Words have power and the written word is still a powerful tool for small businesses. Whether using a postcard, a letter, or a direct mail package, written communications have an impact beyond the initial contact. For that reason, it is important for any small business to make the most of every communication it has with a current, future or past client.
Susanna K. Hutcheson is a nationally known communications consultant who has compiled a list of suggestions she thinks will have a positive impact on any small business communications program.
Use A Name Susanna believes it is very important to use a name whenever possible. When that is not possible, she suggests at least relating the salutation to the audience for whom your letter is intended. For instance:
- Dear Computer User
- Dear Executive
- Dear Real Estate Agent
Next, insure the letter has an exact date and a salutation. Remember to indent paragraphs. Keep paragraphs short and don't worry if the sentences are incomplete. This is a selling tool, plain and simple. So use sentences such as: "You're not writing to win an award for grammar. This is not literature you're creating."
Lead To A Conclusion John Rafferty, a well-known New York City promotion writer and author, tries to create a rhythm to his prose that also leads the reader to a positive conclusion and action.
He stresses the need to "get the reader to think the way you want him or her to think by creating a pattern of conclusions. Get the readers to nod his/her head "Yes" as Step One leads to Step Two that leads to Step Three and eventually to the purchase of your product or service."
Hutcheson encourages clients to "write the way you talk." She also believes in using simple words. "Don't try to impress the reader with your vocabulary. If you do, you'll probably make him or her angry instead," she adds.
Both Rafferty and Hutcheson believe that the best way to write a letter is to act as if you're one of the people to whom you're writing. Like many great copywriters, they believe in making people hear the words in their head as they read. For that reason, they suggest that you "Write to yourself. What would you react to if you were getting the letter rather than sending it?"
Break up Copy Break up the copy with ever-so-short one or two sentence paragraphs.
That last sentence is a great example.
When you can, use a P.S.; it's what people read first. And if you can, handwrite the P.S., and make what you say in it very important.
Always use type that looks like the old typewriter type. Use type with feet. It's easier on the eyes. It's warmer. People like it.
Finally, make an offer. Give the reader a reason to get back to you.
Offer the reader a free brochure, a manual or a gift. Some readers will respond because of the "real" offer. But there is a percentage that will respond ONLY if you give them a premium. For them, use your second-stage mailing to make the sale.
Susanna K. Hutcheson can be reached at. http://www.powerwriting.com. Her email address is
