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