Read any good direct mail letters lately? Considering the torrent of wordy, boring, clumsily constructed attempts at sales letters floating around, the odds are stacked squarely against it. For those who follow a few simple steps, however, a sales letter can be an extremely efficient tool for reaching and motivating a targeted group of current or prospective customers and generating more sales for your business.
Next time you need to draft a sales letter that gets read and acted on, follow the advice enclosed in these "secrets" of selling through direct mail.
Grab their attention right away. Much like the headline of an ad, the opening of your letter should be relevant, interesting and engaging enough to pull in your reader. Begin with a situation or problem that your reader will likely relate to and present it as simply and provocatively as possible. Opening lines with stopping power can come in many styles, from the "teaser" to the straight-talking problem-solver. A few examples:
- Tired of shoulda, coulda, woulda marketing results?
- When life hands you a lemon, make lemonade.
- In a year of diminished economic expectations, planning ahead for a profitable future is more critical than ever.
- Imagine how you could improve your cash flow if all your customers paid you within 24 hours.
- Have you ever stayed awake at night worrying about your investments?
Cut to the chase. You've heard those nasty rumors about people not reading as much as they used to? If you draft a sales pitch that wastes valuable time getting to the point, you've got as much chance of getting read as the 12-page owner's manual of a vacuum cleaner.
Your top priority in drafting a sales letter is to say what you need to say and say it quick. Your audience may not read all the way down to paragraph six to find out they can save hundreds of dollars by ordering within 30 days. Put the primary benefit -- the top reason they should do business with you right now -- in the first paragraph. You may not get a second chance to hook them.
Support your pitch with facts. Why should your prospective customers buy from you? They need reasons and they need them spelled out simply and clearly. As a general rule of thumb, the more facts you tell, the more you sell, and using a bulleted list is one of the most effective ways to spotlight key selling points. For example:
Our new vacuum cleaner . . .
- Cuts your cleaning time in half
- Steers effortlessly
- Stores in a small space
- Has a 10-year warranty
- Doesn't come with a 12-page owner's manual
Include a strong call to action. If your prospect puts down your letter before ordering, chances are you've lost them. Getting them to act immediately is critical. Provide a cut-off date or some imposed limitation to create some urgency to act promptly. If your prospect thinks he or she might miss out on a rare opportunity, they'll be more likely to respond. "Order now before the January 1 price increase . . . " can work well if it's a product of value with a believable deadline and rationale for ordering sooner rather than later.
Say "yes" to P.S. Once you've crafted a concise, compelling direct mail letter with no extra fat or puffery, you may be tempted to quit while you're ahead. But research shows that the familiar "P.S." at the close of a letter is read about three times as often as the body copy. So before you put your draft to bed, consider using the postcript to make your point one more time or add some additional incentive to spur your reader to respond.
For more ideas to drive sales, check out archives or visit Ambit Advertising and Public Relations.
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