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Summary TEX2601 - Writing Skills For The Communication Industry Lesson 4
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TEX2601 Lesson 4The
INTRODUCTION Direct
introduction
Assembling is important (like conveying factual information) but writing is
Sales
what separates successful direct sales letters from average ones.
Direct sales letter is marketing text.
Regarded as most effective formats in direct marketing to generate action.
Letter
Excellent way to maintain personal relationship with consumers (message
from one person to another).
Takes planning and skill to craft sales letter with impact.
No single rigid formula - can improve effort by paying attention to basic
principles regarding structure, language and style.
WHATwhat
IS DIRECT MAIL? mail
is direct
Direct mail or direct sales letter is type of direct marketing.
Announces and describes new product or service and makes direct appeal
on reader to take action (visit website, call, subscribe or buy).
Brian Thomas and Matthew Housden (2017:3) [their book Direct and
digital marketing in practice] define direct marketing (which direct sales
letters form part of) as - the practice of building and harnessing customer
data and insight to target, execute and control the creation and delivery
of customer value across all interactive channels to start and prolong
profitable customer relationships.
Direct sales letter can reach target audience through interactive channels,
email, social media, or phone. Channels may be new and different, but
principle remains the same.
David Axelrod and Karl Rove (2020) describe direct sales as oldest forms
of advertising still in use. They define it as “unsolicited, targeted
advertising” sent directly to an individual.
Direct sales letters are sent to mailing lists, bought from data-mining
companies, containing names, addresses and contact details of people
you have not done business with before. The purpose of such a mailing is
customer acquisition.
Turn this person into a customer by designing the mailing to generate
sales. Or use the mailing to generate a lead and follow up to convert
prospect to customer.
A receiver is approached personally, in writing, with offer of
product/service, usually at discounted rate.
Letters direct audience to digital platform where they are able to interact
with company. Platforms include:
1. Company’s website
2. Contact number
3. WhatApp number
1
, Letter offers sender opportunity to reach only target audience with
message.
Email is direct “mail” medium (doesn’t look like spam). Mostly used.
Readers can respond immediately by buying online but can ignore email.
Subject line is important.
Direct sales letters must adhere to same structural, content-related,
linguistic and stylistic principles as mailed ones. Only difference is medium
used to distribute.
May not always be successful. Everyday products (food, cars and domestic
articles) are usually advertised but more sophisticated items (books,
insurance and durable consumer articles) do not form part of general
publics buying pattern are often marketed by direct mailing.
Direct marketing by means of direct sales letter has developed into
psychological process. Organisations that use direct marketing pay
attention to data on groups and individuals collected through use of
algorithms and cookies or store cards (checkers’ Xtra savings card). This
data is used to determine which direct mail letters the consumers should
receive next, letter is usually addressed to consumer by name.
Place of direct mail letter in field of direct marketing can be identified as
follows:
Direct response for
direct marketing
Infomercials and
Magazine ads with
Direct sales letter Telemarketing TV commercials
reply coupons
(toll-free number)
Direct mail letter / Television Printed media
direct mail Via phone broadcast (popular
brochure (Outsurance ads) magazines)
Direct sales letter should be regarded as persuasive text (text that aims to
get a result). Ultimate goal of direct marketing texts. Secondary goal –
leave a positive impression about product/service with receiver (even if
offer isn’t accepted).
Bear in mind that receivers are free to decide:
1. Whether they are going to read the text at all
2. Whether they will accept the offer or ignore it
LEWIS’Slewis
MOTIVATORS
motivators
What motivates people to spend money on products/services.
2
, Lewis (2004:11), 5 important motivators; fear, exclusivity, guilt, greed and
need for approval.
LEWIS’S MOTIVATORS
Most are aimed at fear of disease,
poverty, accidents, or death. Product
is presented as answer to help
overcome. Text functions by means of
“fear appeal”. Should not be
emphasised too strongly because too-
strong appeal will cause people to
shut off from content of message.
FEAR
Example: “as an Edgars account
holder, you are concerned about the
well-being of your family. You
probably planned for them should
anything happen to you. Nobody likes
thinking about funerals but will be
faced with death in family. Could
happen at any time...”
People like to feel special, that they
belong to a separate category which
EXCLUSIVITY sets them apart from the rest.
Example: “Exclusive offer to Gold
Status clients only!
Works well for fund-raising letters
where appeal is directed to people
who are more fortunate, wealthier,
GUILT and healthier than others. Example:
“Add R10 to price of take-away meal
and help feed R150 000 children
daily.”
People like to save money and get
GREED something for nothing. Example: “Buy
one, get one free.”
People enjoy being complimented of
good conduct in order to maintain
self-worth. Often necessary to boost
peoples‘ egos a little. Example: “yes,
with your drive, determination, and
NEED FOR APPROVAL mindset you deserve the recognition
of ABSA bank Gold Cheque account
package. “or “It is perfectly clear to is
that you know how to deal with
money. That’s why you are invited to
become a platinum member.
ANATOMY OF DIRECTanatomy
SALES LETTER
of direct sales letter
Direct sales letters and emails look similar to ordinary letters. Usually have
more colour and a picture or two to draw attention. Direct sales email will
contain several hyperlinks.
3
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