Coastal Printing Inc Spring 09 Newsletter Newburyport and Salisbury

Formula for An Effective Sales Letter

Direct marketing; i.e., sending a sales letter by regular mail, can be an effective, inexpensive way to attract new customers. To be clear, much of what is yanked from any mailbox does not get read, so this brief article aims to ensure that it does get read, and more, has some lasting appeal that will create business awareness and maybe some sales. There are only a few essential attributes necessary on the part of your designated sales staff:

1. A general ability to write well - and use the "spell checker" on your computer
2. An ability to describe exactly what you are selling and concisely; i.e., the product or service being offered in a nutshell
3. Knowledge about your target audience; i.e., to whom are you selling: young, old, rich, poor, white collar professional, blue collar tradesman, etc.? Each has their unique perceptions of the world and a "language" that appeals to them
4. Willingness and time to follow up with at least a phone call within 2 weeks

First, discover the optimal letter recipient, inluding their full name and title. This would be the decision-maker where purchasing your product or service is concerned. Admittedly, we don't have this down to science. If your sales-pitch is to a business, even the most well intentioned information resource might be confused about colleagues' responsibilities (in the case of Coastal Printing, discovering the person responsible for printed matter often depends on which of our products we are offering). Success tends to be more predictable when inquiries include information from a couple of key personnel. Also, check their website for further contact verification.

Second, in order to be sure that your recipient opens the letter, hand write their address on a no-window envelope, preferably your company stock. Even if you prepare 100 letters, this measure alone will get it opened and allay wasted production time, postage and the confusion of the contact when you make that follow up call I mentioned above.

Third, address your contact politely. Unless you know that the recipient insists on using his/her first name, play it safe and traditional; Mr. or Ms., followed by an expression of interest in their business when that applies: "I have used Acme Buggy Cleaners for a decade. Your service has always been excellent. Thank you" or mention a respected mutual personal connection.

Next -and this is crucial if you want the reader to continue past this point- with some flair and excitement, explain WHAT you are offering and what added value it brings to them and/or their business. This is when the skills of reference above are most useful. Carefully construct a meaningful but concise message that appeals to its particular audience. Continue with additional information that elaborates on that offering only, preferably with VERY few sentences and several bullets.

Finally, wind it up with a recap on the service and value, and a "call to action"; e.g., "Please visit our website today and fill in the quote request form for a free quote within 48 hours. We have a free travel mug for you just for your consideration."

Be sure to make that follow up call! If it doesn't result in a sale at that moment, you have successfully drawn positive attention to your business for the future. Marketing is all about planting those seeds.

Please call me if you should need help with a sales letter project. I am pleased to review what you have written at no charge and provide feedback if you request it. ~ Isa