is topic ke uper latter likha na Hai please help.
. Asume that you are the Marketing Manager
a professional hockey team. At present you are
concerned about t h e sales for the coming on. They are well below sales previous years and hence you plan to do something about it Draft a sales letter to those 500 people who hae bought on ticket last year but did not this year
Answers
Effective Introductory Sales Letters
There are certain proven rules and techniques that improve the chances of:
a) Your letter getting past (or being being forwarded by) the secretary or p.a. to your intended contact, and
b) Your intended contact being interested in seeing you.
Think how you treat unsolicited letters that you receive. Most of these letters go in the bin, and many letters won't even be opened. A few seconds is all anyone takes to decide whether to read a letter or discard it. A secretary or p.a. will open your letter, and they too will decide in just a few seconds whether to read on, then whether to pass it to your intended contact, another person, or to file it or bin it.
Increasingly these days it's good to aim first for a telephone appointment - a qualifying discussion when you can ask helpful questions and seek to understand the client's situation - before expecting to agree a face-to-face meeting.
You can do a lot on the phone. Having a telephone appointment in your mind as an initial aim often makes it easier to get the ball rolling. It also shows that you have a professional appreciation of the value of people's time.
Remember that your letter will be competing with perhaps ten, twenty, or even fifty sales letters received every day, sent by sales-people people hoping to gain your target's attention. To get through, your sales letter needs to be good, different, professional and relevant.
Use the five-second rule when designing direct sales letters opening statements and headlines. You must grab attention in five seconds; that's about ten words comfortably; fifteen to twenty words at most. This implies a headline, which is why headlines are often used. If you prefer not to use a headline, fine, but still you need to grab attention in your opening paragraph in five seconds.
The time available for grabbing attention and conveying meaning is shrinking all the time. People used to talk in terms of 4-8 seconds to grab attention. Now, it's best to work on less than five seconds. This is because progressively, we can all absorb information and ideas far more quickly than we used to. Our environments condition and 'train' our brains to do this.
Think about TV adverts, video games, chatrooms, email and text messages, fast-moving media and entertainment generally - it's all getting quicker - we get bored sooner, and we need data quicker.
Your contacts are just the same. Quick-thinking senior decision-makers especially: they need your letters to help them absorb and understand data as quickly as possible. If it takes too long they won't bother. Efficient and effective letters not only get read and get your points across, they also say something about you - that you are efficient and effective too.
So you need to be very efficient and thoughtful in your use of language and words. Every word must be working for you; if it's not, remove it or find another.
Think about the language that your intended contact uses - for example, what newspaper are they are likely to read - this is your vocabulary guide.
Think about the business vocabulary too; senior decision-makers and company directors are concerned mainly with making money and saving money. Read the financial pages of the broadsheets - look at the words that people use - and start using these words too.
A significant stage in succeeding with introductory sales letters is the one that is protected by the decision-maker's secretary or p.a. The secretary or p.a.'s responsibility is to protect the boss's time. For a letter to stand a chance of being passed on to your target by the secretary it needs to be:
Commercially/financially/operationally very serious and significant
Interesting and potentially beneficial
Of a nature that only your targeted person can deal with it
Relevant
Credible
Extremely professional
Grammatically perfect
The letter structure should also follow the AIDA format (it's as old as the hills but it's still crucial):
Attention (I want to read on)
Interest (this is relevant to me and my company)
Desire (this is potentially beneficial and I want to pursue this opportunity)
Action (when I'm called I'll talk/make an appointment/delegate action)
Obviously make sure you use the person's correct title (Mr, Mrs, Ms, Dr, et