Marketing by Letter Writing
A forgotten art? Some tips
There is a rule of Marketing which originated from a Dr. Jeffrey Lant known as the 'Rule of Seven' which infers that you need seven contacts in 18 months to make a sale to anyone who may be interested. Personally I think in today's crowded markets with the advances in media, ads, texts, nuisance e-mails (except mine of course!) leaflets and so-on, it is rather more than seven.
To make seven contacts, you could possibly consider writing a letter. Below are some simple tips to help you write such a letter.
- Research your recipient and use a name rather than 'Dear Sir or Madam' etc.
- Remember to keep a database (with due regard to the Data Protection Act of course).
If you need to tell them about what you do (a feature) then add the benefits of using your service. What makes you unique? - Add a p.s. - ps's catch the 'skim-readers'
- Make sure your envelope stands out from the crowd when your recipient picks up the pile. Either have them printed (a message on the flap is worth doing - remember how you would normally open an envelope! - from the back.) Or, very cheaply, buy some small coloured sticky labels - a couple of round dots will catch they eye brilliantly. Yours letter will be opened before others then.
- Format your letter well - make it visually attractive. Consider printing it on coloured paper - this is more noticeable than white.
- A picture paints a thousand words - include in the text a picture of your product if possible and use word-wrapping to make it look good.
A well written personal letter mass-produced using mail-merge is easily possible nowadays - go for it - give it a go.
