PlusOne – Marketing Musings

Even in the age of email and Twitter, the old fashioned sales letter still has a vital place in today’s marketing mix.

One reason why they remain a foundation marketing method is because they allow you to bypass spam and other noise. A well written letter can have a significant impact on opening up the sales process.

Here’s six, easy, yet powerful tips to help you to produce a tremendous sales.

One – Identify the objective of the letter? Think very clearly about what you want the letter to do.

Two – Get attention quickly. You have about 5 seconds to get the reader’s attention – to persuade him/her to read the rest of the letter. So use a strong headline to great effect.

Three – Make it easy to read. Use simple language, even if you are selling into a specialist market. Sub headings allow important points to stand out and allow the first 5 seconds visual scan of the letter by the reader to be reinforced.

Four – What benefits will the reader gain? Concentrate on benefits rather than features.

Five - Try to build a partnership between you and the reader: Talk in terms of the reader, not you.

Six – Tell the reader what you want them to do and make it easy . If you want them to read a brochure, fill out a coupon, tell them. If they need to send something back, provide a Post Reply mechanism. If you are going to phone them, tell them when they can expect your call.

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