Effective marketing letters quickly address readers' issues and challenges.
Companies must market to not only potential clients, but also build relationships with their existing customer base. Although trade shows, partner referrals and cold-calling are common strategies for prospecting, sending an effective client letter helps break through the marketing clutter. Whether attached to a survey, newsletter or brochure, marketing letters personalize sales pitches and engage your target audience. Marketing letters can be sent online or through postal mail depending on the marketing campaign and target audience.
Instructions
1. Write a compelling headline or email subject line. Use this as an opportunity to introduce your campaign's incentive, which encourages the reader to participate or respond. Consider your target audience. Ask what members would want to read in a marketing or sales pitch. Avoid using business jargon or marketing language not comprehensible to the average reader.
2. Address the letter to an actual individual. In the heading, include the customer or potential target's full name and office or home address. Use the standard salutation with the customer's proper name.
3. Spell out the reward, benefit, product or solution. Communicate the reader's challenge in the first paragraph and highlight how your company can resolve the reader's problem. Show that you specialize in the reader's sector and that your company understands her business challenges. Cite a specific issue, trend, news article or report. Explain the initiative (for example, a 20 percent off coupon).
4. List your company's credentials and purpose. Establish credibility by talking about your products and services, and what you have to offer as a firm. Distinguish yourself from your competitors by stating your unique selling point and why your company is different from the rest. Offer best practices or tips that the reader can immediately use or implement after reading the letter.
5. Include contact information such as your office phone number, website and email address. Write how and when readers can collect their incentive after participating in the initiative described in the letter.
6. Check your letter for misspellings or errors. Share the letter with other marketing colleagues for further proofreading, edits and comments. Get your supervisor or project leader to review and approve it before sending it out to customers and targets.
Tags: your company, target audience, your target, your target audience