How to write a Sales Letter Part 2

When was the last time you responded like this to a Sales Letter that gate-crashed its way onto your doormat? Get ready for a surprise. You might not love them, but the evidence is clear - Direct Mail Sales Letters are more effective than ever before.

Today I’ll show you the proof. Then we’ll look at a few easy tricks to give your sales letter a greater chance of success.

Three Hot Direct Mail Tips

Let’s kick off with a few stats from the Data & Marketing Association’s survey of 2019 –

• 42.2% of direct mail recipients either read or scan the mail they get.
• Direct mail requires 21% less cognitive effort to process than email.
• Direct mail recipients purchase 28% more items and spend 28% more money than people who don’t get that same piece of direct mail.
• Direct mail offers a 29% return on investment.
• 73% of UK consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.

Direct Mail works because businesses use it less

Isn't it perverse? There's strong evidence that Direct Mail works well because so many businesses think it doesn’t. The reduction in the piles of mail that hits doormats means that those that do land are getting all the attention.

OK, so, we can agree that Direct Mail still works. But - what approach will give you the greatest chance of success? Books galore have been written on this very topic. I’ve got three of them. But today, let’s just talk about three simple principles. Keep your sales letters –

• authentic
• to the point
• stuffed with benefits

1. Be authentic  

Opening

Open your Direct Mail letter with ‘Dear <name>’. Nothing new there - though it still needs saying. Of course, your readers aren’t stupid. They know you don’t know them personally. But somehow, just seeing their name in print still gives out a warm, fuzzy feeling. So far, so good. But what if you don't have your prospects' names. Don’t … please, just don’t … substitute

Dear Friend

Dear Customer

Dear Valued Client

Commit this sin and you'll seriously jeopardise our long, deep and meaningful friendship. If you don’t have a name, don’t worry - just go straight into the letter.

Closing

If you're just sending out a few letters, a couple of hundred maybe, sign them. Yep … you know – use one of those things called ‘pens’. Failing that, use a JPEG of your signature. But, as with your ‘opener’, please, please ... don’t close with the criminally lazy and impersonal ‘The Sales Team’.

Look who’s talking!

When did you last attend a networking event or make a sales pitch with a bag over your head?

It’s never worked for me.

Well, why should it be any different with your direct mail sales letter? Why not start your letter with a nice friendly photo? Your reader will be able to see who’s talking to them. They’re much more likely to warm to your message.

Take a look at the sample in point 2 below.

2. Get to the point

How often do you see this –

I’m thrilled/excited/delighted to announce .... ?

Think about it. Why should your reader give two hoots about how you’re feeling?

Your letter should be written to your reader, about your reader and for your reader.

It's not all about you.

Secondly - Don’t give your client a lecture about market conditions in their sector. They won’t thank you for it. In fact, don’t do anything except …

… get to the point.

Like this -

See? There’s no messing around, no pretence. Louise has gone straight into who she is and why she’s written to Sean. The tone is warm, authentic and direct.

3. Focus on the benefits

Don’t waste your prospect’s time by only listing the technical features of your products or services. I’ll let you into a secret. They're not really interested. Why would they be? Your prospects want to know one thing – What’s In It For Me?

So – just tell 'em. Imagine that, for every claim you make, your propsect replies to you with the question, 'So what? What's in it for me?'

Let’s say you’re promoting your amazing new Bison Vacuum Cleaner.

You might write like this -

It’s lightweight (only 11 lbs.)

So what? What’s in it for me? - You won’t strain your back carrying your Bison up and downstairs.

It has plenty of on-board accessories

So what? What’s in it for me? - You’ll save time. No more searching for the furniture brush.

It’s bagless

So what? What’s in it for me? - You’ll save money. No more bags to buy.

It has a 5-year warranty

So what? What’s in it for me? You’ll enjoy peace of mind. No worries if your Bison packs up.

And there you have it - three little tips that will make one big difference to the success of your direct mail sales letter.

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