No matter how tempting it is to send emails to generate business leads, remember the tried and trusted method of postal mail is a much better way of communicating with prospective clients.  There is always a place for a good sales letter in the arsenal of the marketeer, and it’s a great reason for following up the letter with a phone call to check the letter has been received which then leads easily to the request for that all important meeting.

But, there is little point sending a sales letter if it hasn’t been constructed to get the best response.  It’s common to approach a sales letter thinking what the recipient wants to read.  But maybe it’s best to produce a letter thinking what YOU the writer would wish to read when you receive sales letters?  Not too much of the ‘hard sell’.  Nothing spineless and uninformative.  Produce a sales letter that is spot on and it can be used again and again.  It’s worth putting the effort in.

So, where do we start, what should be included?  Well, here are some tips to get the creative juices flowing:

1. If you know the person to whom the letter is targetted, then include something personal (though not too personal, if you know what I mean).  For instance you may have been at the same business forum but didn’t get a chance to meet so maybe a note asking him or her how they enjoyed the event may go some way to break the ice and create some empathy.  And if you are on first name terms then all the better.
2. Always address the letter to someone, never to a job title.  A letter to the New Business Manager tells the reader that little effort has been put in to the approach.
3. Focus on the benefits your product or service brings to the recipient, and make sure you include them in the very first paragraph.  You can explain your service or product in the following paragraphs.
4. Don’t state what you have ‘to offer’, but state what the recipient ‘will get’ from your service or product.  The recipient isn’t interested in what you do, they are more interested on what they will get as a benefit.
5. Never make the mistake of expecting the recipient to call you, no matter how you phrase your letter.  Do, however, tell the recipient that you intend to contact them, and for heaven’s sake, do so.
6. Make the letter professional and  clean.  Don’t clutter it with colour, emboldened type and capitalization.  Always use your usual business stationary.  After all it is a business letter.

So remember to clearly present the benefits and explain them.  Always state that you intend to call them to arrange a meeting AND always follow through with your actions.