Marketing Solutions

Two of the least expensive marketing methods really work!

by June Van Klaveren

Many of my clients are small and mid-sized businesses with limited marketing budgets who are looking for the silver bullet in marketing. . .something they can do for little money that will bring in big returns. They talk about direct mail campaigns, buying mailing lists, placing ads and lots of other ideas. . .all of which have some merit.

But when it comes to low cost, high response, there are two strategies that seem to work in nearly any industry - letters and press releases. This month, we'll focus on letters. Next month, watch for the details about press releases.

Letters attract attention

With the frequency of email today, the written, personalized letter has become rare and, in doing so, has also become more effective. There are a couple of things to remember, however, when planning a letter campaign.

Use a formal letter format with date, inside address and salutation such as "Dear Jim." Avoid sending letters starting "Dear Customer" even though these may be cheaper and faster to do.
Outline your content before you begin.
Use a headline that describes the main benefit of the subject of the letter.
Carefully write the body of your letter, starting with the most important points first.
Include a call to action near the end of your letter. What do you want the reader to do after they read your letter? Call? Write? Visit your website?
Sign the letter! Granted, if you're mailing out thousands of letters, personally signing them won't be practical. But you can print your signature on the letter in a different color to make it look signed.
Have the address printed directly on the envelope instead of using adhesive mailing labels. Letters are more likely to be opened if they look personalized.