1:31 PM
Lanee' Blunt
By Lanee' Blunt
A sales letter reads as if
you are speaking to a friend. Follow up your direct mail with a phone call. If
the sales message is what it should be a percentage of readers on your mailing
list will respond about the advertised product or service.
Writing direct mail requires
knowing your audience. A sales letter can be produced with a laser printer,
letterhead stationary, and a qualified mailing list.
AIDA
AIDA refers to Attention,
Interest, Desire, and Action, or the AIDA formula according to AIDA the copy
must first gain the prospect’s attention. Use a strong headline to get their
attention. After the reader’s attention
has been obtained it must be developed into interest of your product or
service. Create a desire for what you are selling by using testimonials,
photographs, or etc. Action must be demanded by the writer.
Benefits
Begin with a desirable
benefit and what the customer wants from your service that your competitor
cannot match. The sales letter’s focus will be on the benefits of the customer
and what the consumer wants. Try not to focus on your company and how great you
are, but focus on what your company does for the prospect. Does your product or
service save the consumer money? Improve productivity? Does your software solve
problems? Stress benefits in your letter.
Offer
An offer is what your
prospect will receive when he calls about your direct mail. Having an offer
gives the prospect a reason to respond to your direct mail. Use an active voice
when writing the offer. Offer a free no-obligation
consultation visit if your goal is to have a meeting with the prospect. Offer a
free sample, newsletter, or information package. Offer the prospect a free gift
if they call within a specific time frame.
Headlines
Use headlines in the sales
letter. Headlines are used to gain attention and for some people that will only
read just your headline. Brainstorm
different headlines before you begin and choose the one that fits what you are
selling. Questions may be used as a headline and often provokes the prospect to
think of an answer which will then keep them thinking about your letter. Open
the letter with a headline. The headline may be either flush left or centered
on the page. Drop down two lines and begin the copy.
Reference:
Entrepreneur: Get Your Copy
Write; Kim T. Gordon; 2008
Inc: Writing a Sales Letter;
Kimberly McCall; 2000
SBA: Marketing 201
Posted in: Direct mail
