Gnam on Marketing #3

A Letter Should Look Like A Letter – Somewhat!

Your direct mail letter is a focal point for an interested reader. He/she got past your outer envelope, looked at the reply form to see what the deal is all about, and decided there’s enough interest to read the letter.

That’s why it should look somewhat like a letter, a personal communication that’s just for this reader, no other. This is especially important when selling insurance or other items that are personally connected to the prospect. A screwdriver or a blender aren’t.

Using a font like Courier or American Typewriter helps achieve that personal goal. Using a serif face like Times will come close for business audiences, less so when mailing to the consumer. And, of course, personalization – using the prospect’s name, address, and perhaps some other information -- will help greatly, so long as you don’t overdo it.

Make sure that the letter feels good. Slick, glossy paper is a turn off for letters. Copier paper makes the reader think you’re cheap. Rag content stock would be best, but if you can’t afford it, use a nice vellum sheet. Get a sample from your printer or paper vendor before making the decision. Remember that the reader will be holding that letter in his/her hands.

Be careful with color and graphics. You want the reader to feel that you’re talking about his health, her home, his car, her kids…so if you load up with colorful graphics and extensive color, it’s not just for him or her anymore. It’s suddenly a mass-produced announcement for the whole world.

Your letter can use a short, inviting sales-oriented headline above the name and address of the recipient. If so, it should focus on a benefit to the reader. Example: Finally it’s possible for James Jilly to save money on homeowners insurance. Saving money is the benefit, and by mentioning the product, we are leading the reader to a favorable decision.

Here are five more ways to make your letter effective:

• 1. Use a real person’s signature in blue ink.
• 2. Give the reader a local phone number for an instant response.
• 3. Promise something free, even if it’s just consultation.
• 4. Use a postscript that galvanizes the reader to respond.
• 5. Use a one-page letter when you’re after a lead, longer for a direct sale.