How to Write an Effective Marketing Letter (With Example)
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Marketing departments of organisations often write marketing letters to current and prospective customers. These letters don't have a specific format but often include many of the same elements. Learning about how to write a marketing letter may help your team create more effective marketing campaigns. In this article, we discuss what a marketing letter is, provide a list of steps for writing one and give a template and example to help you write one.
How to write a marketing letter
These steps show you how to write a marketing letter:
1. Define your target audience
To write an impactful marketing letter, understand who your target audience is and how they may benefit from making a purchase. Adjusting the content of your marketing letter to align with the consumer's needs is the best way to convince them to do business with you. Research the demographics of your ideal customer to understand what angle you may use when discussing your products and services. Creating a buyer persona that describes the challenges, values and desires of different types of customers can make it easier for you to create a personalised letter.
In addition to planning your letter based on a general category of an ideal buyer, address each customer as specifically as possible. If you have an existing contact list of potential sales leads, address your contacts by name at the start of the letter. When selling to other businesses, research their operations to find specific ways you can help their company. This targeted messaging can make the communications feel more personal and appeal directly to your future customer's goals and buying habits.
2. Envision your brand voice
Before you write, think about how you want customers to perceive your brand. The voice and tone you use when writing your marketing letter can impact how customers think about your business and contribute to your identity and public image. Some businesses may benefit from using a serious, professional tone, while others may prefer a laid-back and casual writing style. Decide whether you want to be creative, entertaining, educational, sympathetic, motivational or cautionary when writing your letter.
Using a consistent brand voice across your marketing materials can help customers become more comfortable with the company you work for, so try utilising language and tone similar to other written content and communications. If you're unsure what the company voice can be, do some research on what kind of tone your target audience responds best to.
3. Determine the purpose of your letter
Your marketing letter may have a variety of objectives. It can be used to build brand awareness, generate new customers or strengthen existing relationships. The purpose of your letter may help determine the tone you use when writing it. Some call-to-actions may not be appropriate for your letter when directed at potential customers and may instead appear on another piece of collateral, like a website and social media post.
Consider which benefits you're trying to sell and what message you want the reader to get from the content of your marketing letter. Think about how your business may benefit from helping that customer. Make sure each recommendation or suggestion you make in your marketing letter has an actionable item to guide the person who reads it to take a specific action.
4. Use an attention-getter
The introductory paragraph of your marketing letter can catch the attention of your customer and make them want to continue reading. For example, start by saying why you're writing the letter or how you first started doing business with the person. If you've already made a personal connection with them, share your excitement about seeing them again or set their expectations of what the letter may include. Use this time to let them know you care about their business and are eager to connect with them again.
5. Introduce your business and services
The next step in your marketing letter is to introduce your business. Whether you're selling to an individual or company, let them know what you do and how you can help them. Lead with the most relevant facts about your products and services. If you sell a variety of products, choose one of your best-selling items to discuss first. Doing this allows the customer to get familiar with your brand while gaining interest in a product they may not have heard of before.
When selling directly to consumers, consider including information about the value they may receive by purchasing from you. Examine any guarantees or special offers that may bring additional value for them and mention these when introducing a company.
6. Highlight the benefits of doing business
Once you've introduced the company and product, consider offering a benefit that may convince the customer to buy from you. The best call-to-action is short, clear and direct. Remind them of a specific reason they may choose you over a competitor.
Make sure your call-to-action is consistent with the overall tone of the letter to make it more effective. If you write a formal email or letter, make sure your call-to-action doesn't seem out of place by being too casual or using slang words that don't align with your brand image.
7. Reference your qualifications
Referencing your qualifications may help motivate customers to listen to your marketing message. If you want to highlight this, mention what you've done that qualifies you to offer the best product or service for your customer. For example, if you're providing software solutions, you may mention that the company has a certification from an industry authority.
You can reference special qualifications like certifications and membership of industry organisations in the marketing copy of your marketing letter or at the end of the letter. Choose the appropriate spot depending on the tone of your letter and how important it is to mention these qualifications.
What is a marketing letter?
A marketing letter is a business document comprising an evaluation of the need that your product or service addresses and a brief description of how your services can help fulfil that need. The aim of any marketing letter is to generate sales leads. It's a hybrid between a prospectus and a brochure, combining elements of both.
Marketing letter template
Aim to customise your marketing letter to emphasise the company's strengths. Here's a basic marketing letter template that you can fill in with relevant information to create a draft for your own products and services:
Dear [Customer name],
[Company name] is a business with [qualifications] that offers [products or services] to [target market] to address common issues like [problems your product or service can solve]. Our satisfied customers report [benefits of products or services]. We're offering you [specific product name] at only [price point], allowing you to enjoy [list of product or service features]. We can guarantee this promotional offer until [date], so act fast to confirm your order.
You can sign up by speaking to one of our representatives at [contact information].
Marketing letter example
Browsing through marketing letters for similar scenarios can help you create the best one for your business. Read this example marketing letter to get ideas about what to include in your pitch:
Dear Dr Chow,
With the right revenue cycle management software, you can simplify the billing process at your clinic and lower delinquent accounts by over 20%. Primary PatientCare is a health care RCM provider that provides comprehensive software solutions for billing and patient account management for hospitals and private practices. We have over 10 years of experience coordinating payments and maintaining databases for health care professionals, resulting in a user-friendly software interface that optimises the payment process.
Health care providers that use Primary PatientCare report better customer service ratings, fewer later payments and increased insurance claim acceptance rates. For a limited time, we're offering our entire software suite with platinum access for only $200 a year. Enjoy access to features like a patient portal that integrates with your practice's website, automatic appeals and self-service bill pay.
We're offering this discounted bundle until December 15, 2021, so reach out to email@example.com today to schedule a free demo. If you act now, you'll gain complimentary access to 24/7 customer service for both patients and providers.
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