Writing a Direct Mail Letter That Sells

August 26, 2011 at 10:48 am Leave a comment

You can have the greatest offering, but if your letter just gets tossed out, your prospect will never know. I have received a lot of direct mail and mostly they have ended up in the trash. There have been a few that have prompted me to open them because they weren’t like every other piece of mail that arrives in my box. So before you even think about sending you letter out…think of how your envelope will be different. One direct mail piece that particularly stands out was a letter that I received in an envelope that had the whole end of the envelope torn away. Another thing that always peaks my interest is an envelope with my name and address hand written with no return address. Envelopes that look like they contain a greeting card are also very good attention grabbers.

Once you figured out how to grab the recipients’ attention before they have even opened up your direct mail letter, use these tips to write a good effective letter.

  • Use a targeted list
    I am a firm believer in targeted marketing. Make sure message is getting to the right group of people. If not, your just wasting time and money

  • Make it personal
    Always use the recipient’s first and last name on the envelope and use either Mr. or Ms. <<last name>> on the letter. Avoid job titles – i.e. DEAR BUSINESS DECISION MAKER. People tend to respond more to personalized communications. You can use mail merge in Microsoft Word to easily customize similar letters with the recipient’s name and/or address on them. Find out how

  • Keep it simple and under 1 page
    Most people scan their and don’t have the time or patience to comprehend big words.

  • Quickly get to the point

    If you can’t catch the reader’s attention your letter will be disregarded quickly. Use the first paragraph to quickly state why you are contacting them, what’s in it for them, and why they should respond today.

  • Write relevant content that the recipient cares about
    Always focus on the benefits of the product and not the features (learn more).Your focus is telling them what you can do for them, how they will benefit from your services, and why they should call TODAY. It is not necessary to give a long intro of your company and how great it is.

  • Have an offer and a call to action (with a time line)
    The recipient may be interested in what you have to offer, but if you don’t give them but if you give a real reason to contact you today, they may put your letter to the side for when they feel like calling you. By including a coupon, promotion, or discount if they respond by a certain date, you are encouraging the reader to take action and get in touch with you instead of vice versa.

  • Include all the ways to contact you
    Don’t forget to include an email address, phone number and a website address. Not everyone likes to pick up the phone for more information. E-mail and website form submits are more informal and may make the prospect feel more comfortable.

  • Include at least one P.S.
    Studies show that the P.S. is often one of the highest read sections of a direct mail letter. Include in this P.S. another compelling reason as to why they should contact you TODAY.

  • Get your letter proofread
    Ask someone with little or no knowledge of your business proofread your letter. This is the best way to get an honest opinion. The letter should flow smoothly from one topic to another, and leave the reader understanding what action they should take and why. Make sure there are no misspellings or grammatical errors to build credibility for yourself.

Direct mail requires persistence and trial-and-error, but with a little planning and hard work, you can get the results you desire.


Entry filed under: General Marketing, Office 2010, Sales Tools, Tips and Tricks. Tags: , , , .

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