But in the majority of sales letters an offer must be made, for
price, after all, is the one thing that is, to the reader, of first
importance. Most men want to know all about a proposition without
the bother of further correspondence and so a specific offer should
usually follow the arguments.
How To Bring The _Letter_ To
A CLOSE
PART II--HOW TO WRITE THE LETTER--CHAPTER 7
GETTING ATTENTION, _explaining a proposition and presenting
arguments and proofs are essentials in every letter, but they merely
lead up to the vital part_--GETTING ACTION. _They must be closely
followed by_ PERSUASION, INDUCEMENT _and a_ CLINCHER. _The well
written letter works up to a climax and the order should be secured
while interest is at its height. Many correspondents stumble when
they come to the close. This chapter shows how to make a get-away--
how to hook the order, or if the order is not secured--how to leave
the way open to come back with a follow-up_
* * * * *
Nothing will take the place of arguments and logical reasons in
selling an article or a service. But most salesmen will bear out the
statement that few orders would be taken unless persuasion and
inducement are brought into play to get the prospect's name onto the
dotted line.
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