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How to Structure Your Direct Mail Sales Letter

Marketing is the lifeblood of small businesses. Smaller businesses may not have the money to conduct all services in-house. Outsourcing costs money, so it is important to save when you can. Direct mail is a great weapon to have in your marketing arsenal. It is cost effective and can have a huge impact on future sales.

The following article provides tips on how to structure exceptional direct mail sales letters.

- Your sales letter needs to speak to the recipient. That means you need to know what they want to hear. What are their needs? Your sales letter will identify their needs and mention how to meet their needs.

- Do not hesitate to get to the point in your direct mail letter. You do not have much time to capture the recipient’s attention. You have to grab them from the beginning.

- Do not make the direct mail letter be an advertisement for your services/product. You want to illuminate the benefits of the product/service and not the features.

- Personalize the sales letter. Use their first name and mention something particular as in your appreciation of their last purchase, subscription to your ezine, etc.

- Your direct mail letter’s purpose is to attract a lead and not a sale. You want to incorporate a ‘call to action’ in your letter. Make the recipient want to react to your offer.

- Keep the copy simple. You do not want the recipient to need a dictionary to read your direct mail letter. Nor do you want to confuse them with industry jargon. Be succinct and simple.

- The post-script is important. Repeat your ‘call to action’ in the post-script.

- Readers do not like to be confronted with large bodies of type. Separate your information with plenty of white space; type one idea at a time and then space before making your next point.

- Whatever you need to say can fit on one sheet of paper. This will control costs and maintain the recipient’s attention.

- To make the ‘call to action’ more critical, you need to incorporate a deadline. You want the recipient to ‘act now.’

- Use pre-paid postage if the direct mail letter involves a response. Many people will disengage due to the need of a stamp.

- Use testimonials with your direct mail letter. People will be more likely to believe in your product/service when others testify to its efficiency.



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