| Sample 34: | Solicited Sales Letter |
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RECLINE-O ORTHOPEDIC FURNITURE
2317 Weaver Avenue · Madison, Wisconsin 53702-2317 800-555-1999 · http://www.reclineo.com |
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| Solicited sales letters are usually dated. | March 13, 20xx | |
| Mr. Reginald Jackson
1776 Riverview Drive East St. Louis, IL 62203 |
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| Dear Mr. Jackson: | ||
| Pace by answering one of the readers questions. | The Recline-O-Matic chair you asked about is designed to reduce strain on the lower back and to make sitting more comfortable for those with chronic back pain. | |
| Lead the reader by keeping him or her in the picture. Emphasize the benefits rather than the features. | Your doctor may have recommended a Recline-O-Matic chair because it is the only chair designed to permit sitting immediately after most kinds of back surgery. Recline-O-Matic chairs also help prevent the recurrence of back problems because their unique, orthopedic design distributes body weight evenly and fully supports the back. In addition, the automatic lift and recline mechanism allows you to sit and stand without strain to the back. With a Recline-O-Matic, sitting will be as natural and as comfortable for you as it was before your injury. | |
| Blend outcomes by providing answers to common questions and addressing common concerns. | You'll be glad to know that because your doctor recommended a Recline-O-Matic, purchase and shipping costs may be fully or partially covered by your insurance program. Also, any portion of the cost of the chair not covered by insurance may be tax-deductible as a medical expense. | |
| Just because the chair is orthopedic, however, doesn't mean that it's not attractive. The Recline-O-Matic will blend with any decor, whether traditional or modern. It comes in seven colors and four fabrics. The enclosed brochure shows you the colors and fabrics available and gives you the details on our unique steel frame construction. | ||
| Clarify the price, methods of payment, and any special instructions. | As soon as you complete the enclosed order form, we'll begin constructing a chair to meet your needs. Because the cost of a custom-built Recline-O-Matic is $2500, please provide the appropriate credit card information or complete and return the financial statement and insurance forms provided. Shipping charges to East St. Louis will be $258. | |
| Restate the main reader benefit. | Just imagine how comfortable you will feel, Mr. Jackson, when you can sit naturally for watching television, reading, and conversing with friends. Whichever version of the chair you buy, you're sure to enjoy the uncompromising quality and comfort. | |
| Motivate by making the action seem as easy as possible. | Should you have any special requirements, have your doctor complete the Physician's Form. You can be enjoying the comfort of a Recline-O-Matic about six weeks after we receive your order. | |
| Sincerely, | ||
| James Morrison, President
enc |
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