Analyzing the effective unsolicited sales letters you receive and you will notice they contain four interrelated parts:
- Gets the reader’s attention
- Creates interest and builds desire for the product
- Offers convincing proof
- Persuades the prospect to act
By integrating the four parts, translating them into foreign languages and maintaining the laws of cultural sensitivity, you should attract enough foreign consumers to make your letter or e-mail campaign successful.
Getting the Prospect’s Attention
Because many consumers throughout the world regard unsolicited sales letters and e-mail messages as junk mail, your first task is to get their attention. Chicago Chinese Translation Services workers often recommend the use a catchy phrase or slogan, a sample, sketches, attractive design—anything that will make readers take notice.
The Marketing Analysts Translation Services Company recommends that their clients get attention by including a teaser in the subject line or envelope. For example:
I GAVE AN ELDERLY WOMAN MY SOLEMN OATH TO SEND YOU THIS LETTER
Here is a chance to tell the white house exactly what you think
Be sure the opener is reasonable, culturally acceptable and relates directly to your product or service. Consumers are not fools. They reject overstatements such as “Amazing Power,” “absolutely,” “astounding,” “the best,” “without fail,” “fabulous,” “the greatest breakthrough,” “positively,” “tremendous savings.” Instead, stick to the advice of Atlanta Certified Translation workers of providing an honest description of the problem and its benefits. By avoiding misleading gimmicks, preposterous claims and overblown language, you increase your chances of success.
The following attention-getters do succeed. This article explains the Story Opening and later articles will include additional attention-getters that are geared toward non-English language speaking markets.
The mother of Tamara described, after they left Chile, the treatment her daughter received in police detention. “They undressed (her) and whipped her with a leather whip. They put her in a barrel with ice water and held her head under the water until she almost drowned. They threatened to rape her and whipped her again. This was repeated four times a day for four days.” At that time, Tamara was three years old. – (Amnesty International/USA)
On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both – as young college graduates are—were filled with ambitious dreams for the future. . . . But (twenty-five years later) there was a difference. One of the men was manager of a small department of a company. The other was its president. – (Wall Street Journal)