Laura Brill - Sales Letters That Sell

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SALES LETTERS THAT SELL Laura Brill AMACOM American Management Association New York Atlanta Boston Chicago Kansas City San Francisco Washington, D.C. Brussels Mexico City Tokyo Toronto

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title	:	Sales Letters That Sell
author	:	Brill, Laura.
publisher	:	AMACOM Books
isbn10 | asin	:	0814479456
print isbn13	:	9780814479452
ebook isbn13	:	9780585026831
language	:	English
subject	Sales letters.
publication date	:	1997
lcc	:	HF5730.B75 1997eb
ddc	:	658.8/1
subject	:	Sales letters.

This book is available at a special discount when ordered in bulk quantities. For information, contact Special Sales Department, AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Library of Congress Cataloging-in-Publication Data Brill, Laura. Sales letters that sell / Laura Brill. p. cm. Includes index. ISBN 0-8144-7945-6 (paper) 1. Sales letters. I. Title. HF5730.B75 1997 658.8'1dc2197-2279 CIP 1997 Laura Brill All rights reserved. Printed in the United States of America. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. Printing number 10 9 8 7 6 5 4 3 2 1

For Paul, my muse Matt, my mentor Rick ... my man for all seasons

Page vii Table of Contents Introduction 1 Part One Techniques for Writing Sales and Account Management Letters 7 1 Speak Your Reader's Language 9 2 Give Your Readers What They Want 21 3 Be Positive (Even When You Must Say No), and Build Goodwill 37 4 Use Your Opening to Capture Your Reader's Attention 51 5 Motivate Your Reader to Act 75 6 Handle Account Management Issues With Sensitivity and Concern 91 7 Use Graphics, Gadgets, and Gimmicks as Highlighting Tools 107 8 Get Started Quickly by Planning Memos and Reports 115 9 Write Proposals That Win for You Every Time 129 Part Two Sample Account Management Letters and Internal Documents 139

Page viii Appendix 173 Fifteen Grammar Mistakes You Don't Want to Make Proofreading Techniques Practice Simplifying Your Language Transitions You Can Use for a Smoother Flow Troublesome Words Words Most Commonly Misspelled Agreement of Subject and Verb Numbers Useful Facts Index 195

SALES LETTERS THAT SELL

Page 1 Introduction One central principle should govern your writing today: If a technique makes your letter successful, use it. Otherwise, try a different approach.

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