As a business owner, you understand that creating and maintaining a good customer base is essential. Therefore, you should use different means of finding new customers.
One of the ways to achieve this is through marketing letters. A marketing letter is a document prepared by a business designed to encourage potential customers to purchase their products and share new information about the business with existing ones.
Marketing letters are simple and often just one page long, which makes them an ideal way to persuade your customers to conduct business with you. While there are many other ways to market your product in the age of social media, direct marketing through marketing letters is a personalized approach to reaching potential customers. Some reports show that properly written marketing letters are 3.5% more likely to get a response; this is 34 times more effective than an email.
This article explores how to prepare a good marketing letter, what aspects to pay attention to, and effective practices for writing a letter.
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Marketing Letter
Marketing or sales letters are documents meant to reach potential customers and increase the visibility of your product. Marketing letters include information about the business to attract the customer’s interest. They often entail how dealing with the business will benefit the customer, and sometimes they also include a special offer. A marketing letter’s language should be engaging to encourage the customer to learn more.
You must employ the right strategies when preparing your marketing letter, to reach your target audience effectively and build long-term relationships with customers. Marketing letters are used to reach targeted audiences and gain new customers. In addition, they are recommended when approaching customers about new features of your product. Marketing letters are ideal for capturing the attention of sales leads due to their simple format and engaging language, as they attract them to learn more about the marketed products or features.
Marketing Vs. Advertising
Marketing is defined as the methods a company uses to inform potential customers of the existence of a product, highlight the brand to which the product belongs, and increase sales. Marketing is vital for a business at all stages of its development, from product development to market research, product distribution, sales strategy, public relations, and customer support.
Marketing is a diverse subject and involves different strategies and platforms to achieve business objectives at various stages. The strategies include using social media platforms and teams within the business to communicate the product to its audience and create visibility for the brand the business wants to establish.
Conversely, advertising is a strategy a business uses to spread awareness of its product or service and market itself. Advertising is a type of marketing. So, while marketing is the overall goal, advertising is one of the strategies used to market a particular product or service and help the business achieve its goals.
4 Essential P’s in a Perfect Marketing Letter
Jerome McCarthy posited the four p’s of a marketing letter to show how marketing is used throughout the life of a business. The four p’s are:
Product
After deciding the product you want to sell, you must conduct research about businesses selling the same product as yours, your target audience, the market for the product, the most effective way to spread awareness about the product, and ways to increase the quality of your product. The answers to the above questions help marketers understand the product’s quality in the market, the demand, and how to address the marketing letter’s specific concerns raised by the business’s target audience.
Price
Your marketing team should research your product’s current market price through targeted surveys. The surveys should give you an estimated price for your product to avoid overpricing and underpricing.
Place
Your marketing team should advise you on the best places to sell your product. Your potential customers may be restricted to a specific geographical area or a demographic that does not require a physical location. The location where you sell your product should consider the location of your potential customers and is likely to increase sales.
Promotion
Promotion entails creating awareness about your product among the public through advertisements and social media promotions. Whatever means you choose to promote your business should increase sales.
Factors to Consider Before Writing
Before writing a marketing letter, you must research the factors that will impact the content of your writing and how you will present your business to your potential customers. Therefore, you should consider the factors below before writing your marketing letter.
Identify your target audience
The target market for your product must be considered when writing a marketing letter. Your marketing letter should be customized to meet the needs of your clients. With proper research, you can find out how to engage your audience by adapting the information to address the specific needs of your potential customers.
Where you have potential sales leads, include a special offer in the marketing letter to show how the customers will benefit from dealing with you. If you have the recipient’s contact information, personalize your letter by addressing it to them by name.
Envision your brand voice
Your brand voice is how your product’s personality appeals to your customers. Before writing your marketing letter, research how you want your brand to communicate with your customers. Your brand voice should determine the tone and language used in your letter. For example, if you want your brand to be formal, use formal language.
Also, remember to consider your target audience when choosing your brand voice. For example, if your product is aimed at young adults, use a suitable tone in your letter to persuade them to buy it.
The primary purpose of the letter
A marketing letter is meant to increase your business’ sales. Marketing letters are used by businesses to achieve different objectives, including advertising a specific service to increase sales, creating awareness for a newly launched product, encouraging customers to continue buying a product, and gaining referrals to new sales leads. In addition, you should have a more specific objective for your letter. To achieve this objective, adapt your marketing letter to your target audience’s needs.
