Sales Letters Can Increase Catalog Sales[/title]

Direct marketers who send out catalogs can increase sales by including a sales letter with the catalog mailing. The sales letter need not be lengthy; its purpose is to ''sell'' the catalog. The letter serves as the personal part of the catalog and is a personal communication from the direct mailer to the customer. The letter conditions readers and helps them obtain maximum use of the catalog. Sales letters can be used with industrial sales catalogs, as well as with consumers. Further, industrial sales can be spurred and the catalogs can continue to work long after they are mailed using a follow-up series of letters. Most industrial buyers need reminders to use catalogs. Sales letters can be used to boost catalog sales in such ways as: 1. announcing a catalog supplement, 2. offering to replace lost catalogs, 3. plugging a single product, and 4. offering a toll-free ordering number. With some adaptation, sales letters to industrial buyers can also apply to consumers.

Full text: Direct Marketing, Dec 1982
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