Sales Promotion Letter

Any product or service can be successful only if it gets buyers. Even a high quality product or service would fail, if it fails to reach the right target market. Thus, an effective marketing team, a good marketing strategy, and a good sales team is essential. A sales team uses many techniques and methods to approach the clients. The effectiveness of these methods along with the efficiency of the sales team leads to a successful brand. One such tool is a sales promotion letter.

What is a sales promotion letter?

As the name suggests, this letter is written to promote a product or service. The person writing this letter aims at promoting the brand, a specific offer, a specific product, etc., the ultimate aim of which is sales.

The letter will not directly aim at selling something; rather it aims at promoting something. The letter will introduce a product or service, speak about it benefits, speak about its specifications and create an interest in the reader regarding the product. The letter presents the product, service or an offer in a way that the reader is motivated to check out a demo, give an appointment to the sales representative to explain more about the product, place an order, etc. Thus, this letter is a step taken towards selling the product or service.

How to write a sales promotion letter?

This letter is a formal letter. It is written to either promote something to an existing client or is addressed to a prospective client. In any situation, one must remember that this is a formal letter, and thus has to abide by the rules of the same.

Whom should the letter be addressed to?

Addressing the letter to the right person is important to get effective results. If you wish to promote some product or service and wish to sell the same, you must know who is authorized to approve such purchases. Usually when it comes to buying something in the organization, it is the purchase officer who approves the same. If not, find out the name of the concerned person and address the letter to the same.

Format of the letter:

As mentioned above, this letter is a formal letter, thus it’s format is similar to any other formal letter.

The letter since is written on behalf of the organization, it should be written on the letter head of the organization. Since it is the letter head you do not need to mention the name and address of the organization. However, you need to mention your name and designation, as it is you who is pitching the client. Thus, the letter will begin with your name, designation, and contact details.

This is followed by the name, designation and organization name of the reader.

A subject line is very important. In formal letter, you need to be direct, and thus, a subject line helps you do the same. This line should be clear and to the point. A simple example in this scenario would be – Promotion of the new product launched ABC launched by King Manufacturers.

Salutation – Since you know the name of the person, the salutation will be ‘Dear______ (last name of the person)

Body of the letter:

The first paragraph will be an introductory paragraph, wherein you introduce yourself, and mention the name of your organization. You then speak about the motive of the letter. In the next paragraph, you elaborate on the same, and thus create an interest in the client. The AIDA formula of sales applies to this letter as well. The formula says –

Seek the attention, create an interest and desire, and finally take an action. (In this case motivate the reader to take an action.)

Closing the letter – End the letter by thanking the reader and requesting him to take some action like checking the demo, or studying the proposal, plan, etc.

Enclose any required samples or documents and mention the same in the enclosures section of the letter.

A sample sales promotion letter will clarify the idea as to how the letter can be used to promote a product or service to the clients.

Point Zero Marketing Solutions
2787 Progress Way
Cedar Rapids, IA 52404
Ph: 666 45781210

From,
Sallie R. Cavanaugh
Extn – 1450
Email: sallie@pzm.com

To,
The Manager,
Daniel M. Lucas
337 Par Drive
Pomona, CA 91766

Dear Mr. Lucas,

I would like to take this opportunity to express our pleasure in working with your organization. You are one of our most prestigious clients. It's been wonderful working with you all these years. Continuously upgrading and coming up with new products and ideas is our USP, and today I would like to introduce a new marketing scheme that we have come up. It is titled as 'Target on Wheels'.

Target on Wheels, is not a new way of marketing, but very similar to Transit marketing. However, with this we have decided to take Transit Marketing to a new level. We have tied up with special delivery vehicles, that deliver goods in the offices, manufacturing units, etc. These vehicles are allowed to enter the organization premises. We will thus, put up banners, and other advertisement materials on these vehicles. Even the driver can wear something that carries the advertisement, and also have some brochures handy, which can be handed over to the people when they question about it. Thus, this will help reach the target audience directly.

Please check the detailed plan attached with this letter. Give us a chance to explain this in detail by meeting you in person.

Thank you

Regards,

Sallie R. Cavanaugh

Enclosures:

1.Marketing plan – Target on Wheels

Thus, a sales promotion letter is used to promote a new product or service launched by an organization. It will thus, help in getting clients for the same. Also, you can look notice of promotion letter sample, job promotion request letter sample and police promotion letter sample for more letters.