Persuasive business letters are commonly used for direct mail marketing or for putting across your views on a new product. But they follow a unique style. A persuasive letter is written in a manner that it attracts a reader's attention and makes him curious about your product. Indeed, writing a persuasive business letter is an art. Here is how you can pursue it.
Key to Note
✎ Maintain a conversational tone throughout the letter. Anticipate your reader's questions and answer them. This is all about customer's psychology.
|Really Amazing Resorts
Email id: firstname.lastname@example.org
Date: November 1, 2012
Mr. Jerry Stone,
Dear Mr. Stone,
Here is an Offer too Good to Refuse! Before you roll your eyes thinking, 'Oh God! Not another one!', and chuck this letter into a bin, just read a few of the lines below.
Imagine the mellow sun and the grainy sand. Imagine the soft rolling of the waves of the sea. Those beautiful sunsets in the evening. Watching all of this in the lap of luxury, sipping your choicest drink. Imagine a week's getaway from all the traffic noise that wakes you up, that crazy drive to work, the yelling and screaming at workplace and at home. Imagine a place where you can sleep when you want, wake up when you want, do what you want, and live the way YOU like!
Sounds great doesn't it?
Welcome to Really Amazing Resorts. At RA resorts, we promise to deliver the best of the service, the best food, the BEST of everything just for you.
One of our patrons recently said, "I came here harrowed and troubled. But I go back a different man. The place and its natural beauty really changed me. I sure will be making the short trip from New Jersey to here next time my wife says I'm becoming too grumpy!"
On account of our first anniversary, we're giving you a flat 65% discount on rooms and 40% discount on menu price of foods and beverages! So hurry. Call 0123-1144-5623 to know more.
Guest Relations Manager
Really Amazing Resorts
- Persuasive business letters are printed on the official letterhead of the company only.
- Avoid rambling about unnecessary things in your letter. Get to the point as quickly as you can.
- Let the introductory part of the letter be catchy. Only then, it will retain the reader's attention. Mention the value proposition as soon as possible. A persuasive business letter can be utterly useless, if the value proposition is not good enough. So make sure that you have some irresistible offer that will make the reader pick up the phone and want to know more about what you have written.
- Another trick is to arouse customer's curiosity by not giving away all the details in the letter itself. However, this trick may backfire if he feels that the offer is not worth all the effort.
- Customers don't have time to read long complicated sentences. Make sure that your sentences are short, with each one leading to the next in immediate succession.
- Don't write big paragraphs, since they make the whole letter look boring.
- Make your letter visually appealing. Frame sentences that can create vivid pictures in the reader's mind. Add a picture of your product/service if possible and if absolutely necessary.
- Write the letter by using some age-appropriate jargon. e.g. A letter written to a teenage customer must have a language that appeals to him.
- A common, unethical trick is using mock quotes by some imaginary customer. I can assure you that this trick works and will never backfire. Remember to give a nice common name to your imaginary customer, to make a strong impact on the reader's mind! e.g. Andrew Bell, John Smith, etc.
I am sure that by now you must have grasped the finer nuances of this letter writing style. Try writing them yourself and take plenty of influence from ready examples on the internet. After a couple of trials, you will surely be able to write an effective persuasive letter by yourself.