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Sales and promotional letters are used by salespeople to set up or confirm appointments, announce sales promotions, congratulate salespeople on their successes and introduce new salespeople to their clients. The letter itself is a sales tool. These letters are often more creative in content and composition than other kinds of letters.

1.  The first part of the letter states your purpose. Sepending on the reason for writing the letter, this may vary from requesting an appointment to introducing a new salesperson. Your purpose is to stimulate the reader’s interest. Identify the benefit to your recipient.

2.  The second part of the letter gives details or background information. This is the persuasive part of the letter. If you are making a request, then this part would give the reason for the request. For example, in a request for an appointment, the second part would set up the time for the appointment, provide the telephone number where you can be reached and state the location of the appointment. If you are introducing a new salesperson, this part would give his background.

3. The last part of the letter acts as a statement of desired action and as a summary reminding the recipient of
the letter’s general nature. In many sales and promotional letters, this is a thank you; in others, it is a restatement of what has been said previously. It may also be used to summarize the details of an appointment. Many sales letters include a handwritten postscript to emphasize urgency or a benefit.

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