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BSS: Brilliant Communication by Patrick Forsyth

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SALES LETTERS

Often a document has a very specific purpose, and it must use the way it is written to achieve that aim. Again, we examine an example, this time of persuasive (sales) letters. The example is a letter to a customer, but similar principles apply whenever persuasion is necessary.

Sales letters, those specifically designed to be persuasive rather than just administratively efficient, are a key element of written communication with customers. Whatever their purpose, all sales letters must have a clear structure, use language to make what they say interesting and customer-oriented, and aim to be persuasive (though the full techniques are beyond the scope of this book).

The letter that follows is responding to an inquiry. The intention ...

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