Category Archives: Direct Mail

Sales letter basics

The letter is usually the first thing that your prospect will read, even in you accompany it with a brochure.  You need to make it relevant.

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Get your prospect approach communication right

The key to writing an effective and compelling approach letter or email is to focus on good communication. Keep your letter specific – avoid being too vague or over-generalising as you may fail to engage your audience Make sure your letter is … Continue reading

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Write a winning sales letter

Direct mail can be extremely effective but companies waste thousands of pounds sending out inappropriate material to their existing and potential customers.  Here are some tips to make sure that you are increasing the value of your own communications. First … Continue reading

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Don’t use 50 words when 10 will do

Sometimes we are guilty of bombarding our prospects with information that they have no interest in. Ask yourself: Is what you are telling them what YOU want them to know or is it what THEY need to know?

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Getting the subject line right in your email campaigns

There’s a lot to consider when you’re planning a subject line for your marketing campaigns.  They convey important information that helps the recipient to decide whether or not to open your email.  They can support or damage your brand image … Continue reading

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“Sorry they don’t work here anymore, in fact they left two years ago…”

How embarrassing would this be when you are making a sales call? Your list is THE most important tool you own for prospecting.  If this isn’t up to date then everything else will fall apart around it. List fundamentals are … Continue reading

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Don’t confuse your offer, have one clear and consistent message

Have you ever tried to listen to two conversations simultaneously? You might be able to hear them, but can you really listen and process the information? It’s hard to do, isn’t it? So why is it that some businesses try … Continue reading

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The light bulb moment – when what you offer becomes clear to your prospects!

Professional services are intangible; they don’t have a defined shape or physical characteristics and no intrinsic colour, texture or flavour. More importantly, they don’t have a set of clear expectations which come with them. The actual composition of a service … Continue reading

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As postage costs rise today, should you continue to send letters?

Today sees UK first class postage prices increase to a whopping 46p for a standard first class letter.  As email marketing becomes increasingly popular, many businesses no longer send direct mail through the post. So why should you continue to … Continue reading

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If people want to unsubscribe, let them…

This is a bit of a ranting post but it does carry a valid message.  Respect people’s privacy and don’t assume that because you’re sending something they want to receive it!

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