Becoming Who You Want To Be

Sales letters should be part of your marketing arsenal. Whether you are sending them through the mail or by email, a strong sales letter can capture your readers attention and excite them about a new product or service. That is, if you write a results-driven letter. There are some things you should know about making this traditional marketing tool more effective.

Understand your audience. Use the proper voice and tone for your letter based on the group that you are sending it to. Use a formal tone for older groups and a more casual one for a younger audience. Always address it to a real recipient.

Your sales letter should not be to a general recipient. You should know your customer, address the letter by name and understand why they might want to buy from you. Tailor your offers for groups like recent college graduates, new home or car purchasers or seniors and tailor the letter accordingly.

Don’t beat around the bush. You only have seconds before they decide to read on or toss the letter. Let the reader know, quickly and clearly, why you are writing. You can supplement that in later paragraphs but by the second one, they should know what you are trying to convey. Be concise with sharp, crisp language.

Sell benefits, not features. Answer the “why” of purchasing a good or service, not a “what”. Point out what the customer gains by following up with you and potentially buying. It helps to understand who you are marketing to so you can point out what the benefits are to them specifically.

Set a deadline if possible. We all act more decisively when there is a timeline involved. A “respond by midnight for this special offer” prompt can generate more interest and faster turnaround time. Be reasonable in the deadline and make the offer worth their quick response.

Tell the reader what to do next by asking for what you want. Should they return a card in the mail, go to your Web site, call your office? Give them a few options and remember, a direct mailing piece is meant to pique interest-not make a sale. That’s the next step after they contact you.

Be sure to make the letter one page and easy to read. This involves using good graphic design, proper grammar and spelling, bullet points, blank (white space) and bold or italics for information you want to stand out. Readers have short attention spans and lots of competing information. Make your offer easy to read with emphasis on key points. Always end with that “call to action” (the next step you want them to take)!

With 30+ years consulting experience, Steven Schlagel provides training and coaching for startups, entrepreneurs and small business owners. Check his site for more articles to increase your success!