How do I write a marketing letter to prospective clients about my...

How do I write a marketing letter to prospective clients about my company? What steps should I take?

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The secret to success is to structure the marketing letter so that it immediately capturers the reader’s attention.

Step one:

Before you start writing the introductory paragraph to your marketing letter create a short, powerful headline to grab the readers attention.

Step two:

Put yourself in the customer’s shoes as you write. Your opening paragraph is the most important of the letter and it needs to demonstrate that you understand your target market. If you don’t, you will probably lose a potential client.

Step three:

Describe the special features and benefits of your product or service in the next paragraph. In other words, explain how the product or service is extraordinary, essential or valuable.

Step four:

In the marketing letter provide background including your personal experience, as well as details or specifications about your service, product, and company.

Step five:

Endorsements are very useful and a powerful marketing tool because they establish credibility. List several short, enthusiastic testimonials that reinforce the features and benefits you have listed.

Step six:

Ask your readers to take action. Potential customers won’t know what you want unless you tell them what to do next. If you want them to call you, visit your website or arrange a meeting, explain that in the letter and provide all your contact details.

Tips

How to grab the reader’s attention

Getting back to the fact that the introductory paragraph is the most difficult and important element of any marketing or business introductory letter, these opening lines can be used to get the reader interested from the start.

  • I was impressed by…
  • I found what you said about …
  • I’d like to speak with you about…
  • I’d like to meet with you…
  • I’d like to introduce…
  • [Company Name] has a solution for…
  • [Company Name] now offers…
  • [Company Name] programme/offering/products/services/etc will/enable/offer/provide…
  • Recent events…
  • Recent improvements…
  • Recent news…
  • A recent survey….
  • For a limited time…
  • Companies like yours…
  • It is now easier than ever before to…

Word Count

Never write a long, wordy letter. Make sure the letter is fresh, to the point and easy to read. Check spelling and grammar before you release the document. Get another person to proof read it so that you can be sure it is error free. Professionalism is crucial.

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