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Sales Letter AIDA Model

A sales letter to a potential customer must be written in a way that catches the reader’s interest right away.

A sales letter is a powerful and direct way of communication. You are getting close to your customers, thus making a base for sales. A sales letter can be sent as a letter, a flyer or an e-mail.

Furthermore, it is a marketing advantage, as you are able to approach potential customers without your competitors’ knowledge.

Information on the customer

Before mailing a sales letter, it is important that you have gathered as much information on the customer as possible. The greater knowledge you have of a potential customer, the better.

To optimise your sale tenfold you must the possible customer when the sales letter is received.

AIDA model

If you send an unsolicited sales letter, you know that your letter is just one of many. Therefore, make sure that the recipient will be interested in your particular letter. The AIDA model is a template that can meet that goal.

The AIDA model can be used for any instance where you want to catch the attention of people. Use it for advertisements, signposts or a page on your web site.

The AIDA model consists of four elements and they must all be present in the sales letter:

1. Attention = Create attention using a picture or caching start text
2. Interest = The receiver must become interested in your text /picture
3. Desire = The letter must create the desire to buy your product /meet you
4. Action = Help the receiver to take action – e.g. contact you or buy from your website

Example of AIDA sales letter

You are a web developer and know that within the next years all web sites must be responsive - responsive means that a web site can be viewed on PC, tablets and smartphones.

How can you create a sales letter that sells the service “to create responsive web sites?” For example

Attention

• "You will lose 40% of your users on your web site."

This could be the sentence that caches the CEOs attention: "40% is a lot, why?" His is ready to read more

Interest

• "Every year increases the use of tablets and smartphones by 30% compared to previous year. When users browsing on their new devices come to your website they will experience an obsolete web site.
  Your companiy´s layout is very difficult to read on the small screens."

Now there is awareness and interest in the problem.

Desire

• "The problem reading your otherwise very good web site is big for the visitors and therefore you will lose customers. But the problem can be solved.
  We have the technical knowledge and design capabilities to correct the problem whatever web site system you are using.
  
  Contact us and we make an analysis of the task ahead and give you a quotation for solving the problem."

If the problem is perceived by the customer he´ll hopefully want to correct it. And your company must be the one to do it.

Action

• "PS - Contact us for free analysis of the size of the problem within 10 days. The cost of the analysis is normally $ 850".

It´s always great to save money and maybe this company will contact you today because the manager wants to save $ 850?

Always phone

You should always contact the potential customer by telephone. It increases the success rate by 20% or more. A mail or a letter without a telephone call afterwards gives a response of about 1% ort less.

If you have more money than brains you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.
- Guy Kawasaki, Author of The Art of the Start