Advantages of a Marketing Letter for Consultants

Consultants shy away from using marketing letters because they don’t understand how it can work for their particular business.  

By Lanee' Blunt

Marketing letters are effective in getting sales leads and can help you market your service with direct mail. Most consultants that use direct mail write a letter that is too technical, and that speaks over their prospects head. Direct mail is not just for large corporations, if it is written correctly, it will be to your advantage to use. It will help you get more prospects. Actually the sales letter is ideal for the consultant because it can completely give the benefits of using your service.

A great benefit of using a sales letter is that it can be tested to see how well it will do. Before you invest your time and your money in a direct mail program you should test your sales letter.  You have to know if the letter will pull a response.  You can use a small sample of one hundred letters, mail them and test your response.  If the letter is not strong enough and you receive no response then you must revise your letter.

It depends on how many letters you are planning to send, and where you plan to get your mailing list from. If you are not planning to purchase a mailing list or rent one you can mail a package for only the cost of envelopes, paper, and postage.

Low Competition
Your competition may be low and you may be the only consultant that is sending sales letter.  Make your letter strong.

They are good at keeping your name in front of prospects so when they are ready to buy they might call your company.  They are effective in helping to keep in touch with former customers.  You can obtain better qualified leads and when someone sends you a reply form back they will be expecting you to call them.

Response Rate
You can determine the result of your direct mail after you send out the package.  According to C.A. Nolan and R.F. Warmke’s book, Marketing Sales Promotion and Advertising, “Large business organizations make every attempt to predetermine the market before a sales letter campaign is started.” After you have tested the sample your response rate should be the same every time you send the direct mail. Lead generating direct get results. Each time you send it out you can expect the package to pull in the same amount of leads.


C.A. Nolan and R.F. Warmke; Marketing Sales Promotion and Advertising; South-Western


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