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Nobody is interested in you or your product

9/7/2013

2 Comments

 
To achieve sales businesses spend large amounts of money on direct communications - either sales letters or emails with the same purpose in mind. Most of the money spent is wasted because it is not targeted but when the right prospect is reached the communication is often binned or clicked into oblivion with that handy ‘delete’ button - before being read in its entirety.

I have had success in marketing using direct mail of the ‘snail mail’ variety. I think that the ‘merged’ letter where the person is named in the address section and the salutation is worth the effort. Don’t get familiar with prospects you have not met – stick to Mr, Mrs, Miss, Ms. You should also sign each letter with an ink that is a different colour to the body text.

Using direct mail is costly but I believe 1,000 letters will be more effective than 100,000 emails in achieving sales.

If your letter does need to run to a second page then ensure that the first page ends with a ‘hot break’, that is, the last sentence on the page should run on to the second page. And the first part of the sentence should be engaging enough to make the reader turn to the second page.

Another critical aspect of the sales letter is the sequence of the information provided in the letter. I have found the sequence below to be effective.

1.      Problem Statement

Nobody is interested in you or what you have to offer. Yet many sales letter start off by telling how great the product and the company is.

The first two sentences should encapsulate problems/challenges (that you want them to pay you to solve) typically experienced by potential clients. This will show the client that you know and understand their business/industry.

The rest of the (short) first paragraph should enlarge on the first two sentences.

2.      Solution

This is not what you can do for them but rather what needs to be done.

3.      Credentials

Briefly how you have achieved solutions for past and existing clients. Name a few but leave out direct competitors of the prospect.

4.      Request order/contact

 

While some products may be ordered on the strength of the letter in most cases where large amounts of money are involved a follow up sales call is often needed.

Your contact details will be on your letterhead but it is useful to give contact details in the final paragraph.

Hint: A sales letter should not contain the words; passionate, excellence, partner (as in ‘we want to partner with you’) and definitely not awesome or amazing.

2 Comments
Sannah link
19/9/2013 10:54:41 am

Interesting blog. I agree, overly descriptive words sound inauthentic; but don't letters also get binned.

Reply
Moono Hatoongo
21/7/2014 08:08:45 am

Blog rings true...was sending a sales email just before I read this...felt like taking it back...

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    Mel Brooks

    I demystify financials for groups of managers across all of Africa

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