Unit 12Circulars and sales letters

Circular Letters Circular with Tear-off Slip Reply-Paid Cards Sales Letters Key Points to Remember

A circular letter is one that is sent out to many people at the same time. The letter may be prepared once only and then duplicated.

Circular letters may be sent for many reasons. Refer to the diagram on the next page.

When writing a circular letter, remember these important guidelines:• Keep it brief, otherwise it may not be read• Ensure the letter is informative and direct• Use individual terms, e.g. ‘you’, not ‘all of

you’.

Sometimes when sending out a circular letter a reply is needed. To ensure that you receive the required reply from everyone, a tear-off slip may be included, which may be completed and returned to you.

When designing a tear-off slip:• Use a continuous line of dots or hyphens for

‘tearing’• Include a return date and address• Use double-spacing where details have to be

completed• Leave sufficient space for completion of relevant

information

Sometimes a company will enclose a special reply-paid card for you to complete and return. The postage on these cards is pre-paid by the company.

A charge will be made by the post office only for the actual cards that are returned.

Sales letters are a very selective form of advertising. They aim to sell a company’s goods or services, or they persuade readers to take up special offers.

All sales letters must:• arouse interest• sound convincing• create a desire• encourage action

Remember these important principles when writing sales letters:

1. Try to get on the same wavelength as your reader in the opening paragraph.

2. Present the advantages of the product or service showing relevance to the reader.

3. Write in a positive, convincing style without being aggressive.

4. Encourage the reader to respond by placing an order, completing a reply form/card, requesting further details.

5. Use singulars rather than plurals, e.g‘Dear customer’ , not ‘Dear Customers’‘I know you will appreciate this unique product’.

Certain types of writing involve doing your utmost to persuade the reader to accept your recommendations. Business examples of persuasion include:• arguing for more staff• assuring the boss of the merits of a new project• convincing management to continue with a worthwhile

programme• justifying a budget increase• promoting your innovative business strategy• selling a product or service

Use a five-step process called the carrot-and-stick strategy. The following five elements should be in every attempt to persuade:

1. A clear statement of the reader’s problem.2. A clear statement of the consequences for

the reader of not solving the problem.3. A clear statement of your proposed solution

to the problem.4. A clear statement of the benefits to the

reader of solving the problem.5. A clear request for the specific action, e.g.

‘Please sign and return this application’.

These five elements in further details:1. The problem

If you want to persuade someone to do something, then the first step is to convince them that they have a problem to be solved.

2. The consequencesHaving demonstrated to the reader that they have a problem, next is to outline the dire consequences to them of not acting.List and discuss all the problems and threats that are faced if the problem is not addressed.

3. The solutionNow that the reader is in a receptive frame of mind, you reel them in by describing your solution to their problem.

4. The benefitsHaving described your proposed solution, you now describe all of its good points: financial, environmental, social, etc.

5. The closing request for actionTo close with a specific request for action. E.g in commercials, phrase like ‘For a limited time only’ is used.

1. Circular letters are useful for communicating a message to hundreds, sometimes thousands of people.

2. Circulars may be sent for a variety of reasons – to introduce new products, to advertise special offers, etc.

3. Make circulars personal by using ‘you’, not ‘all of you’

4. Remember that only one person will read each individual letter so this has a bearing on the language used.

5. Sales letters are a special form of advertising, aiming to sell a company’s goods or services.

6. Sales letters must arouse interest, sound convincing, create a desire and encourage the reader to take action.

7. Write in a positive, convincing style but don’t be aggressive.

8. Present advantages and benefits to the reader.

9. Use the 5 step process in the ‘carrot and stick strategy’.

10. Encourage a response from the reader – a phone call, a visit, a reply on an attached form, etc.