Over the past few years there has been an undeniable increase in online marketing – promotions through websites, ads, E-newsletters, and so much more. With this, the debate about whether “traditional” marketing techniques, such as direct mail campaigns, were still needed. After all, marketing online has some great advantages over offline (i.e. lower costs to implement, easier to track ROI, etc.).
However, there is just something about a physical sales letter that adds a little extra something to the reader. A little more personal touch. It’s always nice to receive something in the mail other than bills, even if it is a company looking to touch base and increase certain revenues. By taking the time to craft a letter specific to a client’s needs, you show how you will work with them – by crafting solutions specific to their needs. But, writing a sales letter cannot be done “willy-nilly” so to speak. It takes thought and purpose!
What You Need to Remember When Developing a Sales Letter
1) Who is the specific letter going to?
- In other words, are you sending your letter to current clients, or potential ones? If current, you will be able to write the letter from a position of familiarity. Potential client letters will have a more introductory, yet still friendly tone, allowing them to gain an understanding of your business.
- What type of industry will the letter be going to? Sending a letter to numerous dental practices will most likely have a different tone than a letter going to trades companies.
- What is the typical position title of the individual the letter will be going to? Again, goes back to tone and how your address the needs concerning them.
- If writing to a couple different industries, write two different letters, each speaking directly to the individual reading the letter…in their own language. Do not use one letter for multiple industries!
- By answering the questions of WHO, you will be able to develop the letter in a way that truly addresses their specific needs.
2) Why are you writing the sales letter?
- Know what you are trying to accomplish with the sales letter (your true purpose). Writing a letter for the sake of writing a letter is just a waste of time, money and energy.
- Are you trying to promote a new service line, increase sales of another product, have a discontinued product sale, get a specific number of new clients? Knowing what the true purpose of your letter will guide the tone and, most importantly, FOCUS of the letter. With better FOCUS, your letter should have higher results.
3) What is your customer to expect next?
- Letters are great way to become a bit more personalized with your clients, but if they aren’t sure what the next steps are, then, much like a lack of purpose, the letter is pointless.
- Tell your client what is going to happen next with this interaction. Are you going to follow up with a phone call? Are they to go to a website or call you to inquire more about the letter topic?
- This all ties back to the purpose of your letter – whatever the purpose of the letter will guide the action of the next step.
While these points should be included in all your marketing campaigns, it is especially crucial in a sales letter, demonstrating that you have done your research on the company, industry, and person, as well as that you have the solution to helping their specific pain.
Time to plan your next campaign – and send it through the mail!