- Attract – first attract your reader’s attention.
- Interest – arouse your reader’s interest early.
- Desire – create desire for what you’re selling.
- Convince – convince readers that it’s in their interests to take up your offer, suggestion or invitation.
- Action – make it clear how readers should act and what they need to do.
Follow these basic guidelines to help you write an effective, call-to-action letter for your customers:
Write for easy reading
- Use short sentences and paragraphs.
- Grab the reader’s attention early.
- Spell out what the major benefit/offer is at the top of the first page. Repeat this on the second page towards the close of the letter.
- Use legible typefaces.
Personalise your letter
- Personalised direct mail is the strongest form of direct mail.
- Make sure recipients’ names are spelt correctly.
- Don’t be over familiar or too casual.
- If, for any reason, you can’t fully personalise your letters, you can use a default greeting. For example – Dear Customer, Member, Reader, Gardener.
Involve the reader
- Tell them exactly what they will get by accepting your offer. Explain what readers will miss if they don’t act.
- Whenever possible emphasise that what you say is true with relevant proof and customer testimonials.
- Be scrupulously honest – too many companies and advertisers tell their customers the truth as they would like it to be.
Ask for action
- Ask for action now, and explain clearly what readers need to do to take up your offer.
- Make it easy for readers to respond. Show electronic and postal addresses clearly. Including a FreePost™ or an International Business Reply™ envelope makes it easy for customers to respond or send orders. And you only pay when it’s used.
P.S. Use a post script (p.s.)
- A p.s. is often the first part of the actual letter to be read. Use it to reinforce key points such as the offer itself, any major benefits as well as time limits.
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