Tutorial for “Introduce a Product or Service”

Tips

This letter needs to communicate your product's or service's most appealing features in a short message. Use short, active sentences that are easy to read and remember. If you include a free sample or some literature, you may shorten your letter.

Steps

1. Begin with an attention-getting sentence that introduces the product or service.

Sentences

  • It's finally here! The Doe Electronics new Model DX-240 series receivers.
  • Would you switch coverage if you could get a better health plan and a better rate? Of course you would. Doe & Associates have a better health plan at a much better price than you are now paying.
  • The long-awaited event is here! At precisely 9:00 a.m. on August 31, the newest version of Doe Software will be available at your local computer store.
  • Was your car a different color when you first purchased it? Was it red, or dusty rose? White, or dusty gray? If you are unsure, Doe Detailing can help you remember.
  • Have you ever wished you could have a mural on that big, plain wall? If you have, Doe Creations can help.
  • Please accept a FREE issue of today's most provocative new magazine.

Phrases

  • a company you've come to rely on
  • a truly remarkable value
  • after the outstanding success of
  • an attractive addition to
  • can now cut your bill drastically
  • can forget worrying about
  • critics are raving about
  • for quality, you just can't beat
  • good service is essential to
  • happy to let you know that
  • has a special plan for
  • has expanded its line of services
  • has a better plan for
  • have expanded our services
  • have to see it to believe it
  • have you ever wished that
  • introduces a new line of
  • isn't it about time to
  • it's finally here
  • news to warm your
  • nobody beats our
  • take a good look at
  • the new models have arrived
  • will be thrilled to learn that

2. Explain how your product or service differs from other similar products or services.

Sentences

  • We are the only detailing service in the city to use a new, patented product called Doe Scrub. When you see what it does to your car, you won't believe your eyes!
  • What would you say about a magazine featuring essays by today's most important politicians? Or news from the top athletic trainers? Or life-style articles by the most up-to-date fitness experts?
  • We can save your company at least 15% on health care costs this year without giving up quality service. Plus, you can choose from a number of qualified doctors all over the state.
  • These receivers feature a new circuit board to bring you the clearest reception possible. And, the controls are designed to be modulated by feel, not sight. All this at a price that makes this our best offer ever!
  • We are the only company in the state to offer free consultation. No obligation whatsoever!
  • Our new VCRs include these convenient features:
    One-touch recording
    Program memory
    Jog shuttle
    Backup battery

Phrases

  • all at a price that
  • are the only company that
  • at the lowest price possible
  • at no additional cost
  • attached brochure describes
  • can guarantee that
  • can save your company
  • don't you hate it when
  • enclosed is a copy of
  • examine our competitive rates
  • gives you better performance than
  • have enclosed our catalog
  • includes these convenient features
  • independent research shows that
  • industry authorities say
  • is totally revolutionary
  • is more efficient than
  • is clearly the leader among
  • is designed to hold
  • makes good business sense to
  • our competition hates to hear the name of
  • our name means quality
  • pride ourselves on our
  • published studies show that
  • the only one to
  • this amazing value includes
  • to our knowledge, no other
  • totally new format
  • will save you at least
  • will reshape your opinion of
  • will change everything you ever thought about
  • will outperform any
  • won't believe your eyes
  • won't have to give up quality service for

3. Invite the reader to respond.

Sentences

  • We would love to hear from you! Fill out the enclosed questionnaire, and we will give you a breakdown showing how much we can save your business over the next six months.
  • If you would like a free in-house demonstration, call our office and set up a time. We will gladly show you this amazing new fax machine.
  • Act now and we will send you Doe Clinic's health guide, with no obligation whatsoever!
  • We want to hear from you! Call our toll-free number between 7:00 a.m. and 7:00 p.m. and tell us what you think.
  • So hurry and order your Doe printer today! Your dealer is taking orders now for the holidays. If you need the name of your nearest dealer or if you have any questions, give us a call at 555-5555.
  • We have included a brochure to answer your questions.
  • We will be in your neighborhood this week. Call us to set up an appointment, and we'll show you how you can save 20% on next year's heating bill.
  • We have included a free sample with this letter. That should be all the proof you need, but if you have questions, call us any time, day or night, at 555-5555.
  • See your local Doe Electronics dealer for a demonstration.
  • Return the enclosed card to receive a free video showing how our products compare with the competition's.

Phrases

  • act now, and we'll
  • and we'll throw in a
  • ask us about our
  • at a convenient time for you
  • at no additional cost
  • call us at
  • call our toll-free number
  • demonstrate this amazing
  • don't take our word for it
  • enclosed brochure explains
  • fill out the enclosed
  • for information on
  • for samples, just
  • have included a free sample
  • if you would like a free demonstration
  • if you'd like more information about
  • if you have any questions
  • just contact us at
  • just mark your choice
  • let us prove that
  • let us show you
  • no obligation whatsoever
  • return it now and receive
  • schedule a time when
  • see for yourself
  • see your local dealer
  • show you how much we can save you
  • so hurry and order your
  • special promotional offer
  • stop by our store at
  • take a closer look at
  • to see the new line of
  • to find out how
  • to see what we can work out
  • to find out about our new
  • truly remarkable value
  • will send you a free
  • will get started right away
  • will show you how much you can save
  • will be glad you did
  • will promptly mail you
  • will be in your area on
  • would be happy to
  • would love to hear from you

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