Antique dealer promo letter and simple feedback sheet example
Antique dealers have both an advantage and a disadvantage in relation to other businesses.
They have to find specialist buyers and are specialist buyers themselves.
They have a different relationship with their customers, who can sometimes also be suppliers, if they're collectors. Any promotional materials sent to customers need to deal with the dual roles involved.
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Antique dealers need to create an information supply for their customers and themselves. The usual list is of collectors, other dealers, and specialist agencies, who also supply them with information. Some collectors are actually also antique dealers themselves, some work in specialist areas, and a very effective commercial network can be created.
The antique dealer's promotional letter is a true business letter, although it looks like an advertisement, in terms of content.
The dual role of buyer, as well as seller, is built into the letter, usually as part of the attached materials.
The example here is of a very basic letter. As you can see, this letter is designed to provide a lot of new information to the reader, without undue detail, but concentrating on important sales elements.
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Example:
Business letterhead
Addressee
Contacts
Dear Customer
An invitation to our special showing at our London store
British Antiques Ltd is pleased to announce the acquisition of a large range of new items for discerning antique connoisseurs. As a valued customer, you are invited to view these remarkable new acquisitions at our London store.
Among our recent acquisitions are:
Georgian furniture 52 pieces
Victorian jewelry 134 pieces
Tudor glassware 4 pieces
Queen Anne ceramics 24 pieces
Books- First Editions
Charles Dickens Jack London
Bernard Shaw Mark Twain
Aldous Huxley Liddell Hart
Robert Graves JFC Fuller
George Orwell Sartre
Musical instruments
Piano Steinway
Violin Maggini
We're sure you'll appreciate these pieces both as a connoisseur and as a patron of the arts.
Yours sincerely
Sign
Title
Date
Disclaimer
Please note:
- This text is intended for advisory and guideline purposes only.
- Any business letter can become a legal document, so check your content properly before issuing.
- Any executable or statutorily defined document should be checked for compliance with legal requirements, and you should seek legal advice regarding its contents.
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Business Letters 
