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Essay / Research Paper Abstract
This 13 page paper is an analysis of an effective sales letter. The paper looks at The techniques to capture the reader's attention, why there is there an effective opening, the central selling points, the use of logical and emotional appeal, the reader benefits, how the letter build interest. how is price handled, the way resistance is anticipated and how action is encouraged. The letter used is a direct mail letter trying to sell health insurance. The bibliography cites 1 source.
Page Count:
13 pages (~225 words per page)
File: TS14_TEsaleslet.rtf
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Unformatted sample text from the term paper:
or to find out more, depending on the product. The level of persuasion achieved will depend on a number factors, such as the ability to gain the attention of the
reader, to make the message relevant to encourage the reader to carry on reading which means this must appeal to their motivation and not cause any conflict. The reader will
want to know what is in it for them and if the offer is good they may also want to know why the offer is being made. We can
examine the way that persuasive communication takes place by looking at an example of a real sales letter. The letter used is a letter from a health insurance company in
the UK. The company wants to sell private health cover to supplement the National Health Service which exists. This is a general letter sent out to a mailing list
by a company called Pru Health. A. The techniques to capture the readers attention. The letter uses several tools to gain the readers attention. This includes the
words that are used and the way that they are presented in terms of size, colour and capital letters. The letter gains attention firstly by the use of a personal
address, but this is not sufficient. There has to be a reason to carry on reading, so this needs to be placed at the beginning of the letter. The attention
is gain with the words "private medical insurance that rewards you for staying healthy". This may not appear to be a large hook, but we have to consider who target
market are we can see how, although limited appeal, it will appeal. The target market are individuals who are less likely to need to make a claim, and as such
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