How to Write a Marketing Letter?
To persuade your customer to open and read your marketing letter, you must use excellent and convincing language. Here are the tips you should use to write your marketing letter:
Begin with an attention getter
Your marketing letter should attract the attention of your customer to motivate them to read the letter or open the email. You attract attention by using appealing opening phrases like “Here’s how to increase the interest on your savings.” Your catchphrase can be used as an opening line in your letter or the subject line of your email. Consider using short sentences because they attract a reader’s attention better than long ones.
Introduce your business and services
Introduce yourself by directly describing yourself and your business. Next, explain what your business can offer the customer. Directness in your description will help the customer feel more connected to you. After this, mention the objective of your letter, especially if you want your customer to purchase a product. Inform them about the features of the product that you think would appeal to them the most. The information you provide in this section should satisfy the objective of your letter.
Highlight the benefits
Explain to the customer the benefits of doing business with you or buying the product after introducing the features of your product. If you have had customers who have expressed their satisfaction with the purchase in the past, you may include their reviews to show how effective your product is.
Reference your qualifications
After highlighting the benefits of your product, describe your qualifications and experience to establish your credibility. Mention your years of experience or customer satisfaction statistics to encourage your potential customers to trust you. Your qualifications give you credibility and show potential clients that you will deliver on their expectations. However, be careful not to mislead your customers by exaggerating or mentioning false information.
Convince the reader
Now that you have established a connection with your customer, you can now persuade them by creating a sense of urgency to buy the product. Convincing can be done in subtle ways, like mentioning a deadline for the offer, explaining that the product is in high demand, quoting a price, or stating that the product will be out of stock soon.
Offer an incentive
Incentives encourage the customer to purchase the product more than once. They ensure your customer may buy from you again in the future. You may offer incentives like a free demonstration, after-sales services, free trials, and discounts to establish a long-term relationship with them. Whatever incentive you provide should be presented in a way that persuades your customer to take advantage of it.
Call to action
A call to action prompts your customer to get an immediate response. For example, a phrase like “buy now” may prompt your customer to give an immediate response. A call to action usually pre-empts the customer’s next question, i.e., “How can I access this product?”
Therefore, your call to action should include instructions on how to make a purchase, such as directing potential customers to the company website or inviting them to an event.
Share your contact information
Your business’s or your personal contact information is vital because it allows your customers to respond to you. If possible, provide the contact with a name that will make your customer feel more connected to your business. Your contact details should include your name, phone number, email address, and return address. If you share a link, ensure that it is the correct one.
Sample Letters
Marketing letters are used by businesses for various reasons, including:
Invitations to bid marketing letters
Your Name
Address
City, State, Zip Code
Date
Recipients Name
Title
Company name
Address
City, State, Zip Code
Dear (Recipients’ Name)
We are pleased to inform you that we have chosen to accept your bid X87276F (bid number), dated 14th Aug 2020, to perform (the type of services to be offered) services at our facility for $700.
According to your bid, we expect you to begin working on the (list the items of the bid) immediately upon receipt of this letter and to complete the work no later than 1st Sept 2020. We shall issue the payment upon acceptable completion of the work.
We look forward to working with you.
Sincerely,
Name
Title
Direct marketing letter sample
Your Name
Address
City, State, Zip Code
Date
Recipients Name
Title
Company name
Address
City, State, Zip Code
Dear (Recipients’ Name)
Everybody likes the idea of saving something off their purchase. Saving 25% makes it sound even much better. The Moon Shopping Credit Card is a real friend to people who love to shop online. If you are a shopping enthusiast, the Moon Shopping credit card is a must to have.
The credit card operates the same way, just like any other ordinary cards. The difference with ours is that you save more than you spend. Should you choose to get one, you can contact our customer care representatives through our official numbers found on our websites. Someone will process your details, and you will be furnished with an application letter before 12 hours lapse.
