So you’ve decided to do some direct marketing. Here is some useful advice for developing winning communications.
Define exactly who you are communicating with, what they’re interested in, what you need them to know, the problem you are solving and what you want them to do once they’ve read the letter. Think about what is important and interesting to the person receiving the letter – not what is important to you.
Even though you may be sending the same letter to a group of customers or prospects, write the letter to one person only, as if you are talking to them and in words that you would use in conversation. As a general guide, you should use language that will be understood by the average 12 year old.
Make sure you use the person’s name and address and spell it correctly! Use a strong headline that catches their attention. Then describe the problem or issue they are likely to have, offer your solution and give encouragement for them to act now. You can also include an attractive offer or incentive. Tell them what you want them to do and what they can expect next.
Personally sign the letter and include an interesting PS, as this is often one of the first things read. Now place it in a plain white envelope, hand addressed and with a stamp rather than having it franked.
Avoid letters being received on a Monday as people are often busy planning their weeks. Likewise avoid Friday as they are planning their weekends!
Always follow up your letter with a phone call, making sure you time it to suit the person you are trying to contact.
