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Sales Letters
Central Idea of Persuasion
Concentrate on a few features of product or service Providing convincing evidence of excellence Use believable or convincing language Introduce price in middle of letter (Ex. 1.99) Offer something special when possible Include envelopes, telephone numbers.

People accept what seems to fit their existing values, wishes, and attitudes.

Rational Appeal
Effective with wholesalers and retailers Physical or factual description of product in terms of its makeup and appearance: composition, dimensions, and shape What it will do for them!

Emotional Appeal
Spontaneous desires appeals to senses, social instincts, and elements of human nature--satisfies a desire.

Sells People Not Products!

Two Studies
Product Study
Product knowledge about the product. Also comparison to other products.

Prospect Study
Knowledge of people
Emotional Appeal Rational Appeal

Semester-8th, MIS-409

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Sales Formulas
The most basic structure for persuasive letters usually has four parts, commonly known as the AIDA formula for sales presentations: A- Attract the readers favorable attention I- Arouse the readers interest D- Create desire and convince the reader A- Make clear the action the reader needs to take.

AIDCA Formula
AIDCAAttract favorable attention Build interest Create desire Get conviction Ask for action

AIDPPA Formula
Attract attention Build interest through Description of the product Persuade the reader or buyer to react to the desired action P- Proof of what will be received A- Action AIDP-

DDPC Formula
D- Start by being Dramatic D- Continue by being descriptive about P- Use persuasive talk--benefits reader or buyer will receive C- Clinch by getting desired response leading to specific action

PPPP Formula
P- Paint a picture of product and benefits for the reader, buyer P- Promise picture will come true if offer is accepted P- Prove the pleasing picture will hold treasures for the reader. P- Push for action

Semester-8th, MIS-409