A
newsletter article by
Steve Martinez
Where the Selling Process is working
The Sizzle of a Sales Letter
By Steve Martinez
In
2006 the US Post Office will deliver 212 billion pieces of mail to over
144 million homes, businesses and Post Office boxes. The question is,
how much of that mail hit its target? How much of that mail was opened
by your customers?
Salespeople often overlook the advantages of using business letters for sales growth. The facts suggest that fewer salespeople are using the business letter to develop relationships. Mailing and postcards are very popular but these are not as effective as a true business letter. This is a missed opportunity; we can capture more business when we send a traditional business letter.
The Old Fashioned Business Letter
Businesses are looking for ways to improve their marketing objectives
and this requires a more personalized targeted approach. The old
fashioned business letter cuts through the clutter of other mailings. If
you want to be read, use a personalized business letter approach. You
can automate this process with your business printer that makes your
business mailings appear personal and you will increase the letters
effectiveness.
There are a few things that make business letters stand out from a stack of mail.
When you make your letter bumpy, it will often get to the top of the mail and create a curiosity factor to your advantage. I have used rubber bands, cotton balls and other squishy things to make my mail bumpy from the inside. Just be sure to use a first class stamp and it will get through.
Always using postage stamps instead of metered mail makes your envelope stand out. If you mail is metered, it looks like a business letter.
You increase readership when you hand address each envelope.
Don’t identify your envelope with a business logo, because, it reduces the ratio of openings, if the customer assumes your message is a business letter.
Variable Printing Advantage
Your business printer can help you strategically develop a variable
printing campaign that takes advantage of personalization.
Personalization is the key factor that will make a difference in your
business letter success. Be advised that you must understand the value
proposition of variable printing. Although the actual cost of each
mailing will be higher, the higher return of each mailing always
generates a higher return on investment. The bottom line is that
business printers can help you reach your sales growth targets when you
design business letters or mailing campaigns to include variable
components that personalize and target your customers.
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