Sending out a sales letter to existing and prospective clients can be one of the most powerful marketing tools in your arsenal. Along with brochures and postcards, direct mail sales letters can win over customers and convince them to try your products. Many sales letters are just one page, but if you have a lot to say, by all means make your letter two or three pages.
Your commercial printer is a one-stop shop for composing, printing and mailing your sales letter to a targeted audience. Here are some tips mailing out an effective sales letter:
1. Start with an Attention-Grabbing Headline
A good headline will entice the reader to actually look at the rest of the sales letter. Do not just state a fact; talk to your customer. For example, if you offer plumbing services, do not say “We Are the Best.” Instead, focus on what you will do for your customer with a headline such as “Leave the Plumbing to Us.” You can place the headline above the greeting to make sure it gets attention.
2. Explain your Offer
This is where you explain the features of your products or services with brief, concise copy using bulleted points when appropriate. Make sure to include enough detail to explain how your products will benefit the consumer. Reinforce your brand message by differentiating your company from the competition.
3. Include Testimonials
These days testimonials are expected as proof, so include two or three strong tributes from satisfied customers that state how wonderful your products are, how customer service-oriented your business is, and how you beat the out other companies in terms of price, value, timely delivery and quality.
4. Call to Action
Include a strong call to action by encouraging your customer with a special offer. Make sure to include a time limit so the prospect will act quickly. Your call to action may be an invitation to visit your store, order online, or call your company. You can offer a free estimate, a gift, a discount or a complimentary consultation to further persuade the customer.
5. Target your Audience
Now that you have written an enticing sales letter, you have to send it out to the right people. Determine your target audience – that is, the people who would be most likely to buy your products and services. You may want to target demographics like a geographic area, baby boomers, parents, luxury buyers, Millennials, etc. Of course, it makes sense to add your own list of prior customers. Your commercial printer can furnish you with a targeted list, address your envelopes and mail out your sales letters directly to your prospects.
6. Individualize your Mailing
You can further target your audience by personalizing your sales letter with an individual salutation to increase your response rate. Instead of writing a general acknowledgement like “Greetings,” you can address the prospect by name for a more direct approach. You can also consider writing multiple versions of your sales letter to target varying segments of the market. Your products and services may have different benefits for different groups.
7. Make it Easy to Order
Be sure to include an order form and contact information such as your phone number, fax, email and website URL so the prospect will find it convenient find out more about your products and services and place an order with you right now.
8. Follow Up
After composing a good sales letter, have it printed professionally and mail it to your target audience. It is a good idea to follow up with a repeat mailing in a couple of weeks to capture those who did not respond the first time. After the mailings, you can post the letter on your website for additional exposure.
PCA Delta is an established multi-million dollar commercial printer located in Pompano Beach, Florida. Our facility offers the latest technology, an onsite graphic arts department and a wide range of capabilities for true custom printing that can brand your company and support your marketing efforts.
Please call us today at 954.781.7771 for all your printing needs.
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