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WW II Battle-Tested Attention Grabbing Classics
Simple Sales Letters That Work
By Jennifer Reimer
horsesmouth Editorial Assistant
September 16, 2002 7:00 am ET
Particularly in times of crisis, people want to feel special—and the right letter can accomplish just that. Use these attention-grabbing classics, battle-tested during WWII, to throttle your prospecting efforts into high gear.
When was the last time you received a real letter? In today's rapidly paced, e-driven society, old-fashioned "snail mail" is threatening to go the way of the dinosaur. And while the demise of the perfume-scented, lipstick-sealed missive might have romantics wringing their hands, you should be pleased. These days, a clear and creative sales letter will really stand out—and help you boost your prospecting efforts, reconnect with old clients, solicit feedback on your services, and more.
Old letters, timeless advice
During World War II, many companies used creative letters to reach out to customers at a time of crisis. These letters achieved something that other types of marketing failed to accomplish: they made customers feel special. "People remember people who intentionally make them feel special," observes James P. Cecil, client relationship specialist and letter-writing guru.
For a look at the full text of these classics, visit The National Mail Order Association website, which has reproduced a portfolio of "20 Winning Letters" from 1942. Meanwhile, here's a review of some of the innovative techniques these letters used to capture and engage their audience:
Confront current conditions. Here's an excerpt from the first letter in the collection, addressed—in man-to-man style—from the superintendent of a locomotive parts manufacturing company to his employees:
"In our armed forces a man is awarded recognition for outstanding valor or exceptional deeds accomplished under fire. It is my regret that I cannot offer, on an occasion like this, something of this nature, and I doubt whether you men would accept it if it was offered; but I can say in behalf of the Company, our Country, in fact, for half of the world where free men live today, that the exceptional services such as you men have rendered are greatly appreciated." (To read more, click here.)
Acknowledging prevalent uncertainty and thanking recipients for their hard work—even in the face of national tragedy—this letter forges a bond of patriotism and fosters solidarity between fellow employees. For your purposes, the dramatic tone might be a little over the top. But you can similarly anticipate your clients' anxiety as they struggle with dismal, post-9/11 market conditions—and demonstrate how you can help guide them through tough times.
Personalize your message. In another clever letter, a clothier incorporated his clients' names and addresses into the text to grab their attention—a wise move. According to direct mail expert Martin Baird, the more specific your mailer, the better its chances of success. Always do your research and use as much personal information as you can.
Also, be as specific as possible about yourself and your services. Highlighting your area of expertise—retirement planning, college savings, estate planning, or whatever your specialty might be—helps you distinguish yourself from other advisors and their generic mailers.
Try a little artistic flair. Several of NMOA's winning letters used illustrations, cartoons, pictures, maps, or other graphic designs to enhance their letters. One advertising agency used a catchy drawing of a squirrel storing away acorns for the winter to remind clients of the value of investing in advertising, even while business is booming. While elaborate art can never compensate for the lack of a clear message, clever illustrations and graphics can reinforce your message and memorably convey your personality, or that of your firm.
Be optimistic, but realistic. There's no place for pessimism in your letter, advises Dr. Donald Moine, a sales and marketing psychologist. But don't overdo your optimism, either—prospects won't respond to a Pollyanna. A letter from the American Nature Association enthusiastically encouraged readers to find peace in the beauty of the natural world, yet didn't diminish or overlook the seriousness of the political climate. Likewise, you can reaffirm your belief in America, corporate governance, or something equally general, while staying away from overly optimistic or pessimistic judgments on specifics—like which stocks are hot or which funds to watch.
Make every word count. Every successful letter used strong language, clearing stating its message and emphasizing the value of its readers' patronage. But don't worry; you don't have to be Shakespeare to write well. In fact, the best letters were usually the simplest.
Brevity is the soul of wit. If you've convinced your reader to open your mailing, you've already accomplished something. But be aware that your readers will put it right back down—typically within five seconds—if you fail to capture their attention. One way to hook your reader is to keep your message short. One manufacturing company used a mere six sentences in three short paragraphs. And a follow-up letter featuring a humorous illustration, simply stated the company's dedication to customer service and humbly asked for feedback.
Tell stories. If you've ever been to a power lunch or business dinner, you know the impact of a well-told story. If you can frame your letter as a story, you're more likely to hold your readers' attention. In fact, Daryl Logullo, a marketing strategist, advises letter writers to "write like you speak. Be personal, casual, and upbeat, and don't be afraid of your own tone. No legalese!" This garment label manufacturing company demonstrated its value by sharing its tale in a casual, conversational tone. But beware of spinning a yarn too lengthy or too elaborate—you don't want to risk losing your readers' interest.
Show some style. Don't be afraid to show your style to clients, former clients, or prospects. Pepper your piece with metaphors, similes, rich imagery, and strong verbs. Logullo also advocates the use of contractions and plenty of exclamation points in any sales letter. A company based out of Phoenix used the Navajo pictograms for "journey" and "good omen" to invite clients to trek down to their office. Another used handwritten copy to make its letters seem more intimate. While you can't expect your assistant to ink out 500 letters in her best cursive, try experimenting with a font that adds some aesthetic flair to your language.
