The purpose of this cover letter is to persuade your prospective customer to read the accompanying catalog, brochure, or other sales literature. In effect, you are asking the prospective customer to take an active role in discovering what you offer.
1. Open the letter with a very light sales pitch. Describe the products or services featured in the accompanying catalog, brochure, or other sales literature.
- I was sorry to hear that you were not able to attend our demonstration last week. We gave a great presentation on the newest multimedia systems designed especially for corporations like yours.
- Here are our latest fall fashions in their entire splendor. We at the Doe's understand how difficult it is for today's business women to find the time to shop, so we decided to bring the selections right to your front door.
- Join us in the tropics! Doe Resorts cordially invites you to take a vacation and visit our luxurious accommodations in the Hawaiian Islands. See the brochures for itineraries and prices.
- Selecting a new computer system can be a difficult experience, if you don't buy it from a supplier who understands your business needs. That is why we offer our services to you. We have installed over two hundred new systems in businesses like yours over the past two years. The enclosed brochure will give you valuable details.
- We at the Doe Corporation have always taken great pride in our work. We guarantee that our hand-made products are the best quality you can buy at the lowest cost possible. Check out our new line of picture frames.
- We know you'll be delighted to know that our portrait prices have remained surprising low. We still offer the highest quality photos available and we still carry the guarantees to go with them.
- We are proud to present the newest additions to our gourmet cookware. As always, our pots, pans, and woks are rated among the most durable and practical in the nation. They feature a lovely porcelain enamel exterior and a nonstick interior.
- As our advertising world becomes more visually oriented, you can depend on Doe Copiers to do the job right. We were the first company to manufacture color copiers for the office, and we have been perfecting the process ever since.
- best quality you can buy at the lowest cost possible
- decided to bring the selections right to your front door
- designed especially for distribution through
- firm supplies products and programs that are designed for
- gave a great presentation on the newest
- guarantee that our hand-made products are
- guaranteed to please you and the many friends on your gift list
- have always taken great pride in our work
- have installed new systems to businesses like yours for
- have just presented a seminar on the subject of
- here are our latest fall fashions in all their splendor
- how much profit could be produced by renting
- hundreds of your fellow executives reviewed our
- invites you to take a vacation
- is proud to offer a unique selection of
- know you will be delighted to know that our
- might want to think about giving yourself some
- missed you at the recent conference
- probably don't even want to think about what the trip cost
- rated among the most durable and practical in the nation
- sorry to hear you were not able to attend our
- still offer the highest quality photos available
- still carry the guarantees to go with them
- visit our luxurious accommodations in
- why we offer our services to you
2. Tell your reader about the accompanying sales literature, and invite him or her to read it.
- Based on your past purchases from the Doe Corporation, we thought you would enjoy this catalog which features our exquisite ceramic figurines.
- Because you showed such interest in our graphic design services at the demonstration, I am sending you this pamphlet, which explains our services in greater detail. We hope you will review it and discuss the material with your associates.
- Enclosed is a brochure highlighting our spectacular Doe Resort in Hawaii. Spend your days exploring the islands, or simply relax at the beach or pool. Spend your nights sampling wonderful Hawaiian food, music, and culture.
- Please take some time to read the enclosed brochure and discuss its contents with your staff. You'll be glad you did. Inside you will find a complete description of our latest multimedia systems.
- The catalog you requested features our lovely lipsticks, eye shadows, blushes, and perfumes. Enjoy your shopping!
- I think you'll enjoy this pamphlet entitled "Where Do I Go from Here?" It lists the ten questions most people ask about financial transactions and gives useful tips on how to invest wisely.
- The accompanying brochure features all seven models and illustrates the professional color copying you can do right in your own office.
- This month's catalog gives an even wider selection than usual. You'll think that this issue was created just for you when you see all the utensils and cookware that will help you save time in the kitchen.
- based on your past purchases from
- did not want you to miss out on this important information
- each item is crafted from the finest materials available
- enclosed is a projection of the rental income you could
- enclosed is the catalog you have been waiting for
- exposing your students to the experience of selling products
- have enclosed a brochure that shows the types of programs that
- have enclosed a packet you would have received at our booth
- here it is! The catalog you have been waiting for
- hope you will review it and discuss the material with
- if you are not completely satisfied, return it for a full refund
- include a portion of the seminar text here
- it is my gift to you
- our old standbys, proven best sellers like
- please take some time to read the enclosed brochure
- programs that will generate funds for your
- programs have been successfully tested in over
- report presents techniques and therapeutic methods
- sending you this pamphlet that explains our services in
- the accompanying brochure features
- think you will agree that the numbers are extraordinary
- this month's catalog gives an even wider selection than usual
- will enhance the quality of life
- will give you the opportunity to review
- will discover the newest varieties of
- will find an unbeatable selection in
3. Explain how to order.
- When you decide what you want to order, detach the order card found on the last page of the catalog and mail it to us in the envelope provided.
- I will call next week to talk about which copier will suit your office needs best.
- If you wish to make reservations at our resort, call the toll free number below.
- We don't want you to miss your opportunity to make the investment of a lifetime. Read our pamphlet and call us at our toll free number to take advantage of this opportunity.
- When you have finished making your selections, turn to page 161 and fill out the attached order form. We eagerly anticipate your reply.
- If, after you have carefully read the brochure, you decide that you would like one of our representatives to visit your office for a free estimate, check the "yes" box on the pre-stamped reply card and drop it in the mail box.
- This may be your last chance to order our CDs at this price. Fill out the order blank and send it in today!
- To order, call our representatives at our toll free number during normal business hours and they will be happy to assist you.
- all orders over $50 are shipped free
- call our toll free number below
- call our representatives at our toll free number during
- check the "yes" box on the pre-stamped reply card and
- decide you would like one of our representatives to
- detach the order card found on
- discuss which copier will suit your needs best
- don't miss out on this limited offer
- eagerly anticipate your reply
- fill out the order blank and send it in today
- hope you will call or visit my office
- in 14 days we will deliver to you
- just fill in your seed selections on the order form on page
- mail it to us in the envelope provided
- please keep the enclosed rate sheet and our name and number handy
- simply complete the attached order blank
- to take advantage of this opportunity
- turn to page 91 and fill out the order form
- when you decide what you want to order
- will call in just a few days to arrange an appointment
- will call beforehand to see whether we can get together
- will be in your area next Tuesday
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