| Direct mail marketing is an effective and | | | | what you are saying by using a friendly tone and |
| time-tested marketing tool that has worked for | | | | simple language. |
| many companies and individuals for many years. | | | | 3. Beats around the bush |
| The efficacy or potency of this marketing | | | | You don't need to make a very long sales letter. |
| strategy, however, lies on the ability of the | | | | In fact, the longer your letter is, the bigger the |
| company or business to write an effective and | | | | chance that your reader would not read it. So |
| attractive sales letter. | | | | keep the body of your letter short but ascertain |
| Unfortunately, many people who have tried | | | | that the content you want to impart is clear, |
| sending direct mail sales letters were not able to | | | | cohesive and flows smoothly. Do not sugarcoat |
| see positive results from this marketing tool. The | | | | your messages or use run down sentences. |
| main reason for such failure probably lies on the | | | | 4. Focuses to much on self or company |
| fact that companies and business entities do not | | | | Although you need to introduce yourself, the |
| pay attention on the content and form of the | | | | company and the product you are trying to sell, |
| sales letters that they send out to customers. | | | | the body of the letter should not be focused on |
| Many fail to accomplish their sales target from | | | | you or your business. You should ensure that the |
| direct mail marketing because they have | | | | focus of your letter is your client - how will they |
| committed the six mistakes listed below. | | | | benefit from the product and what will they get if |
| 1. Not paying attention to the layout | | | | they acquire the product or contract the service |
| The first mistake that a lot of people commit in | | | | from your company? Remember focus on you |
| making a sales letter is not giving enough | | | | and not we or me. |
| attention to the presentation and layout of the | | | | 5. Does not encourage people to act |
| letter. They probably think that the aesthetic | | | | immediately |
| appearance of a letter contribute little to its | | | | A sales letter should compel a customer to take |
| effectivity. However, it is important that your | | | | positive action immediately. Thus, you should give |
| sales letter is visually appealing and not too | | | | deadlines for a promo, for example. Motivate your |
| cramped and crowded with words and highlights. | | | | potential clients to Act Now! Call Immediately! |
| An ideal direct mail sales letter should be written in | | | | Subscribe Today! |
| a clean, white paper, preferably the standard | | | | Another motivation is by giving a special offer, a |
| letter size. A serif font, preferably Times New | | | | discount or a free gift. People will be compelled to |
| Roman, is ideal; just make sure that the size you | | | | buy your product within seven days, two weeks |
| choose is not too small nor too overwhelmingly | | | | or whatever time frame you set because they |
| large. The body of the letter should be in black, | | | | know they would get something out of it. |
| while the headline or some of the highlights of the | | | | 6. Provides no follow up |
| letter can be bolder or in larger fonts. You can | | | | Do not expect that your first letter would |
| also use a different color, such as red, to | | | | immediately work with most of the people in your |
| emphasize some points. | | | | mailing list. If you want results, you must be |
| Use short sentences, but ensure that it does not | | | | patient in following up your potential client. Sending |
| appear choppy. Paragraphs should also not exceed | | | | four sales letters in a span of one year is a good |
| six to seven sentences so that the letter will | | | | start. Even if you were not able to get the client |
| have enough white spaces to let the reader's | | | | the first time, he or she will remember your |
| eyes rest. | | | | company the third time or fourth time that he or |
| 2. Uses business language and tone | | | | she receives your mail. By that time, who knows, |
| People do not have time to look at the dictionary | | | | the client might already be motivated to buy |
| just to understand what you are saying in your | | | | because of your persistence. |
| letter. If they do not understand the technical | | | | If you want to see actual sales from direct mail |
| jargons and the archaic words that you use, | | | | marketing, make sure that you don't commit the |
| chances are your letter will go straight to the | | | | six mistakes mentioned above. |
| trash bin. Make it easy for clients to understand | | | | |