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Free Sample Sales Letter: Example of How to Write a Persuasive Business Marketing Letter
Here is an example of a business-to-business sales letter mailed to auto dealers by a firm that markets gift cards that replace paper gift certificates. Anything in brackets [like this] did not appear in the letter but simply appears to describe the mechanics of the letter Author:
Alan Sharpe [MAILING
ENVELOPE] [LETTER] December 27, 2007
[Right here, beneath the prospect’s name, is affixed to the letter a sample auto gift card, personalized with the prospect’s name, and this headline: As you can see, this card has success written all over it.] Dear
Mr. Carling: It’s made of plastic. It costs you $2 to buy. But it’s worth the price of a new car, sold off your lot. This card is worth the lifetime value of a loyal customer. In sales, service, parts, accessories and referrals. And goodwill. And free word-of-mouth advertising. Hold it in you hand for a minute, and think of your competition. Consider your revenue goals for the next quarter. Do you need to increase your new and used vehicle sales? Boost your parts & service department revenue? Multiply your accessories department revenue? Retain customers after their warranty runs out? This card will help. Big time. It’s a vital part of Sharpe AutoCards, a custom-branded loyalty and gift card program that generates revenue for your dealership. But first, how it works. Take a look at the front of your card. As you can see, you customize the card to match your dealership’s brand image and visual identity. Now turn it over. See that magnetic stripe across the back? It stores information about the card’s dollar value and each transaction. You hand cards like this to everyone whose business you want to attract and whose loyalty you must keep. Walk ins. Be Backs. Looky-Lous. Current customers. Even former customers. They all use the card to buy products and services at your auto dealership only. You manage the program using a simple card reader hooked to a personal computer at your dealership running our software. For an average auto dealership, the start-up cost of buying the system and operating it for one year is less than $2 per car sold that year. That’s what the card does. Here’s what it does for you. Please read the brochure I’ve enclosed for the compelling specifics. You use the Sharpe AutoCards card to:
The Sharpe AutoCards system is up to five times less expensive than competing offerings. Plus, you pay no transaction fees and you don’t have to buy any annual maintenance contracts. I call that a win-win-lose proposition for you, your customers and your competitors. Use your card today to receive free coffee and donuts for four. The gift card you are holding in your hand has been pre-loaded with $10 worth of coffee and donuts. Get a first-hand demonstration of how the card works by inviting me to your showroom for a complimentary consultation about the Sharpe AutoCards system. Hand me your gift card, I’ll swipe it, process your transaction, and hand over your free coffee and donuts. Like the gift cards you’ll use one day, this one can only be redeemed at the place of business on the card, which is to say, Tri-City Chev-Olds. When is a good time for us to get together for coffee and a chat at your showroom? Call me at 123 456-7891 today and let’s set up an appointment. Yours sincerely,
ABOUT THE AUTHOR Alan Sharpe is a business-to-business direct mail copywriter and lead generation specialist who helps business owners and marketing managers generate leads, close sales and retain customers using business-to-business direct mail marketing. Learn more about his creative direct mail writing services and sign up for free weekly tips like this at http://www.sharpecopy.com. © 2005 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message). |