The sales letter is your companys introduction and we all know
how important first impressions are. Below are a few tips on how to
make the most of your first contact with your potential new
customer.
1. Grab the recipient’s attention straight
away. Start with a powerful heading – this could be:
- A succinct statement explaining why they should read on
(e.g. find out how to save your business thousands of pounds).
- A challenging question that will make them want to read
the rest of your letter for the answer.
2. Always lead with the benefits that the
prospective customer could enjoy, rather than the features
of our products or services. You can then go on to show
them how your products meet these needs later.
3. Try and explain how much better/easier/quicker/cheaper
it could be for the prospective customer if they do business
with you. If possible, give examples of how other companies
have benefited from being your customer (perhaps include
short testimonials).
4. Always try and write in language that
your potential customer will understand.
5. Create a reason for the reader to respond
to you quickly – an introductory offer incentive, or some
added benefit for those who respond by a certain date.
6. Provide as many ways as you can for
them to contact you – telephone, fax, post, e-mail. A prospect
is likely to try and contact you only once, so make sure
the details you provide are accurate and state clearly any
time restrictions (e.g. office closed at weekends).
7. Make it clear that you will be contacting
them in the near future to see if you can help them; don’t
rely on them to respond – they may simply forget. You can
structure your letter any way you wish, but if you’re new
to using direct mail, you may want to follow the broad layout
overleaf, after considering the above tips:
Need help with your direct marketing?
Call us on 028-30254700 to speak to one of our consultants who will be happy to discuss your requirements.
