How to do direct mail part 3: letter

it is good.

You have collected your list and you know what you are offering.

How to do?

Now you are writing.

do not worry. This won't be too bad, even if you are not a writer - even if you hate writing.

This will be the beginning of your first sentence:

"I am writing to you today..."

Tell them why you are writing to them. Do you have a discount? tell them. do not waste time. Come out. Why are you writing to them?

Now, take a few words to tell them why they care. Why is your sale worth the time? Is this an annual sale? Going out for sale?

Do you allow them to access your newsletter for free? Why are they reading?

If you can't figure out why they care, you should go back to the drawing board and find a new quote.

and so. You tell them why you are writing. You have told them what is in them.

Now tell them what you want from them.

Do you want them to stop at your store? Give you a call? Register on your website? Whatever it is, tell them what you want them to do:

"Don't wait! Call me today [xxx]xxx-xxxx]"

"Mark your calendar. Come to our store on Saturday, March 10th to save a lot of money..."

"Please visit us online at ww.widget.whatever and register for our newsletter now."

Whatever you want them to do, be as clear as possible and clearly list the steps they should follow.

Don't say "call me an appointment".

On the contrary: "Call me today [XXX] XXX-XXXX to arrange a free consultation."

The last thing you want is that your readers want to figure out how to do what you want them to do. If they should call you, make sure you give them the number they should use, just in the letter.

If you want them to stop at your office or store, please give them an address [and any useful landmarks that will help them find you more easily.]

Thanks for their time now and end your letter.

Only the next step is left:

PS

"Do I have to have PS?"

Yes, why does your letter need PS?

Studies have shown that many people first read the PS of a letter to see if it is worth the time. Studies have also shown that some people only read PS if you don't touch them.

So what did you put in the PS?

You repeat your proposal.

"PS find out how much I can save! Call me today, free consultation! [XXX]XXX-XXXX."

Almost like this. You have now written all the important parts of the letter you wrote.

Don't worry about it being too long or too short. Your letter should be necessary. Don't slice just to fit a single page!

The last thing:

Be sure to easily display your contact information in the letter!

Believe it or not, I have read the mail, encourage customers to come to the store, no address! I have read the letters that say "Call me today!". Then forget to include the phone number...

How wasteful.

Don't do that. Develop the habit of having contact information in every communication sent to the customer.

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Orignal From: How to do direct mail part 3: letter