it helps in maximizing profit

1. Ways to Increase Sales With Direct
Mail Letters
1. Adapt letter-headed paper
If you're using companyletterhead for direct mail then adaptit to your requirements.The companyname and selling
benefitshould stand out.If you want people to email you, then the email address should stand out.If you wantthem
to phone,then make the phone number prominent.Use the footer as a place to increase sales bydrawing attention
to a trade association or quality control mark.Make legal information as small as possible.
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2. Postal replies
Do you want potential customers to replyby post? Include a pre-paid envelope.
3. Long letters
Don't be afraid to write long letters (over a page).Nobody will buy something withoutenough information to make a
decision.Keep selling until you have run out of sales points.Every word should be relevant - no rambling.
4. Be friendly
Address your letter to a known person if at all possible because itshows thatyou care who they are. Second bestis
to address them bytheir job or interest, eg. 'Dear Dog Owner'. The worstsalutation is 'Dear Sir/Madam'.
Sign off in a friendly way. Instead of a secretary signing the letter on your behalf, sign ityourself. Include your
Christian name and a friendlytitle. 'Customer Services Manager'says that your companycares aboutits customers.
5. Powerful headlines
At the top of the letter write a headline thatcommunicates the product's main benefit.It gives the potential customer a
reason to read on. Keep it clear and simple - think communication notclever word play.
6. Powerful openings
Grab your reader's attention.Study magazine articles and newspapers.How do they it? What works? Use your
research.

2. 7. Subheadings
Subheadings make letters digestible.Each subheading should sell the product.
8. Ask for what you want
Don't beat aboutthe bush.If you wantyour reader to buy your soaps then tell them so.If you want them to take out a
subscription,ask them to sign up (and make it super easy). Ask straightaway - don't leave it until the middle of the
letter.
9. Talk benefits
Know the difference between features and benefits.Instead of saying 'the X65 lawnmower has a barrel ofsixty
rotating blades'say'the X65 lawnmower develops a healthylawn within weeks'.Decide which is the mostimportant
benefitand put that first. All the other benefits follow.
10. Make it personal
Address the reader as if you were sitting beside them.Make it aboutthem and not you. Every time you write 'we' try
and change it to 'you'.
11. Emphasise importantpoints
Emphasise importantwords byusing bold or underline,butdon't overdo it or the power is lost.Indent to emphasise
key paragraphs.
12. Make sure the letter flows
Guide the reader gently from one pointto another. Sentences should be linked ('what's more...', 'but... ) and ideas
should be setout in logical order.
13. Entice the reader to act
Your letter mustend with a 'call to action'. Now you've (hopefully!) sold the reader make it easy for them to act. Don't
make it complicated byproviding lots of alternatives which involve decisions.Give an incentive too: 'reply by 20th
August and you will receive a free watch'.
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14. Provide reassurance

3. Make sure the reader knows they can't lose.For instance,say you won't take payment until the producthas been
dispatched or that they won't be charged for 60 days.
15. Use a PS
When you receive a letter do your eyes go straightto the PS? So do your reader's.There should be a new 'just
remembered'benefithere to seal the sale.
16. Make it a parcel
You don't have to send a letter on its own. A creative package is likely to generate a higher response rate.You could
include a sample ofyour product or a promotional item which will be a constantreminder ofyour companyeg. a drink
coaster or a pen.
17. Include a reply device
Pre-paid postcards with tick boxes make life easy for potential customers.If you can print their name and address for
them,all the better. Reassure people thata salesman will notcall and that they are under no obligation to buy.
18. Include an endorsement
Comments from satisfied customers go a long way as do marketresearch statistics:'85% of our customers have
used us for over 2 years'. Always be truthful. Never be tempted to lie - to do so cheats your customers and
undermines your reputation.
19. Involve the reader
Ask rhetorical questions:'What would you do if... ? Write questions thatpotential customers mightask and answer
them:'How much will it cost?'Provide an example of a companyor individual who reaped the benefits ofyour
product: 'When James & Son bought our product they halved their production costs in a week'.
20. Overcome objections
Make a listof all the possible reasons your customer mighthave not to buy. Decide how you would answer these
objections and putthem in your letter. For example:'I can't afford it now'could be solved with an easy paymentplan.
If you think people will wantto compare deals with other providers then provide a comparison chart.
Would you like help with your direct mail letters?
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