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Posted 09 August 2005 - 01:21 PM
We are now trying to come up with appropriate text so we don't sound like, well you know. What I need to find are examples or someone who could help with this. Hopefully we can get this out within a day or two. We have people ready to stuff envelopes
Any help appreciated.
Posted 09 August 2005 - 02:05 PM
But you want to avoid the use of superlatives, promises of any sort of rewards, claiming that they somehow opted into your list, etc. Spammers go out of their way to proclaim their legitimacy.
As far as letters go, a single letter is highly unlikely to produce results. Experienced professionals say it normally takes a campaign of 4-6 letters sent out to the same people to get real results.
But you want to be positive, upbeat, and assume (in your writing) that the person receiving the letter wants to read about how your company can help them. You need to focus the letter on the reader, not on yourself. Most people kill themselves by talking about themselves and their services (I write sales letters every week, for what it's worth, so I have some experience in this kind of work).
I recommend no more than 3-4 paragraphs. Your first paragraph should talk about the prospect and the situation they have that you are proposing you can help them with.
Your second paragraph should introduce your company and its services.
Your third paragraph should tie everything together or propose a call to action.
If you go with the fourth paragraph, that is where you put the call to action (call us, or expect us to call you, etc.).
It is helpful to use bullet points for your second paragraph (or in conjunction with your second paragraph). Pick the 3 or 4 most important services you can offer. Do NOT suggest you are better than anyone else, that you are less expensive than anyone else, etc. In other words, do not compare yourself to your competition.
Finally, suggest how your prospect's bottom line will benefit from doing business with you indirectly. Don't just say, "We'll save you money."
Posted 09 August 2005 - 03:09 PM
I don't know (actually I do) if we'll save them money and I would not compare ourselves to other companies. We all have our good points and bad. We want to focus on one line of product specifically even though it is available in various sizes and materials. I would like to leave them the option to receive samples but only if it is not too tacky to do so.
Hey qwerty you can chime in any time as I see it being your fault we're doing so darned well!
Posted 09 August 2005 - 05:01 PM
They emphasize a few common points:
1) The purpose of your letter is to get the appointment, not make the sale
2) The higher up the ladder you go, the more specific you need to be about the benefits your prospect will realize
3) The letter needs to be about THEM and their needs, not you
4) Short is good, shorter is better, short and informative is best
After that, you have to glean bits and pieces from each industry, each expert's personal experience, and the type of letter promotion you are attempting (there is no one size fits all strategy).
Some mass marketing mailers say you need to underline key points, use headings, and write letters at least 3-4 pages long. I have no idea of who reads that stuff, as I immediately throw it out when I get it. But then, I don't make my living by doing mass mailings.
Posted 10 August 2005 - 10:11 AM
All the best,
Posted 10 August 2005 - 11:20 AM
I've gotten enough response on very targeted letter writing that my company has asked me to write a letter pitching a new product to existing customers. I just got off the phone a while ago with another company (prospect) that wants info on the new product, so I'll get to develop a prototype for the pitch letter this afternoon.
I agree that testing on a small number of prospects first is the way to go. I've been refining what I say in these letters as I've had to send them out. I don't do mass mailings, though, so the very targeted, specific letters I write may not be suitable examples for the kind of mass pitching you are looking at.
Posted 10 August 2005 - 05:43 PM
This was definately a learning experience and we hope it works out well for us. Now, we had better stock the shelves. Let's hope we're onto something here.
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