Cover letters and emails help put into context, and make relevant, appointment requests from direct marketers and salespeople - if written properly.
I have written and sent literally thousands of unique sales letters and emails in my career. I've learned a few tricks, however, that have increased readership and response rates. Let's delve into what might make a busy executive read past the first sentence.
Don't write one word until you walk in the prospect's shoes
Make their business yours before you write anything. It is astonishing how many sales and marketing people ignore this fundamental rule. Many presume that because they offer capabilities, the busy executive is obliged to read their letters or emails and make the time to get sold. From the many examples I've seen, the vast majority of sales letters do not challenge the prospect to stop and think: "This guy is on to something, I better get him in here to learn more!"
Your cover letter is like a "cold call" on paper (or in an Inbox). The goal of a cold call should be to qualify a need or desire in the context of how you can fulfill it.
What if your opening lines make the prospect begin to question their current methodologies and suppliers? I hesitate to use the word urgency but if your approach makes the prospect a little uncomfortable, that's okay, as long as they are starting to think in terms of how to improve their business - ideally with your help.
Respect and friendliness should come across in the tone, but such niceties carry no business imperative
Let's say you write a friendly sales letter all about your company's strengths and experience. Going even further, you point out some personal interest you have in the company, its products, or industry. If the prospect can spare a little time, he may politely invite you in for a "courtesy" visit. At the end of the meeting he thanks you and promises to "... keep you in mind should anything change".
I've been on a thousand appointments like that. Eventually, we might get our foot in the door, but meanwhile we remain hungry, while what we need is bottom-line results!
The ideal approach is to be friendly AND make the prospect think of business with you!
How do you do that?
Let's examine a couple of real-world before and after examples; one from a a full-service marketing agency and one from a commercial printer. (The names have been changed of course.)
We'll start with the marketing agency. This letter was written for a major national farm equipment financing division:
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Dear Richard,
I hope this letter finds you well.
I'm writing to introduce myself and my company XYZ Agency. We are a full-service marketing communications agency - an idea company, if you will - with expertise in agricultural and financial services marketing.
The reason for this letter is simply to ask if we could be of service to you and ABC Farm Equipment Credit with any of your marketing strategy and execution needs, particular in the area direct/relationship marketing.
At XYZ Agency, we understand the nuances of relationship marketing and the importance of cultivating profitable customer and prospect relationships through direct, personal communications. Some of our clients' most successful campaigns have been anchored by creative, high-impact, direct-touch executions that have engaged their target audiences in memorable ways.
Included with this letter are a few relevant case studies from one of our clients, BBB Sciences, a multi-national crop protection company. The included examples were designed to touch customers and prospects in a unique way and compel them to take action or engage with BBB's products and brand. They worked quite well, and the response rates were impressive. We hope you find them relevant and interesting.
Richard, we'd love the opportunity to put our thinking and creativity to work for you and ABC Farm Equipment Credit. I'll follow up with you in a few days to visit by phone and perhaps set up a time to meet in person if you are open to that. Again, I don't know if there is an opportunity to work together, but we sure would appreciate the chance to explore the possibility.
Thank you Richard, and very best regards.
Joe Friendly, XYZ Agency
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Enough already! It's friendly but where's the beef? Here's the "after" approach to the same prospect:
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Dear Richard,
I'd like to introduce myself and my firm but it would help to ask you a question first. How strong do you feel the results of your direct/relationship marketing campaigns were last year?
I'd like to speak with you and look at ways by which we could significantly improve those results over the next 12 months and beyond.
XYZ Agency is an idea company with proven expertise in agricultural and financial services marketing.
I've included a few relevant case studies from one of our clients, BBB Sciences. These examples were designed to move customers and prospects to take action or engage with our client's products and brand. The response rates for these clients exceeded all expectations!
Peter Smith from BBB says it best: "Client testimonial---"
Richard, we'd love the chance to put our thinking and creativity to work for ABC Farm Equipment Credit. I'll follow up with you in a few days to set up a time to meet in person. I look forward to bringing you some new direct response marketing ideas.
Thank you for your kind consideration.
Best regards,
Joe Friendly, XYZ Agency
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Notice how the first letter presumes that the prospect may want to grant an appointment to "explore". The second letter asks a question designed to elicit a relevant, qualified response. It then goes on to prove by testimonial how the agency can significantly help increase direct marketing response rates.
Our next real-world example is from a commercial printing company. Here's what they wrote for themselves:
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Dear Printing Manager,
SuperPrint, Inc. would like to save you money on print materials for your business.
We are a print management company that offers new solutions and a wide range of printing capabilities that will help improve your company's bottom line.
We offer solutions for all of your print requirements. SuperPrint, Inc. is a single source print supplier that uses its communications and print expertise to help you increase sales and market your company image.
As a print partner, SuperPrint offers value by providing the following benefits:
* Short Lead Time - Quick Turnaround
* Competitive Pricing - We are efficient and inexpensive
* Customer Service Excellence - Proven track record
* Diverse Print Capabilities - We manufacture a wide range of print products.
The real proof of our ability is our work. Call us today and let us quote on your next print project. You will immediately see the difference and the value in the way SuperPrint, Inc. does business. Our quality and service will bring you back for more!
For more information about SuperPrint, Inc and how we can take your business to the next level, visit us on the web site at www.superprintinc.com or contact us at (555) 555-5555.
We are looking forward to working on your next print project!
Sincerely,
Joe Friendly
President
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Okay, lots of capabilities - but all the other printers' marketing and websites say the same things. Here is the "after" letter for the printing company:
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Dear Printing Manager,
Did your printers miss any delivery dates last year?
Do your printers often give you reasons why your job will take longer or place limits on getting exactly the finished job you want?
How many "AA's" have you ended up paying for that cost you more than the quoted price of the job?
Think about this. Wouldn't it be great if you could get your materials to market faster and flawlessly, gaining a big lead over your competition? Would you like to work with a printer who answers "yes" when you ask "Can it be done?".
If any of these questions resonate, please let SuperPrint stop in and offer you some ideas for better graphics quality and an easier production process. You will then be able to:
- Get more out of your marketing budget.
- Speed your print to market.
- See better quality work
- Conquer any difficult printing challenge.
- Rest assured the job will be on time or ahead of schedule.
- Delight your customers and prospects (and your boss).
Let's meet for coffee or just a conversation. If we can improve your printing operation, we'll let you know how. If we can't, we'll say so and try to recommend another source we think could help you. Is that fair?
Call SuperPrint and experience the marketing advantage clients like ABC Company, LMN Industries and XYZ Incorporated enjoy with every job we deliver. We're standing by to help you too.
My very best,
Joe Friendly
President
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See how the "after" examples use questions to get the thought process started? Questions work because they engage. Don't fall into the trap of gushing your experience and capabilities all over the prospect.
I have experienced amazing new business success using the question - solution - proof approach to personalised letter and email writing. It works almost like magic, especially if your timing is good. Now, put yourself in your customers' shoes and start asking some good questions!