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Sales letters and voluntary offers
Sales letters
A sales letter is the most selective of all forms of advertising. Unlike press and poster advertising, a sales letter aims to sell particular kinds of goods or services to selected types of customers. The purpose of a sales letter is to persuade readers that they need what you are trying to sell, and influence them to buy it.
In brief, you take something attractive and make it seem necessary, or you take something necessary and make it seem attractive.
TIP
Although sales letters will be circulated to many people, they must be written with a personal touch. Use ‘you’ rather than ‘all of ...
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