The Look Of A Letter
The Look Of A Letter
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.
The Look Of A Letter - To learn more about this author, visit Ilise Benun's Website.
Like this article? Share it with your friends
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.
The Look Of A Letter - To learn more about this author, visit Ilise Benun's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
|
To learn more about the Evan Elite Author Program please contact us. |
 | |
|  |
Subscribe to Ilise's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Tips For Less Stress The $1000 Show Working with Wisdom The Small Picture Instant Brochures |
|
 | ||
 |
Email The Reporters
Press Release Builder | |
 |
Top 50 Social Media Blogs
Top 50 Social Media Blogs | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
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 and Sean Combs!
|
|
|
