Okay, so you’ve decided to use an advertising letter to reach out to the community and get them to use your product/service. Yesterday we covered the basics on the appeal of the envelope and letter itself in order to get your mail opened and read. Today, we’ll talk about what the letter should say to stir an interest in what you have to offer.

1. Background Information
Typically, most potential customers that will receive your advertising letter will not have heard of your company. So, give a little background information about your business - when you got started, why you got started and the goals you have.

2. Your Market
You may want to consider briefly stating who your market is. If everyone can use your product or service, say so. If you’re specifically targeting stay-at-home moms, then say so. If your market is specific, this will help to narrow the field a bit. Also, you may want to encourage those that don’t fit into the specified market to pass the information on to someone they know who does.

3. The Product/Service
The most important element of your advertising letter is, of course, the description of the product or service your business provides. And though you definitely want to mention the features your product/service provides, be sure that you mention the benefits of those features - the desired outcome that using your product/service will produce.

4. Testimonials
If you have them, use them. The best way to do this is as an insert. This draws more attention to the individual review, showing that it’s important. And, if available, consider adding a picture of the client who provided the review. A real face always makes what is said more trustworthy.

5. A Special Offer
Give the potential customer an incentive to respond quickly by provided a special offer with a deadline. Otherwise, they will set your advertising letter aside to “think about it” and might actually end up forgetting about it. Give a discount if they contact you within a certain amount of time, provide a smaller product or service free with the purchase of another, etc.

6. Keep it Short
Try to keep the advertising letter as short as possible. One page is best, even if you make the font a bit smaller than usual to accomplish it. Anything more than that could seem overwhelming and a waste of time to the potential customer. I can attest to the fact that I never read the advertising letters that are more than one page… it is not appealing at all.

Remember that not every person you send a letter to will respond. In fact, the response rate for direct mailing is usually less than 20%. But, if done effectively, more business than you had before, no matter how small the number, is always a good thing.

Direct Mail Marketing Tips Part 1

Relevant Material:
• CNNMoney.com: 7 smart ways to find new customers

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