An effective marketing letter is one that compels the reader to take action by visiting your website. In this article we are going to discuss how to construct an effective marketing letter, the sort of things it should say, why it should say them, and how we hope it will bring about the end action we are seeking; compelling the reader to visit your website to find out more. The keyword in that last sentence is COMPELLING!
Realistic expectations are important, however. Marketing is not the same as sales – and trying to treat your marketing letter as a sales letter puts the customer under pressure, and ninety percent of the time, causes them to leave. Your marketing letter is there to build rapport and trust, and leave the door open for further communication.
Think in terms of campaigns when you’re writing your marketing letter. Make them part of a series that builds an on going effect. You want to avoid this circumstance from a used car lot, where the sales clerk swoops down like a hawk, saying “Can I be of assistance” – which usually elicits the response of “No, thanks – just looking.”
By saying that – or giving that impression – the damage has already been done. The customer feels under pressure, and they leave quickly. Left to their own devices, they may have wandered around, made some comparisons and chosen something.
Well it’s exactly the same with the first marketing letter. Bear in mind that whoever the recipient is, you have never met each other. Your letter or email (if you do email marketing), is like cold calling or walking into that shop/used car lot. It’s not the time to try and seal a deal, merely to leave them well enough alone and to try to pique the recipient’s interest by letting your marketing letter do its job.
This being the case, the content of the letter is critical. The wrong tone will just get it deleted, whereas the right tone will piques that interest we are talking about, and having piqued that interest, we then need to move on to a call to action, albeit, a gentle one.
Now, let’s break down the contents of an effective letter. It has an effective, attention grabbing headline, something that makes people click on it to go “Hey, what’s that?” An example of this is “How to lose weight and look terrible”. It breaks from the convention of standard weight loss articles, and promises an expose on diets or exercise. It makes you think. And click the link.
After the headline, you need the lead. This is a short paragraph that describes in brief what the rest of the document is going to cover, sounds excited without being breathlessly overhyped, lets them know quickly if this is for them.
Avoid making silly claims. If you exaggerate too much, and go over the top it just won’t be believable and will simply get deleted or binned. Remember to credit your audience with being intelligent and review your content with that in mind. Make it interesting and informative and try to pique that interest a little but further.
The last thing that an effective marketing letter cannot be without is a final call to action. You’re not trying to seal a deal at this stage so, no: “Buy one now” type remarks; they simply won’t work 99% of the time. A simple: “Visit our website to find out more”, is sufficient; just make sure that the landing page carries straight on from the marketing letter so it’s like a natural progression. Good luck!
John Farrazio is an internet marketer who learned how to finally create an effective marketing letter in the most efficient and inexpensive way possible. Discover how he created a high impact marketing letter in under twenty minutes for one of his sites and how you can do the same!
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