Grabbing attention with a sales letter is vital in cost-effective direct mailings. Here are some ideas to get you thinking about yours.
- Repeat the offer(s) several times, without waffling.
- Talk directly to the reader. Use ‘you’ at least three times as many times as you use ‘we’.
- Use sub-headings. Make sure they’re interesting!
- Instil a sense of urgency. If it’s a limited offer, state the limitations. “Call us by the 15th or you won’t get this benefit” or “Be one of the first 50 to respond and you will receive…”
- Embed commands. See the examples above. ”Call us…” and “Be one of the first 50…”
- Use a PS (post script – one or two short sentences after the sign-off at the bottom). Many people will read the PS even if they don’t read the letter – and if they do read the letter, your PS will be the last thing they get to. Make sure it’s punchy, with a clear call to action.