A simple and clear letter can turn a prospect into a client.
The key is to make it easy for readers to see what’s in it for them and make it easy for them to respond, says Michael Wickware, creative director of Wickware Communications Inc. in Toronto.
Follow these tips to help you create a letter that prospects can’t resist:
> Boldly go
Catch the reader’s attention with a bold opening sentence — in more ways than one.
The first sentence must point out quickly the reason for the letter, Wickware says. It should be in bold type so it stands out and grabs the reader’s attention as he or she skims the page.
“If you’re lucky enough to have someone even opening your letter they’re going to start by giving it a quick skim,” he says. “You’ve only got a second or two to grab their attention.”
> Write from the reader’s perspective
Frame the letter to focus on a prospect’s concerns — not your offering.
Extolling the latest ETF won’t grab a reader’s attention even if it’s the solution he or she needs, says Wickware. That bolded first sentence should present a problem the reader will recognize, such as wanting less market volatility or a desire to save on taxes. The letter should then focus on solutions to those issues.
> Get to the point
Keep your letter short and direct, or risk losing the reader’s attention.
The letter should fit on one page and be no more than 300-400 words in length, Wickware says. Use bullet points to organize your message.
Be careful that those bullet points list solutions — such as steady returns or a worry-free retirement — and not product features.
“You’re not talking about a certain investment style or a certain asset class,” Wickware says “It’s about solving those issues.”
> Be selective with add-ons
Send an article or brochure to compliment the letter. Just be careful not to over do it.
Don’t send every article you’ve ever written, says Rosemary Smyth, coach and owner of Rosemary Smyth and Associates in Victoria. Instead, include a brochure or article specially selected to catch the prospect’s attention.
You can also include a business card for the prospect to keep.
> Tell prospects what to do
Include a call to action at the end of the letter.
Instruct the reader to go to your website or to give you a call, says Smyth. Make sure your contact information is displayed clearly so the prospect can respond easily.
As well, if you intend to follow up, make it clear in the letter, says Smyth. Tell the reader you plan to call in the next week to see if her or she has any questions.
> PS: Include a postscript
A postscript is an extremely effective way to emphasize a point or a call to action.
“A PS will almost always be noticed and read even on a first skim,” says Wickware.
“It’s a great place to re-state the call to action.”
IE