MARKETING TOOLS - Part I
© Barbara Massie
A BASIC MARKETING LETTER - HOW TO WRITE IT
A good sales letter will help attract customers no matter what kind of business you run. Here are ten points to help you write a sales letter. The verbiage in the letter should be geared to a target market. Use your marketing survey materials to help choose the target persons, then write TO them.
- Write news in a headline.
- Summarize the customer benefits.
- Use a generic salutation, NOT "Dear Sir" that is then read by the business owner -
a woman!
- Use the opening paragraph to qualify the reader. If the reader is not interested in
your product, the letter can be tossed.
- The next paragraph tells more about the product in summary form.
- It also includes a listing of types of products available to which the reader will
relate.
- The "Reason Why" paragraph. The reader will read copy that will back up your
claims that beautiful embroidery work can be created.
- Tell the sales prospect what to do next; in this case, order the catalog.
- Next to the headline and opening paragraph, the PS is often the most read part
of a letter. Make a point with the PS.
- To make room for the headline, you can move the letterhead information to the bottom of the page. The headline grabs the attention of the reader immediately.
Get more help with "A Free Small Business Marketing Letter" at Writing Sales Letters that Sell!
MAGIC WORDS
Practice using magic words; the words that have the most pleasing sounds to everyone. These are the "personal" words that every person listens and relates to. The words direct an emotional message to an individual and emotionally one.
The words are:
- A person's name
- The name of their business
- Personal pronouns:
you, your, yours
- Use the important words of selling: who, what, where, when, why and how
Other important words of selling are Marketing Buzz Words - find the words and fun definitions at Buzz Words Translated
PROMOTE WITH WORDS
Use marketing words that a customer takes personally. People buy with their emotions, so direct all your marketing to those emotions. Use this list as a beginning. From this point forward, listen and look. Listen for compelling words and phrases on the radio and television. Every time you read, find new words and phrases that make you want to react.
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