FUNCTIONS OF SALES LETTERS:

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1. Attracting Attention:

 

Attracting Attention of the reader through decent stationery, proper layout, neat typing, paragraphing, etc. further, the opening sentences of the text must make the reader think by means of a slogan or extra-ordinary idea.

 

2. Arousing Desire:

 

Arousing Desire by appealing to reason (for necessities) and appealing to emotion luxuries). The desire to buy the goods or services must be created in the mind of the reader.

 

3. Implanting Conviction:

 

Implanting Conviction about the good quality of goods / services so that the reader does hesitate in making the decision desired. This can be achieved by means of logical reasoning moderate claims, and evidence to support the claims.

 

4. Stimulating Action:

 

Stimulating Action by not allowing the prospective customer to put off auction. This can be done by offering inducements for quick action, like special discount, gifts, reply cards, etc.

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