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
 |
Related Articles |
|
Business Marketing - Top 10 Rules: Corresponding With Clients
|
| |
Here are my rules for corresponding with clients (these rules work for either email or postal letters)...
|
Writing Letters to the Editor
|
| |
Letters to the editor can be a great way to express your views on an issue that has importance to you. Many politicians and other decision-makers read the letters page to gauge public opinion. A well worded letter c...
|
Marketing Letters that Open Doors
|
| |
The easiest method to inform potential customers about your business, with the least amount of expense, is to mail marketing letters to your target market.
|
Sales Letter
|
| |
A sales letter is exactly what it sounds like – a letter intended to bring in sales. Whether it gets the reader to place an order directly, or just to inquire about further information, the goal is the same. But, it...
|
Collect Testimonials
|
| |
One of the most powerful techniques top advertisers use to convince us to buy is to cite testimonials obtained from satisfied customers.
|
 |
Related Businesses - Evan Elite Authors |
|
The Evan Elite Authors program is currently in beta phase. For details please contact us.
|
|
|
Ilise Benun
(Visit Ilise's Website)
Ilise Benun is an author, consultant,
national speaker and co-founder of
Marketing Mentor.
Her books include “The
Designer’s Guide to Marketing and
Pricing"
(HOW Design Books, Spring 2008), “Stop
Pushing Me Around: A Workplace Guide for
the Timid, Shy and Less Assertive” (Career
Press 2006), “The Art of Self Promotion”
(2007) "Self-Promotion Online" and
"Designing Web Sites:// for Every
Audience" (HOW Design Books).
Her work has been featured in national
publications such as HOW Magazine, Inc.
Magazine, Nation’s Business, Self,
Essence, Crains New York Business, Dynamic
Graphics, The New York Times, Toronto
Globe and Mail, The Washington Post, The
Denver Post and more.
Benun publishes a blog ww
w.marketingmixblog.comand a weekly
email newsletter, Quick Tips from Marketing
Mentor!
which is read by 8000+ small business
owners.
Benun started her Hoboken, NJ-based
consulting firm in 1988 and has been
self-employed for all but 3 years of her
working life.
|
|
|
|