I collect direct mail letters. They are a valuable source of information about the state of the craft. Each letter tells me about the company, organization, and service employing direct mail for sales and contributions.
Nearly all have problems. A lot are pathetic. A few are so bad that, after the initial shock and the cry of “What the hell?!?”, I have to laugh that the letter saw the light of day. I can think of one recent letter for a new magazine “by” a well know Food Network star that completely misses. After reading it, I can say my wallet and checkbook are very safe in my pocket. No reason for me to subscribe even thought this cook is one of my favorites on the network.
Too bad the energy was not invested employing a writer who knows how to write effective sales letters.
An effective sales letter is more than just good grammar and active voice. There is structure that leads the prospect to the order device. This structure motivates the reader to get out his pen and credit card, or turn on his computer and go to the web site, or click on a link, or dial the phone and order the product or service.
An effective letter lifts the financials of a nonprofit through the contributions it generates. The letter helps the homeless, the starving, the subsistence farmer, and the kids and moms endangered by poor living conditions.
An effective letter can protect the dolphin and whale and white seal pup.
But it can only exist if the writer has the knowledge, skills, and experience to produce the letter.
And yes, I am blowing my own horn.
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