When we write a successful direct mail letter, we’re creating a conversation between the letter signer and the recipient. A conversation that persuades the reader to take a certain action.
But to persuade the reader, you must first get them to read your letter.
- Make the letter look like a letter. In most cases, you’ll want to print the letter on the organization or company’s letterhead. Practically everyone will recognize the letter as a “mass mailing” but create the perception of a personal letter.
- Include a salutation. You wouldn’t start a conversation without a greeting so include a salutation with your letter. And assign title codes. There is nothing more impersonal than “Dear Mr. Tom Jones.” (Even if you only have title codes for half your prospects,use them. Addressing half of your letters by name is better than (more…)