An effective marketing letter is one that compels the reader to take action by visiting your website. In this article we are going to discuss how to construct an effective marketing letter, the sort of things it should say, why it should say them, and how we hope it will bring about the end action we are seeking; compelling the reader to visit your website to find out more. The keyword in that last sentence is COMPELLING!
However, it is time to get realistic. It is very unlikely that one marketing letter is actually going to be all that it takes to convince somebody to go and buy a product or service from your website without any further prompting. It can, and sometimes does happen, but that is in the minority. Nine times out of ten, the initial marketing letter is more to do with creating awareness; opening a door, or at least leaving the door ajar for further communication.
What you are doing in effect, is building a mini campaign. Nobody likes to feel that they are being bulldozed into doing anything. It’s rather like going to into a shop, or wandering onto a used car lot, and a sales person descending on you immediately with the immortal words: “Can I be of assistance?” which occasions the immortal reply: “No thanks I’m just looking”.
The thing is, that the damage has already been done. Straight away you feel under pressure, and nine times out of ten you will leave quickly as you feel uncomfortable, whereas left to your own devices, you might have tarried a little bit longer and taken an interest in something.
Well it’s exactly the same with the first marketing letter. Bear in mind that whoever the recipient is, you have never met each other. Your letter or email (if you do email marketing), is like cold calling or walking into that shop/used car lot. It’s not the time to try and seal a deal, merely to leave them well enough alone and to try to pique the recipient’s interest by letting your marketing letter do its job.
This being the case, the content of the letter is critical. The wrong tone will just get it deleted, whereas the right tone will piques that interest we are talking about, and having piqued that interest, we then need to move on to a call to action, albeit, a gentle one.
Let’s take a quick look at the content of an effective marketing letter just to point you in the right direction. The first thing that you must have is an attention grabbing headline; something that will catch the reader’s eye, give them pause for thought, and get that little pique of interest that we keep on referring to.
Next, your sales letter needs a great intro; something that leads straight on from the attention grabbing headline, continues the excitement and interest, and outlines what it is they are going to read about in the main body of the letter/email.
Avoid making silly claims. If you exaggerate too much, and go over the top it just won’t be believable and will simply get deleted or binned. Remember to credit your audience with being intelligent and review your content with that in mind. Make it interesting and informative and try to pique that interest a little but further.
The last thing that an effective marketing letter cannot be without is a final call to action. You’re not trying to seal a deal at this stage so, no: “Buy one now” type remarks; they simply won’t work 99% of the time. A simple: “Visit our website to find out more”, is sufficient; just make sure that the landing page carries straight on from the marketing letter so it’s like a natural progression. Good luck!
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