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 relevant – as well as being specific, you also have to be relevant
- Keep your content concrete – avoid being abstract or esoteric as this makes your message too much like hard work to grasp
- Use real life examples or case studies – this gives the reader a chance to relate to the content, especially if they can identify shared needs or problems
- Make your writing interesting and easy to read – a well written letter is easier to read; proper grammar and punctuation are also helpful
- Keep it succinct – try to ovoid being overly verbose and keep it short and simple (remember, the aim is to make it easy to read)
- Don’t try to use marketing gimmicks and tricks – most people are clever enough to see through them and won’t be impressed
- Make sure there’s a clear call to action – your reader needs to know what action they need to take in order to communicate their interest
An effective approach letter shouldn’t have to rely on stunts or tricks. It should focus on its original purpose which should be communication. Keep it short, relevant and specific. Be informative and give the reader substance. Don’t expect that a particular style or tone will help to cover any deficiencies, it won’t. Using the tips above should help.
If you would like further help on how to develop approach letters or other communications please contact us