Dear Direct Marketer,
Would you like to make quick, personal contact with prospects that cuts through the overwhelming clutter of digital advertising? Try sending a traditional sales letter. Often overlooked in marketing plans, a simple letter can be the touchpoint that moves an individual from your prospect pool into the sales funnel.
Implement these 10 tips for crafting a winning sales letter…
- Be Super Personal — Of course personalizing the salutation is mandatory, but also make use of person’s first name, the company name, and other personalized content throughout the letter.
- Write Like You’re Sending a Letter to Friend — This helps you avoid a potentially robotic tone of business speak. (But do be professional!)
- Focus on the Reader — Address needs or empathize with problems that your reader may have and how your services can solve them.
- Use Company Letterhead — A simple #10 company envelope and stationery is all you need. The letter’s appearance as official communication leads to a high likelihood of getting opened and read.
- Post it with a Live Stamp — This helps avoid the perception that your letter is marketing mail. Or, consider a Picture Permit™ indicia (PPI) for added customization.
- Drop Your Business Card in the Envelope — People hold onto a business card more so than a letter and may use it to contact you when they recall how your services could be of use.
- Use Bullets, Italics, Underlines, and Bold Face Type — These techniques help lead the reader through the letter and call attention to useful facts and important benefits. Be selective with your choices, only emphasizing your most important points.
- Craft Short Paragraphs with Short Words and Sentences — Large blocks of type and long strings of lengthy words look like too much work to read. Write your letter, then go back and tighten it up.
- Make a Call to Action — Near the end of the letter, ask your readers (by name) to take the desired action and say why it will benefit them if they do.
- Offer a Friendly Sign-Off with a Postscript — Instead of the usual “Sincerely” or “Best Regards,” use a few words in closing like “Have a Great Day.” Below that include your signature, typed name and a Postscript. The P.S. is often the most read part of the letter, so be sure to use one that reiterates your primary benefit with a bonus for acting now.
The sales letter is an affordable way to introduce yourself and your company to new prospects. It can also be used to follow up a previous contact or reactivate a dormant lead. And it can serve as the perfect door opener for placing follow up phone calls.
Wishing you much success in your sales efforts,
🐾 Digi Dog
P.S. Sales letters can be so effective that you may soon require the services of a lettershop to handle the volume of your outgoing mail. If so, please give us a call.
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