Harness the Power of the Written Word
Considering using direct mail to generate some hot leads and fill your pipeline? Here are some suggestions for writing a sales letter that keeps the telephone ringing.
Humanize your letter. Write it so that it sounds like you are having a one-on-one conversation with the prospect.
Use a personalized salutation. With all the sophisticated software on the market, there is no reason why you can’t address a letter to an actual person, not a position. It may cost you a few pennies more per letter, but it is worth it.
Keep in mind the “Attention, Interest, Desire and Action” formula in writing your letter:
Attention: Use a strong opening statement or headline to capture readers’ attention. Develop a hook that grabs readers and prompts them to continue to read.
Interest: Expand on the benefits promised in the headline. Let prospective customers know why buying from you is in their best interest. Include testimonials from satisfied customers.
Desire: Appeal to readers’ emotions and their favorite radio station, “WIIFM” – What’s in it for me? Keep in mind that desire is an emotion.
Action: Create a sense or urgency in your letter and ask for action. Tell readers what is expected of them. For example, you can ask prospects to fax the letter back to you with a time and a date that is convenient for you to call. If you’re presenting a special a special offer, set a time limit for 3response. The idea is to say, “Do it NOW.”
Include a P.S. People often read the end of a letter first (to see who sent it), so a P.S. can help catch their attention.