Just think of all of the direct mail sales letters that you have ever received, and how you responded to them. A simple thing to remember, one might think, except that you probably don’t, because for all of the direct mail sales letters that reached you as a business owner, hardly any of them have probably registered with you in any way.
All too often, direct mail sales letters are such deadening things to read. The headline is dull and imparts nothing that you actually care about, the author is too busy talking about himself and his own company to so much as vaguely signal why you should care, and there’s industry terminology that you just don’t understand, and that therefore increases the distance between you and them.
That is not to suggest, however, that all is lost. Make a much bigger impact with your own direct mail marketing campaign when you next order letterhead printing, by paying close attention to our tips.
Be clear, concise and to the point
Once the recipient opens your direct mail, you have seconds – at most – in which to grab their attention. So, your message needs to immediately match their needs, and it needs to be direct. Don’t be general and hazy in your first few lines – that’s a sure way to lose the reader. Just, above all else, make your point. That’s absolutely critical.
Remember that the prospective buyer isn’t so interested in features, as they are about benefits. As a business owner, you’ll probably be desperate to give a long list of features, but your opposite number will want to know that your product saves them time and money and boosts their productivity. Once you’ve made that absolutely clear in your direct mail sales letter, you can proceed to explain precisely how your product accomplishes it.
Communicate on your target customer’s level
You don’t want to be condescending to your reader, but you’ll still want to be authoritative, while communicating firmly on their level. By this, we mean that you should avoid big, technical and/or industry-specific words. Most people learned English up to secondary school level, so write with that in mind, simplifying your language at every opportunity.
You can increase the sense of being on the customer’s level by adopting a personal, conversational tone. Write as if you’re talking, giving the reader the feeling that they are being persuaded by another blinking and breathing human being – rather than reading the Yellow Pages. But in the process, break up your text with bullet points, short paragraphs and/or numbered lists. You’ll want to give your reader a chance to breathe, and in any case, there are few things as dull or as intimidating as several large blocks of text.
Join us again on the blog for further advice on how you can write a truly effective direct sales letter for your next letterhead printing campaign.