As a general rule, a marketing letter is:
What do conservative people say?
- Addressed to a specific person by name and title;
- Brief, short, and direct—seldom more than one page;
- Intriguing, never boring;
- Written by you, never canned;
- Tailored to the audience;
- Warm and personal, not cold and analytical; and
- Infused with energy, excitement, and enthusiasm.
Some conservative businesspeople resist writing "sales letters." They say, "That's fine for salespeople, but it really wouldn't work for me. I'm an accountant (or a lawyer or an engineer . . . or whatever) and we're very conservative."
That's true. Some businesspeople are conservative, but not all of them. If you're an executive or a professional, all this means is that you have to tone down your sales letter to meet your market. You have to tailor your approach to your recipient (choose the right appeal).
There are at least five kinds of letters:
When you draft your thoughts, think about who will receive them. A doctor? A lawyer? A union steward?
If you're conservative, you can still use a marketing letter, but cool it off to match your audience. It's still a sales letter, because it's selling, but it's a subtle soft-sell. It's less obvious, but it's loaded with benefits for the reader.
As you page through this collection, you'll find examples of soft-sell letters that any professional could feel comfortable sending.