Over the next month or so, I guarantee that you’ll have to put together some kind of correspondence to your clients, potential clients or colleagues. Business letters are a fact of everyone’s life. Some people choose to employ professionals to write letters on their behalf, while others muddle through themselves.
Every word that goes out on your letterhead says something about you and your company... so you must ensure that all correspondence (no matter how seemingly insignificant) creates the right impression. I also believe that every opportunity you have to speak to clients and/or potential clients should be viewed as a “sales” opportunity. Given this perspective, your letters must be as good at selling your products or services as you are!
Here are eight reasons why business letters should form an integral part of your ongoing sales process. Direct marketers have been advocating long-copy sales letters for decades, but for you and I the benefits can be gauged as follows:
1. sales letters are quick and easy to produce;
2. you can write powerful, professional sales letters yourself, once you know how;
3. in most instances, sales letters are cheaper than traditional forms of advertising – postage and stationery will be your biggest expense;
4. sales letters are highly targeted – especially if personally addressed to the recipient;
5. you can test the effectiveness of your letter (and offer) almost immediately;
6. sales letters afford greater flexibility if you need to change something that isn’t working;
7. your sales letter can include more information about your product or service than an advertisement – you’re not restricted by space;
8. it’s easy for the recipient of your letter to respond to your offer, particularly if you include specific response devices.
How to get dramatically improved results from your next mailout...
By simply adopting the same proven strategies that marketing professionals use successfully every day, you can effectively increase your response rates and overall sales performance from traditional business correspondence.
There’s no need to reinvent the wheel, this simple framework should provide the basis for a highly effective sales letter.
Step One – Establish your offer
Don’t simply send a letter for the hell of it... work out exactly what you want your letter to do for you.
Most of you will say that you want your letter to sell a particular product or service. This may seem like a fairly reasonable request, but remember that your letter is only a small part of your entire sales process. It should therefore be treated as such.
The purpose of your letter should be to move a prospect to the next stage of the sales process – this could be to receive a copy of a brochure, information kit or prospectus, make an appointment or to attend an information evening or seminar, for example. Establishing immediate and quantifiable goals means that you’ll be able to measure the effectiveness of your letter within days of mailing it.
Step Two – Get your reader’s attention with a powerful headline
Your headline is one of the most important elements of your letter. You have about 10 seconds to secure your reader’s attention and a bold statement proclaiming the clear benefits of your product or service is a great way to start.
There are many successful formulas for writing headlines, but here are a few of my favourites that have made the phone ring time and again;
• begin with the word “introducing” or “announcing”, giving your headline a news-like quality,
• tell a story in the first person – for example “Last month I...” or “How I saved...”,
• use the words “How to...”,
• offer benefits using facts and figures “Turn $100 into $5,000 in just three months”,
• use the word “FREE”.
Step Three – Problem/Solution
I generally dedicate the first paragraph of my letters to highlighting a particular problem and by the second, you can introduce your product or service to solve it.
This technique then effortlessly leads you into the body of your letter (and now you’re half way there).
Step Four – Here’s where you do your selling...
Use the body copy to describe your product or service. Don’t use technical language, but rather everyday language that a lay person will understand.
Importantly, highlight the benefits of your product or service to the reader.
Because your letter is only directly selling the next stage of the sales process, most of your efforts should focus on selling your offer – whether it’s a brochure/information kit, free consultation, seminar etc. Describe the offer in detail (“a free half-hour consultation valued at over $200”) and then point out how it will be of benefit to your reader (“At the seminar, you’ll learn simple strategies to lose weight and improve your health in just six weeks”).
According to Drayton Bird, one of the world’s foremost direct marketers, there are nine basic human motivations – to make money, save money, save time and effort, help our families, feel secure, impress others, gain pleasure, improve ourselves and belong to a group. Wherever possible, when focusing on the “benefits” of your product or service, try to appeal to as many of these motivations as you can.
Use real life examples to illustrate your argument and if appropriate, include a case study or testimonial.
Step Five – Call to action
Your last couple of paragraphs should be dedicated to calling your prospect to action. Basically tell them how to take advantage of your offer and go to the next level. In my experience you’ll get a better result if your readers are given a number of response options – such as telephone, fax, mail, email etc.
I recommend you include a response coupon that can be mailed or faxed back – you could even pre-print the recipient’s details in the appropriate fields.
Step Six – The importance of testing
Always measure the effectiveness of your letter and offer. This allows you to see how much “bang you’re getting for your buck” or in other words, what headline, offer, or body copy (or combination of these variables) works best.
By simply putting a code on your response coupons and/or asking those who telephone or email to quote a particular code from your letter, you’ll always know from exactly where your enquiries are coming.
Important management information such as your “cost per lead” and “cost per sale” can then be calculated to determine how effective your sales letter has been in aiding your overall sales performance.
Here’s another 14 ways to ensure your business letters kick butt...
1. Always write as if you were speaking face-to-face with the reader. Use the words you, your and even insert their first name throughout the letter – this is easy to do using a mail merge in Microsoft Word.
2. Where possible always address your letter specifically to the individual you’re targeting. For example, don’t put “Dear Resident” or “Dear Sir/Madam”. Take the time to mail merge and use the person’s name i.e. “Dear John”.
3. Use short sentences and short paragraphs to retain your reader’s interest.
4. Always use subheadings throughout your letter – this enables your reader to gain a brief understanding of the content at a glance. It also serves to consistently refocus their attention in preparation for the ensuing paragraphs of type.
5. Always use a serif font (eg Times, Palatino etc), ideally in 11 point and left justified.
6. Place your headline in larger, bolder type in between your salutation and first paragraph.
7. Don’t be afraid to write a several page letter – research indicates that long copy outsells short copy every time. If you use appropriate language and subheadings throughout, you’ll captivate you reader’s interest.
8. End each page with an incomplete sentence. This serves as a page “turning device” ... your reader will instinctively turn the page to continue reading.
9. Use a PS at the end of your letter – many people initially skim through a letter and read a PS first, so armed with this information use it to your advantage.
10. If possible take the time to individually sign each letter in blue ink – your reader will appreciate a personalised approach.
11. Use powerful, descriptive words to create mental images of your product or service and the potential benefits to the reader. I always have a thesaurus handy for when I get stuck.
12. Try sending your letter in a coloured envelope. If you have the budget, print a teaser or your headline on the envelope. This will make your letter stand out even before the reader has opened it.
13. Repeat your call to action several times – in a subheading, in the body text, in your PS and again on your response coupons. Also repeatedly tell your reader how to respond, i.e. coupon, telephone, fax etc.
14. Place a time or quantity limit or expiration date on your offer to encourage a prompt response.
Author information:
Louise Tiernan has been a consultant for the last decade, specialising in business planning, strategic marketing, short and long-term marketing planning, and sales process formulation and review for a diverse range of clientele. Louise has a strong background in franchise business operations, having assisted several Australian companies with franchise expansion both nationally and within the USA.
Prior to becoming a consultant, Louise was a director at London’s TNT Magazine.
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