Make 'em laugh. If you can get your reader to crack a smile or chuckle, he's more likely to remember your name. Choctaw Culvert & Machinery Co. described its difficult position—struggling to keep up with customer orders while manufacturing for the war effort—using a popular, humorous saying. Of course, wit and a little silliness can enhance your client relationships—but all joking aside, you want to ensure that your business message is clear. And always follow the rules of business etiquette when using humor.
Call to action. "A sales letter should never be free-standing," says Dr. Moine. Every letter should contain a clear call to action. You might invite readers into your office, offer a portfolio review or second opinion, or encourage them to attend a seminar or event. This advertising agency encouraged recipients to call its office for additional information and assistance. Here's a trick: Never let your readers think you've told them everything they need to know in your letter.
Devising your strategy
OK, now you're inspired. What next? Focus on your strategy—how and why you are going to use your sales letter.
Today, most direct mail campaigns fail because advisors don't implement them correctly, Baird observes. A good sales letter should make a connection with the reader by linking its message with attention-grabbing devices. Cecil stuffed one mailer with tiny plastic pigs, opening his letter with the sentence, "Selecting a financial advisor is often like selecting a pig in a poke—you really don't know what you've got until you get home." And it worked—his mailing had an 82% return rate. Armed with some creative inspiration from the examples above, as well as a solid marketing strategy, you can use innovative letters to:
Make initial contact with prospects. Begin by targeting your audience. Whether addressing the tough-minded guys working the iron forge or the wealthy patrons of an upscale clothing designer, a successful letter reveals a clear understanding of its potential audience. "You should know your target better than you know yourself," says Baird. Avoid being generic at all costs. Incidentally, the most widely read part of any letter, other than the headline, is the "P.S.," notes Moine. Use a "P.S." to alert prospects to an upcoming seminar, a free portfolio review, or another special offer.
Follow up after a meeting or seminar. According to recent stats, the average person receives over 3,000 marketing messages a day—your prospects' mailboxes are flooded with direct mail. The lesson? Always follow up. Failing to do so is both "counterproductive and wasteful," according to Cecil. "Once is not enough! If you only send one letter, you are demonstrating to that person that you don't care about them."
Re-connect with clients or former clients. Even if you haven't heard from a client lately, consider sending out another well-wrought letter to reopen communication. Repeated letters or mailers not only increase your chances of response, but also demonstrate to your reader that you're serious about serving them.
Solicit feedback on service. While you're at it, ask for suggestions on improving your direct mail marketing. Changing different elements of your mailing—copy style, font, envelope, or type of paper, for example—can often improve your results.
Ask why a prospect declined your offer. Remember that a clever sales letter can be enhanced by effective presentation. The average person decides in less than a second whether or not to open a piece of mail, which means that readers will be looking for immediate clues—reasons to open it or toss it into the trash. One trick is to use invitation-sized envelopes instead of the generic, business-sized ones. Consider hand-addressing them—or at least using an eye-catching font.
Connect with other professionals. Other advisors can also help you strategize and implement your direct mailing by providing you with a response list (list of customers from another company or firm). You can ask for advice on pulling together the other two types of direct mailing lists, the house list (your firm's list of clients), and the complied list (perhaps pulled from the Yellow Pages or other source).
Other tips
Talk it out. Think of your sales letter or mailer as a dialogue with your client. Ask questions; share thoughts and fears. Don't bore your audience with a lengthy speech.
Look at it as a sales presentation. If you lack confidence in your ability to scheme creatively, approach a direct mail project as you would a dynamic sales presentation. You might even take a winning sales presentation and put it into print. The key is to present yourself and your message in a way that can be readily understood.
Do your homework. It's not robbery to steal a great idea, Cecil coaches. In fact, he's stolen many of his intelligent letter-writing ideas from books. He advises using an Internet search engine, such as Google, to find examples of sales letters on the Web. He also recommends Robert Collier's Letter Book and Ray Considine's The Great Brain Robbery for anyone looking to do research on letter writing. Logullo counsels rifling through the archive sections of trade magazine websites. Do a keyword search for "marketing," "public relations," or "sales letters" and find out what others in the industry are doing.
Ask others to read your drafts. Don't worry about your first draft, Moine advises. Concentrate on brainstorming ideas, and don't fuss over grammar. Then, turn your draft over to your spouse, friend, or colleague outside the industry. If they can't understand it, neither will your clients.
Pay attention to the final touches. You've written a stellar letter and chosen a unique envelope—but you still need to consider stamps. Never use your office's mail meter for postage. Choose colorful, interesting stamps. Logullo uses many stamps in different increments in order to grab his readers' attention.
For additional assistance with your mail marketing, visit The Direct Marketing Association's website.
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