How to Write a Direct Mail Letter
Setting up a Sales Letter to get a response from prospects is not difficult. It has a certain structure that allows for an easy read for the recipient. You need to have it laid out for an easy scan and answer the basic questions of Who, What, When, Where, Why and How.
First, a sales letter should include your company logo, name, and address. Preferably, your logo should be at the top of the page. Name of company, your name and address is part of the salutation.
Many direct-mail pieces arrive without personalization. Instead, the letter begins with a generic introduction, such as “Dear Sir” or “Dear Madam.” If you are using a generic introduction, try to personalize as much as possible with greetings, such as “Dear Boston Resident” or “Dear Homeowner.” Get as specific as you can in the addressee. If you use a mailing list from a mailing list company, they can provide you with names and addresses and be able to print personalized letters for you..
Grab the reader’s attention in the first sentence. This is the most important part of the letter. Unless your first sentence is highly compelling, most readers will not continue reading the letter.
You want to focus on the benefits of your company in the body of the letter. Your company and expertise has many features that your customers will ask about, but it is the benefits that will sell them. A benefit is what your customer receives from you.
A testimonial can be used to add credibility to your company and your service. The most important aspect of the testimonial is the person who offers it. Make sure the person is someone the reader will respect.
Highlight key phrases and keep the reader’s attention. Some readers will skim through your letter and could miss the most important points. Stress benefits to keep the reader interested.
Call your readers to action. They need to feel like there is a very short period of time to respond or they will lose the offer. Make it easy for the readers to act by listing a toll-free order number or including a postage-paid reply card.