1. Before you start, decide what the objective of your mail shot is. Is it to collect leads, to make a direct sale or to provide information about your services to prospective or existing customers?

2. Who is your target audience? - Are they already familiar with your business or have they never heard from you before? What do you know about their needs and what objections could they raise?

3. If possible, segment your data into different groups and target mailers written differently to each section of your database.

4. Decide whether you can write the letter yourself, or whether you could employ the services of a marketing agency such as SO Marketing to do this for you.

5. Start writing your mailshot but focus on one key unique selling point or offer that you are trying to get across.

6. Work on an opening sentence and headline that will catch the reader’s attention.

7. Explain your offer or service: Why should they buy your product or service? Provide facts to counter any potential objections.

8. Be direct throughout, mention “you” and highlight issues you are confident they are already experiencing.

9. Use short sentences and keep everything clear, simple and convincing.

10. Format the mailshot as a very simple letter, not too fancy, no images where they are not necessary and check spelling and grammar.

11. End with a simple call to action to direct the reader to do what it is you want them to do. This could be visit a URL, call a number etc. but make sure whichever method you choose is trackable in some way.

12. Add a PS which restates your main point in a different way.

13. Proof read your letter and get someone else to proof read it too.

14. Use mail merging to personalise each reader's letter with their name and sign the letters, preferably by hand.

Find out more about how SO Marketing can help you with effective campaigns - call us today on 01538 750 538!

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