Improve your direct mail letters.

The sales letter is your company's introduction - and we all know how important first impressions are.  Below are a few tips on how to make the most of your first contact with your potential new customer.

1. Grab the recipient's attention straight away

Start with a powerful heading such as;

A succinct statement explaining why they should read on (e.g. find out how to save your business thousands of pounds).

A challenging question that will make them wan to read the rest of your letter for the answer.

2. Always lead with the benefits that the prospective customer could enjoy, rather than the features of your products or services. 

3. Try and explain how much better/easier/quicker/cheaper it could be for the prospective customer if they do business with you.  If possible, give examples of how other companies have benefited from working with you.  Testimonials can be a good way of illustrating this.

4. Always try and write in language that your potential customer will understand.

5. Create a reason for the reader to respond quickly - an introductory offer or an added benefit for those who respond by a certain date.

6. Provide as many ways as you can for them to respond - telephone, email, fax, post.  Make sure all contact details are correct and state any restrictions such as office hours.

7. Make it clear that you will be contacting them in the near future to see if you can help them.  Don't rely them to respond if you can help them as they might just not get time to get back to you.