12 steps to writing effective direct mail cover letters

Everyone has some resistance to buying. The job of the direct mail letter is to overcome objections and persuade the buyer to take action. The letter is the salesperson for your mailing package.

A good sales pitch has a strong opener and powerful close. But, how do you organize the middle…the solutions, benefits and offer? There are 12 steps that provide a template for writing an effective sales letter. Follow these tested copywriting tactics for better results on your next direct mail project.

1. Grab attention – The headline and first sentence must pique interest.
2. Identify problems – Spell out the problem, agitate it so they feel the pain.
3. Provide a solution – Show how you can solve the problem.
4. List your credentials – Give reasons why you can be trusted.
5. Show the benefits – Bullet point how the reader will benefit.
6. Give proof – Testimonials are a powerful tool to prove claims.
7. Make an offer – Best offers combine price, terms and free gifts.
8. Give a guarantee – Make the offer irresistible with a strong guarantee.
9. Create scarcity – Motivate action with short supply or deadline date.
10. Call to action – Tell them what to do and how to do it.
11. Give a warning – Remind reader of consequences by not acting now.
12. Close the sale – Include a P.S. with reminder of offer and scarcity.

Follow this 12-step formula for more powerful direct mail letters. Include each step so that you build a sales pitch that adds to the readers emotions.