So now that we have discussed headlines, communication and writing it is time to look at how to create direct mail letters that sell. Many marketers feel that letters no longer work, that is just not true. You need to write a good letter, when you do they work well to generate sales. So how do you create a good letter?
As you get ready to write your letter, sit down and review all the literature you have and any direct mail pieces you have used in the past. Gather as many facts as possible because they help you sell. Then make a list of all the benefits of your product or service, any differences between you and your competitors and problems you can solve for customers. Think from the perspective of prospects and customers about your product or service, who would you be if you bought it? What will they want? Finally you must figure out what the objective is for your letter. Is it to sell, qualify, and generate interest or something else?
Now you are ready to start. There are many ways to get started, but it is a good idea on your first pass to write more copy than you will need for the letter. It will make it easier as you rewrite to pick and choose the best of the best to use in your final version. Keep in mind as you write that your letters need to be personalized. Include as much personalization as you possibly can within the body copy. The letter should look and feel as personal as possible.
Now, let’s look at what you need to include in your letter to really make it great. The most important sentence in your whole letter is the first one. This is where people decide if they will continue to read or throw it away. The next most important one is the PS line. Both need to grab attention and entice the reader to learn more. Your prospects and customers like to read stories. They can relate to them easily and they resonate with them. So, make sure your letter includes a compelling story.
Your letter copy must solve a problem that your prospects or customers are having. When you do, you will get the sale. Make sure you include the most important benefits that they will get by using your product or service. The entire letter needs to revolve around them. You can also include some flattery so that they feel special. Finally, you must include an offer that is attractive to them. Be concise and direct in your offer. Do not leave anything up to interpretation; a fuzzy offer does not sell. Have you had a letter that worked really well. We would love to hear about it.
Need help writing your letter? Call us in San Diego at (619) 448-6111 or email email@example.com. We are glad to help!
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