Sincerely,
Signature
Follow-up marketing letter
Your Name
Address
City, State, Zip Code
Date
Recipients Name
Title
Company name
Address
City, State, Zip Code
Dear (Recipients’ Name)
We would like to follow up on your decision about our product. We sent you a marketing letter on 19th Aug 2020, but you are yet to give us a response. Our terms and conditions, as well as price list, maintain. Our company offers very competitive prices when it comes to home décor and furniture fittings. As a result, we have had many referrals from existing customers, and that is why we believe you should be part of our success story.
I also wish to remind you that the benefits we listed and explained in the first letter are still applicable. We are doing this follow up because we value you. Kindly contact us without fail through www.glammyspace.com in our toll-free line.
Yours sincerely,
Signature
[Name]
Sample fundraising marketing letter
Your Name
Address
City, State, Zip Code
Date
Recipients Name
Title
Company name
Address
City, State, Zip Code
Dear (Recipients’ Name)
Over the last span, I have been running a charitable Trust named House of Judah Charitable Foundation. Our goal is to finance various social causes such as providing sanitary pads to the less fortunate girls in society, providing education to bright poor children, helping to acquire medical healthcare for the poor, providing food to the needy, and so on. We’ve helped so many people during these fifteen years.
I have planned to market our Charitable Trust Foundation so that we can be able to reach more people, who will benefit from this foundation. To actualize such a marketing program of our Trust fund, we need around $7000 of the fund. Therefore, I’m requesting you to make your generous contributions towards this so that we can reach more needy people.
It is my wish and hopes that you will give us a positive response. Thanks for taking the time to consider this request.
Thanking you
Sample insurance marketing letter
Your Name
Address
City, State, Zip Code
Date
Recipients Name
Title
Company name
Address
City, State, Zip Code
Dear (Recipients’ Name)
With all the uncertainties around the world, we feel that it is our duty as Firestone Insurance Companies to keep you safe. Calamities have no warnings and leave many businesses with untold destruction. With our services, you will be able to reduce the loss by insuring your life, business, and property with us. We are reliable, secure, and instant in our service delivery. The main challenge with other companies is that they take much time before compensating their clients, leaving them to wallow in suffering. We are timely and care about your satisfaction.
Taking a step to insure yourself, business, and the property is the best decision you can ever make. There is a disparity between someone who has insured themselves and their business from someone who hasn’t during calamities. Ensure yourself, business, and property with us today.
Thanking you
Sample marketing letters for new business
Your Name
Address
City, State, Zip Code
Date
Recipients Name
Title
Company name
Address
City, State, Zip Code
Dear (Recipients’ Name)
We announce the opening of “Club Rumours” in the City Mall next to “Apex Multinationals” on 15th Sept 2020, and welcome you all. We have all sorts of entertainment to cater to everyone. Once you step into our club, you will have all the fun you are looking for.
The great J.J Mc. will be here for the inauguration from 6 pm. to 10 pm. on the 15th Sept and there will be a discount of 50% on an opening day. We have drunk from all major distributors, including EABL, Keroche, Milani’s, and other amenities such as Spur, VIP sections, casinos, and more.
Do grace the club with your presence and see our vast range of products and enjoy yourself in the process.
Best Regards
Sample marketing letter to company CEO
Your Name
Address
City, State, Zip Code
Date
Recipients Name
Title
Company name
Address
City, State, Zip Code
Dear (Recipients’ Name)
We understand the challenges faced by a CEO in this era of economic instability. We at Zunis Provide you with the solution for downsizing. We have been in business for over five years, and we specialize in counseling and training employees in such a way that there is growth in the company, and no downsizing will be required.
We assure you that you will profit from working with us. If you are interested in our services, please contact us at (888) 70499 676
Thank you
Sample marketing letters to client
Your Name
Address
City, State, Zip Code
Date
Recipients Name
Title
Company name
Address
City, State, Zip Code
Dear (Recipients’ Name)
Flawless Femi products have been enjoying the good backing of your company, and we are quite obliged by it. We would, thus, like to inform you of our special discounts on the various products that we are offering during this festive season.
We have a brand-new attraction this season. Every wholesale purchase above $500 will fetch you a discount of 10% and any purchase above $1000 will fetch you a discount of 25%.
We have increased our stock and have brand-new items in kids, ladies and gents wear, and a lot of contemporary African Woman dresses in all our stores. We hope that you will pay us a visit and stock your showroom with our new designs.
