|
|
Like this article? PLEASE +1 it! |  |
|
The Look Of A Letter
Written by: Ilise BenunArticle Overview: Many people never even read their mail. How can you make your letter stand out so that it gets opened?
 |
Free Download - What Exactly Are You Selling? By Ilise Benun |
The Look Of A Letter
Once a week, usually on a Sunday evening, I actually sit down and read the week's mail. That's the only time I have to focus my attention on it — and I'm one of the more conscientious ones. I've seen enough offices with piles of unopened mail to know that I'm not the norm.
So keeping in mind that most people don't ever read much of their mail, know that in order to get your message across, you need to focus as much on the graphics of your letter as on the content. For example, if a letter isn't skimmable, if the paragraphs are too thick, the copy too dense, no matter what it says, it may not be read. In fact, you could be giving away money, and it wouldn't matter.
Veteran copywriter Don Hauptman offers these suggestions:
1. Don't use a dizzying variety of fonts, type sizes or graphics just because you can. When people open an envelope, they expect to see a letter, with its familiar conventions. The personal communication may be an illusion, but it's one that most of us have come to expect.
2. Write short paragraphs. To avoid a gray wall of type that discourages reading, paragraphs shouldn't be more than seven lines. A visual and dramatic break can be provided by an occasional paragraph of one sentence, one line or even one word.
3. Use familiar attention devices.
Underscore key words and sentences with a continuous line.
Use bullets of any shape to set off an easy-to-read list of benefits or past clients.
Use subheads, set in a slightly larger type size, to break up the copy.
Use inset paragraphs, centered and blocked, to call attention to an important point.
4. Handwrite something. People used to be afraid that handwriting anything on a business letter would make it look unprofessional. Now, the opposite is true. Handwriting a P.S. or even the salutation on a generic letter lets your prospect know there's a human being behind the computer; it's a sign of life that people desperately need in this era of pseudo-personalized everything.
5. Less is more. Don't write more than one page if you can help it. Don't send something that will be eligible for the To Read pile.
6. Always use a P.S. It's the first read (and the most read) element of a letter. Use it to either restate your main point, just in case your reader missed it, or to highlight a premium offer or major benefit.
Cover Letter Writing for Grant Proposals
Business Marketing - Top 10 Rules: Corresponding With Clients
What are the elements of a good sales letter?
Marketing Letters that Open Doors
Finding new customers when times are tough
Article Tags: bullets, business letter, continuous line, copywriter, generic letter, giving away money, gray wall, handwrite, handwriting, hauptman, illusion, important point, inset, key words, personal communication, piles, salutation, short paragraphs, sunday evening, unopened mail
|
About the Author: Ilise Benun RSS for Ilise's articles - Visit Ilise's website  Click here to visit Ilise's website   How Should I Present Myself By Picking The Right Name for Your Business Making the Most of Networking Events What Should I Charge First Understand What Youre Selling 10 Things You Need to Know About Your Prospects Answers To The 3 Big Advertising Questions |
Related Forum Posts
Received my first Letter of Interest, What now?
- After blasting financial and VC firms with my executive summary, I have finally received my first Letter of Interest.
I'm really excited that my work is finally starting to show results, but that makes me all the more cautious. The terms aren't very good, give up a little less than half of the company for less than a million dollars of funding. It also says I'll basically have to do what they say so they can 'protect' their interest.
So my question is, how open are these letters of interest to negotiations? I really appreciate any information/advice from anyone who's been through the process so I don't sign up for something I will regret.
Thanks!
Re: Marketing to Wealthy Consumers
- [quote="RussellWebb":4018wpr1]
I'll then create a marketing piece, either postcard, letter or even a Fedex Letter (this really gets their attention!) and make contact this way. This approach allows me to create a tightly focused campaign that can be personalized... instead of a mass mailing approach.[/quote:4018wpr1]
I use FedEx second day for when I target CEOs or Presidents and this REALLY gets their attention!
General business value
- Typically a general ball park value range can be calculated by figuring 3- 5 times the net earnings. With the 2007 year ending recently, if the top page of the 07 tax return is not available to give you official documentatin of that, you will have to go according to the P & L statements. Just make sure you get something in writing from the seller that states the P & L's will be reflective of the 07 tax returnwhen it is prepared.
Either the seller or the buyer can bring a LOI (Letter of Intent) to the table outlining a deposit, refund policy and anything else that will protect them. I suggest having a lawyer draw up a LOI to ensure you are protected fully (as Hap hazzardly put together LOI could cause problems later on).
Important tips for online business
- 1.Traffic. Without traffic, you have nothing. It is like having a store where nobody walks through the door. Without traffic, there is none to buy your product.
2. Your Sales Letter. This is where you sell your product. It is of vital importance that you have a sales letter that converts, and you should work on it continuously to increase conversion. Otherwise those prospects that you have got to your website will just leave and go somewhere else.
3. Your list! You should continuously be trying to build your list and your network. It is easier to convert a qualified prospect into a customer, and an existing customer in to a repeat customer.
Hope this helps guys!
Re: Marketing to Wealthy Consumers
- [quote="Sebastien":3r7pgljg][quote="RussellWebb":3r7pgljg]
I'll then create a marketing piece, either postcard, letter or even a Fedex Letter (this really gets their attention!) and make contact this way. This approach allows me to create a tightly focused campaign that can be personalized... instead of a mass mailing approach.[/quote:3r7pgljg]
I use FedEx second day for when I target CEOs or Presidents and this REALLY gets their attention![/quote:3r7pgljg]
Great idea Sebastien - isn't everyone a little curious when that type of package shows up
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
by: 
Lesson #3: “Tell ‘em quick and tell ‘em often”
Searching for the Stars: How Yang and Filo Took Their Business to New Heights
Salesperson Wimp-Out: I Need Help 
February 2012 Top 100 Leadership Experts to Follow on Twitter
Please Stop Calling it Coaching!
Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Igniting Your Unstoppable Business Destiny
Bootstrapping Your Start Up Business.
Marketing & Sales tools – going back to basics
Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.