Once upon a time, sales letters were one of the most popular methods that companies used to sell their products or services. The act of writing a good sales letter became an absolute art form, as they were as common back then as spam emails are now.
But just like spam emails now, the general public became so used to them that they switched off, and they lost their effectiveness. Especially with the introduction of competing mediums such as radio, TV, and the internet.
What’s old is new again…
Funnily enough, sales letters have made a big comeback of late. With very good reason. These days it’s all about capitalising on human curiosity.
Think about it. When was the last time you received a letter that wasn’t a bill, or from a government department?
These days, when someone receives a letter, it’s irresistible. We receive so few of them, that we can’t help ourselves. We have to open it to see what’s inside.
What this means for businesses who use sales letters is that you instantly have your target markets full attention, and your message is in right there in their hands, moments before it’s also in their head.
Old School pricing…
Unlike TV, radio, and even social media advertising, the cost is WAY cheap. There’s paper, envelopes, and stamps. That’s it. For the clever operators out there, you’d also go to the expense of paying a professional copywriter to craft the sales letter for you. But even after that, it’s still one of the cheapest, and most effective forms of targeted marketing there is.
Do your research…
If you take the time to work out exactly who is in the market for your services and products, and send letters only to them, your conversion rate on a sales letter exercise can be significant.
Keen to hear more about sales letters?
I’m blowing my own trumpet here, but I’m great at sales letters. If you have any queries about them, drop me a line here and I’ll be only too happy to share my knowledge with you.