The AMA Handbook of Business Letters

By Jeffrey L. Seglin; Edward Coleman | Go to book overview

CHAPTER 7

Sales, Marketing. and
Public Relations Letters

The object of a sales, marketing, or public relations letter is to elicit a positive response from your reader toward the product or service you are trying to market. Successful sales, marketing, and public relations letters must therefore grab readers' attention and convince them that your product or service will satisfy their needs or desires.

Use a friendly, personal tone. Customers, whether they are consumers or business users, crave personal attention, and a very formal letter suggests just the opposite.

While all the letters in Part II could be considered sales and marketing letters in the broad sense that they are trying to convince a reader to take some sort of action, the letters in this chapter are sales and marketing letters in a more literal sense. They were written specifically to market a product or service to the reader.


Letters of Introduction

Sample Letters 7.1 through 7.7 are all forms of letters introducing salespeople or companies.

Sample Letter 7.1 was written by a salesperson to an existing customer informing him that the salesperson is being promoted and will be replaced by a new salesperson. The current salesperson comes right to the point in announcing her promotion and replacement. She then seeks to set up an appointment with the customer so the customer can meet the new salesperson. Finally, she expresses her confidence in her replacement, stressing the service she will continue to give the customer's business.

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