With best wishes,
Sample marketing letter to customer
Your Name
Address
City, State, Zip Code
Date
Recipients Name
Title
Company name
Address
City, State, Zip Code
Dear (Recipients’ Name)
We are certain that you are looking for a store that shelters all utilities of daily living under the same roof. We have launched a new branch of our “Home and Décor” in your neighborhood, and this is just the place that will help furnish all your home and décor needs.
We have the best quality products with a selection of different brands to choose from. Our prices are reasonable, as you will find once you visit us. We assure you that you will be able to save more with our products. Our shop is open during the weekdays from 7 am to 5 pm. You are welcome to come and have a look.
Best Regards.
Marketing manager
[Name Here]
Sample marketing proposal letter
Your Name
Address
City, State, Zip Code
Date
Recipients Name
Title
Company name
Address
City, State, Zip Code
Dear (Recipients’ Name)
We would like to start by commending you upon starting up a learning institution. It is an excellent idea and a great business venture that can bring you millions of dollars. However, you should be mindful that without the proper marketing strategies, it can easily turn out to be just another college. Make it a one of a kind college by trusting the Multi-Max Marketing agency. In our firm, we ensure that your services are known far and wide. We use various modes to promote and advertise on behalf of our clients, including radio, T.V. and billboards.
Afford us a chance to make you a leading institution.
[Name]
[Contact]
Sample product marketing letter
Your Name
Address
City, State, Zip Code
Date
Recipients Name
Title
Company name
Address
City, State, Zip Code
Dear (Recipients’ Name)
Why Metrex Soap should be your cleaning partner
Over the years, most parents have had the challenge of having to rush their kids to the hospital after a playful day. Bacteria causing germs are everywhere, and children being children play with everything, and in the process of having fun, they end up touching contaminated surfaces making their skin rough and dry.
If you have used our products before, you will be our ally in admitting that they are the best in the market today. Our soap kills 99.9% of bacteria, causing germs, soothes the skin, and leaves behind a good fragrance. You can find our products at all leading stores. All are encouraged to try out our new product.
[Name Here]
Marketing Manager
Effective Practices for Writing a Letter
When written effectively, your marketing letter should result in the expected outcomes of increasing your sales and achieving the particular objective you set. To achieve your objectives, you should employ the following practices:
Test the outcome
Record the responses you receive after sending your marketing letters. Consider sending different versions and recording the responses to each version to assess and choose the best one to use in the future. The collected feedback will help you prepare a statistical representation of the responses and analyze your strategy’s impact on sales. Content should be powerful
The content of your letter should be customized to your target audience. Your letter should have three main parts: the introduction, which should include a catchphrase and the objective of the letter; the body, which is your sales pitch; and a conclusion that reiterates the contents and objectives of the letter. The content should highlight the benefits of your product rather than simply discussing it. It should also be unique to your target audience in a way that shows you understand their needs. It is recommended to limit your marketing letter to one page in length.
Provide solutions
You should have a solution-oriented marketing letter. The letter should directly address any issues raised by the reader or find a practical solution to a specific problem. In addition, it should encourage the target audience to keep it for future reference. Make sure your company name is prominently displayed because the customer might decide to print or display it for future use.
Use a postscript
A postscript is a phrase or note added after you have concluded your letter. Use your postscript to briefly reiterate your reason for writing the letter. It enables you to draw the recipient’s attention in a way that the main letter might not have done.
Concluding Thoughts
A marketing letter is a direct marketing strategy to achieve your business’ marketing goals. A good marketing letter results from proper research on your product and target audience and uses strategic language and content to achieve the intended objective. Before writing your letter, consider your audience and the language they are likely to respond to, while demonstrating a good understanding of their needs.
Create a connection by personally addressing your potential sales leads and providing your business’s name and contact information. Build trust by providing your qualifications, references, experience, and customer reviews. Trust strengthens the relationship between you and the potential customer and helps to convince them to purchase your product or service.
Your marketing letter should focus more on the benefits your potential customer will get from purchasing your product than the product itself. Keep the customer’s attention by stating these benefits and providing instructions on how the customer can purchase the product and contact you.
To assess the effectiveness of your letter, you should send different versions of your letter to your potential sales leads. Record the responses and analyze them to find the most effective version of your letter. When writing marketing letters, always remember to conduct appropriate research to update your knowledge about customer needs and market conditions.