| Sample 33: | Unsolicited Sales Letter |
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1330 Healy, Macomb, Illinois 61455-7787 Solar Heating Specialists Since 1950 1-800-555-1212 · http://www.solarpower.com |
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| Pace the reader by using a simulated inside address to catch attention. | How much more will
The cost of fuel increase Before you decide to Do something about it? |
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| The cost of heating homes in Ohio, Michigan, and Indiana has, as you know, increased tremendously in the past few years. | ||
| Lead the reader by using the you-attitude to keep the reader in the picture. Use lists, vary paragraph width, and length, use color, and other graphic devices to create and maintain visual interest. | Even with added insulation, a new energy-efficient furnace, and a reduced thermostat setting, your own bills have probably tripled since 19XX. And there's no relief in sight for the increasing costs of fuel. Gas, oil, electricity, and even coal are only going to cost more in the future.
But Sun Glow Products has developed an inexpensive and completely safe solution to home heating problems. Our Energy-Savers can cut the cost of your winter fuel bill by as much as 31 percent, and you can install them yourself simply, easily, and without special tools. |
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| Blend outcomes by providing facts, figures, and testimonials. Focus on one main appeal--in this case the appeal is to wealth. | Here's what some satisfied owners have had to say:
"I should have had these years ago." Lois Schumacher, Uba, Wisconsin. "Energy-Savers cut the fuel costs in my store by 32 percent." Elmer Gantry, Chicago, Illinois. |
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| Energy-Savers can save you hundreds of dollars in heating costs next year--and every year thereafter--for only $7.95 each. All you need to do is place one or two Energy-Savers next to your heat sources. Energy-Savers should be placed behind radiators, above forced-air outlets, and next to electrical heating elements. The self-stick backing makes them easy to install. | ||
| Made of a special ceramic substance developed by NASA, Energy-Savers are able to store and reflect heat in a much more efficient way than wall and ceiling plaster. Studies have shown that rooms with Energy-Savers stay warmer and require less fuel than rooms of the same size and shape without Energy-Savers. After you've had the opportunity to read about the studies in the enclosed brochure, calculate the number of Energy-Savers you'll need for maximum heating efficiency this winter according to the formula on Page 4. You'll be amazed at how inexpensive it will be for you to reduce your fuel costs. | ||
| Motivate by making the action easy and encouraging promptness. | To order, simply complete the order blank at the back of the brochure, or use your credit card and call our toll-free number, 1-800-555-1212. Should you wish extended payments, complete and return the brief credit application and return it along with your order and the minimum down payment in the postage-paid envelope provided.
Your Energy-Savers will pay for themselves in no time--before next winter is over for typical homes--and you'll be more comfortable, too. |
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| Cordially, | ||
| Alice Ajax
enc |
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| A postscript emphasizing an added benefit for acting promptly will increase the letter's pull. | Order in the next 10 days, and we'll give you one free Energy-Saver for every 10 you purchase. |
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