Professional principle, which includes your understanding of the client, is the first principle mentioned above. There are also several issues to pay attention to:
Organization of the letter. Sales letters generally include title, salutation, introduction, body and ending. The title should be related to the client’s business, but it should not be a title like “Sell xxx” that makes people feel like spam. You can write titles like “May we help you optimize xxx sourcing?” “Free xxx report”, or “To save 20% money on xxx, do you know xxx?” which is much better than “Sell xxx”.
Salutation part. Don’t write “Dear Sir/Madam”, which is a letter from an unfamiliar supplier. Even “Dear Sourcing Manager” is better than “Dear Sir/Madam”. Of course, it is better to know the name of the contact person in advance.
After introducing the referee in the introduction, give a brief explanation of the title. Sometimes the title may not make people fully understand the main idea of the text, so you can use three to four sentences under the main title to explain the importance of the information. A wonderful explanation following the title will make your customers eager to read the whole article.
In the body of the article, you should keep asking readers: What kind of goods or services are suitable for you? Because customers are bombarded every day by outdoor billboards, advertisements on radio and television, and direct mail, all of which are for selling products. Sales letters are actually very obvious sales, but if you use the way of asking to let customers constantly answer their needs, they will feel in an active position and feel respected. Therefore, make your letter read as if it is to provide help, rather than blindly selling things, so that your letter will stand out. You should know that some customers do not buy purely for the purpose of buying products or services, but hope to get material and spiritual satisfaction from the purchase process. This is the huge difference between the two sales methods.
The ending should suggest that customers take immediate action. For example, leave a website for customers and encourage them to go to this website to learn more information or download some free materials. If you want them to contact you or reply to you, you should remind them in the letter and provide your phone number or other contact information.