Get Their Attention
The first couple of sentences should gain the attention of your reader and make them want to read the letter. Write a headline. Think about the newspaper and how the headlines grab the reader’s attention. Some people will read only a headline so use that time to gain the interest of your prospects.
The opening of the letter should be direct and may be only a short paragraph. You may stress a selling point in the opening, or ask a question.
The Marketing Letter Must Focus on the Audience
What is the prospect’s problem, and how can your consulting firm help them? Your marketing letter will tell the reader the benefits of using your business. This will help you write a tight well targeted letter.
Think About What You Want the Letter to Accomplish
If you have defined exactly what you want your prospect to do after they have read your letter? Would you like your prospect to ask for information? Suggest that they send for your information package. You may want to give the prospect a home visit if this is the case; you can suggest that you’ll call them to set up an appointment.
Ask for Action
You must have a call to action just like how it should be done in chiropractic marketing. This will tell the reader to pick up the phone and call now. If the product is sold by mail ask them to send for more information. Make your prospect take action and make it easy for them to do so.
“Direct mail works best for businesses offering a tangible product or service. If your business has neither, try to have a call to action by offering something free such as a booklet or consultation so that you can get a response to your mail piece,” according to Ian B. Rosengarten’s book, How to Market Your Business, (Sourcebooks, 1993).
Make sure that you give them complete information on how to contact you again, with a company name, address, and phone number. If you want the reader to send for more information include a reply card, or if you have a toll-free telephone number highlight the number that you want them to call.
Make sure that your sales letter has a strong selling message. The letter should be easy to read and friendly.