Letter writing tips for a direct mail marketing campaign
By: Mark HaslanApril 8th, 2010
A direct mail marketing campaign is made up of many different elements. Everything from colors and images to brochures and envelopes must be carefully thought out. Many times, though, a business owner will spend so much time making the campaign look attractive, that they may forget about the most important part: the actual letter. A recent article on Entrepreneur.com addressed this issue, offering small business owners a lot of advice for their direct mail marketing campaigns.
Write the letter from the customer’s perspective and try to address their needs. If a customer is not clear as to what the product offers them, they are not going to spend the money to buy it. It is a business owner’s job to make the customer see why a product would be valuable to them.
The average person gets bombarded with hundreds of ads a day, and are quite adept at blocking unwanted messages. Therefore, the sales letter should be organized and spaced well. Briefly introduce the company, then jump into the pitch, and end with a call to action. The letter should be written in a conversational tone. That means keeping sentences and paragraphs short, avoiding jargon as much as possible. After the letter has been written, go over it with a fine-toothed comb, fixing typos and grammar mistakes. Any typos or grammatical errors will call a companies professionalism into question. Offer special promotions to encourage the call to action at the end of the letter.
Finally, the pitch should also capture and keep the readers attention. Do this by introducing interesting information and speaking in an active voice. Headlines, different fonts and and different colors, can be utilized to draw the readers attention to various parts of the pitch, keeping them involved. Including a handwritten note and signature at the bottom of a letter can also add a personal touch to the pitch.
Only once the sales letter is finished should a small business owner shift their focus to the rest of the package. An article on eHow recently recommended that marketers should observe color theory when designing their direct mail marketing package.
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