Insurance Online

Do you remember about the post “My correspondence with Underwriters”? Today I would like to tell you about one more type of letters in insurance - Sales letters.

Sales letters are written and often sent out with a catalogue which has not been asked for.

These letters require a highly specialized style of writing. For this reason, most large companies employ professional writers - advertising and public relations specialists - who handle all the sales and publicity writing. They know how to appeal to people’s buying motives and find potential buyers. They must also know how to acquire mailing lists (such sources as a company’s own files, telephone books, and directories are good starts) and how to select the right audience from those lists.

Nevertheless, and especially in smaller companies, there are times when almost any business person will have to compose a sales letter.

I present you me own example of a sales letter:

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Sugden & Able Ltd.
45 Flower Street
London,
United Kingdom

Your ref: BF
Our ref: SA

22 March 2006
Brown Fox Ltd.
32 Tate Street
Kern,
Sweden

Dear Sirs,

We would like to inform you that underwriters offer 2 types of insurance for your requirements:

1) Floating policy. This policy will cover all shipments with a maximum amount, and can be renewed when necessary.

2) Open cover. This type of insurance based on conditions that the shipper informs the underwriter when the shipment is made and renews the policy after shipment.

We look forward to hearing from you.
Yours faithfully,

A. Able
the Director of Sugden & Able Ltd.

Enc. 2
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POINTS AND WORDS TO REMEMBER

Sales letters should demonstrate the writer’s knowledge of both product and customer and illustrate the advertising principles known as AIDA:

1. Attention: The letter opens with a gimmick to grab the reader’s attention and create the desire to know more.

2. Interest: The letter provides information and plays up certain features of the product to build the reader’s interest.

3. Desire: The sales pitch appeals to one or more personal needs (such as prestige, status, comfort, safety, or money) to stimulate the reader’s desire.

4. Action: The letter makes it easy for the reader to buy end encourages immediate action.

<:3 )~~~~~~
Yours sincerely,
AlexSandra

This entry was posted on Friday, August 25th, 2006 at 1:59 pm and is filed under Some interesting facts. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.