Wednesday, April 11, 2012

Business Letters - What Should You Say?

We all receive mass mailings. Most of those letters are tossed into the trash because they aren’t relevant. Either we didn’t care about the problem the letter promises to solve or don’t see value in the solution.
The success of your letters is determined by how well they address your audience’s concerns. Before writing a letter you should know: 

The job title of the recipient.
An important problem they need to solve.
The benefits of your solution.

Most companies solve multiple problems for customers. Limit yourself to ONE important problem and one good solution per letter.

Focusing on one important problem makes a bigger impact because the customer clearly grasps how you can help them. Customers won’t sort through laundry lists of products and services to find valuable information.

When you overshare in a letter, you unsell!

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