Why are unsolicited sales letters more difficult to write than solicited sales letters?
• The 4-point outline is appropriate for an unsolicited sales letter, a letter written to someone who has not requested it. • The very first sentence is deliberately designed to make a receiver put aside other thoughts and concentrate on the rest of the message. Such a message is essential when the receiver is not known to have expressed an interest previously. • The first sentence should arouse desire to read the sentences that follow. • If the attention getter does not relate to the product, service or idea, the receiver may feel misled. • When the first sentence exaggerates or seems to mislead, the receiver may not read the remaining sentences. • Select a major feature of the product or a primary user benefit; emphasize it throughout the message. • Relate the topic to something relevant and important to the receiver. • An original story or anecdote is a more effective attention-getter than the receiver is likely has heard already. • What are the purposes of paragraphs? • The spaces
