desire for your product by using specific, vivid words as well as active power verbs. One word that never gets old is “new.”

d.      Point out how your service or product differs from similar ones, emphasizing quality and dependability.

e.        Convince the reader that responding to your offer is a smart move,and offer “proof” (samples, testimonials, statistics).

f.       Tell how to obtain your product or service.

g.      Give a reason for acting immediately: limited supply, expiring sale offer, future price increase, early-response discount.

h.      State clearly what immediate action you want them to take: “Telephone now for an appointment”; “Order one for every family member”; “Call today to arrange a demonstration”; “Return the postagepaid reply card now”; “Send for your free copy of the planning guide.”

i.        Close the sales letter by inciting readers to immediate action and telling them what you want them to do (order, call, mail a card, come to the store).

j.        Finally, echo your letter opening in some way. If you began by quoting a celebrity, finish by saying something like, “And that’s why So-and-So won’t drive anything but a…”

k.       Add a P.S. to repeat your main point, to emphasize an important feature.

4.      That Must Avoid In Writing Sales Letters

a.       Don’t make too many points in one letter. Concentrate on your strongest one or two sales points, add one in the postscript if you like, and save the others for follow-up letters.

b.      Don’t, in general, use numerous exclamation marks or exaggerated adjectives such as astonishing, revolutionary, incredible, sensational, extraordinary, spectacular. Describe instead concrete features, benefits, details, and product claims.

c.       Don’t ask questions relating to the sale (“Can you afford to throw this letter away?”

d.      Don’t say, “We never hold a sale! Our everyday prices are so low we don’t need to.” Human nature likes a sale. Even customers who regularly use your products or services and think they’re reasonably priced are attracted by a bargain.

e.       Avoid jargon unless you’re sure that your target audience is familiar with it.

f.       Don’t threaten (“You’ll be sorry if you don’t order now”).

g.       Don’t preach, scold, correct, or write down to customers

h.      Avoid the first-name, pseudo-friend approach.

i.         Don’t make assumptions: that your reader knows what you are talking about.