A sales letter (or email) is designed to entice a reader to become a customer of the writer. The most common approach to training writers to create a sales letter is called AIDA, standing for Attention Interest Desire Action It was developed by Elias St. Elmo Lewis based on his practical advertising experience in the US before the…
This post follows up on a couple of earlier ones about a letter soliciting sponsorships for an outdoor sign at The First Tee of Tuscaloosa. Pros don’t settle for platitudes about audience described the principled way in which we analyzed our audience. Pros plan message content strategically described how we developed the content for the first draft. This one describes…
A while back, I included a personal example of audience analysis. Thanks to Tom Orr for suggesting that I follow up by showing y’all the letter. I decided it might be helpful to share even more of the process — like how we developed the content for the first draft. So here goes. Purpose & Audience:…