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Article Review
It never ceases to amaze me how many people still ask me "what should I
do?" when there is such a plethora of information on the internet. Below you will find an
article which serves as an example of the content quality found
on entrepreneur.com. The resources are so plentiful on entreprener.com you may feel
it is all you need. Recommended reading and recommended website for your restaurant
marketing plan.
2009: The Year of One-to-One Marketing
12/22/08 - 10:15 AM EST
By Kim T. Gordon of Entrepreneur.com
As we kick off 2009, one thing is crystal clear:
We're entering an entirely new era for marketers. Let's call this the year for building
relationships. Right now, prospects want to make every purchase a safe one. That means they'll rely
on companies or brands they know and trust.
Closing sales will require a stronger emphasis on tactics that let you relate to customers one to
one. And it's never been more important to craft a set of effective letters that you can customize
for individual prospects.
Writing a great letter takes a bit of time and know-how. Whether you use it to follow up a lead,
close a hot prospect or introduce your products and services, a well-crafted letter will be one of
your most powerful marketing tools in the new year.
These six rules will help you write letters that motivate your best prospects:
Rule 1. Set a Measurable Goal
Every
good letter must be written to make something happen. Focus on that goal before you begin, and
decide what your letter must contain to produce the desired result. Make reading your letter
worthwhile for your prospect, and it will reward you by advancing the sales process. If you're
sending letters just to provide prospects with more information, you're wasting your postage and
opportunity to move prospects to the next level.
Rule 2. Have a Strong Hook
Your letter has to immediately grab the reader's interest or it'll be discarded as junk mail.
Depending on the type of business you're in and what you're marketing, your hook can be a special
offer or a lead communicating a unique benefit. When your letter follows a phone call, highlight
the benefits your prospect desires in the first paragraph.
Rule 3. Convey a Unique Message
Have you ever received letters from competing companies with virtually identical offers? Chances
are you tossed them because you couldn't tell one company from the other. Take a look at one of
your old letters. If it could have been sent by any of your closest competitors, rethink your
approach. The message, pricing and offers contained in your letter must be unique to your business
and tie into your branding.
Rule 4. Keep the Reader in Mind
Imagine you were face to face with your prospect, reading your letter aloud. Would you be
comfortable, or would the tone be all wrong? Your letter is a one-to-one communication with a real
person. Don't come on too strong or overpromise. Use simple, direct language, not flowery prose or
impressive vocabulary. And because you won't really be face to face with your prospect, the look of
your letter alone must convey your professionalism, so double-check for errors.
Rule 5. Write About 'You the Customer'
Great letters are -- directed outward. That means they stress what "you the customer" will get and
not what "we the company" provide. Highlight benefits front and center, and use the body of your
letter to describe the features. Then summarize the key benefit once again, and close with a call
to action that gives the prospect a reason to move to the next step in your sales process.
Rule 6. Make Responding Easy
No matter what type of marketing letter you're writing, close by providing a clear and actionable
next step. In some cases, the responsibility for that action -- such as sending a written proposal
or contract -- will rest with you. When a special offer has been made, your letter should make it
quick and easy for the prospect to take advantage of it via phone, email and postal mail. The fewer
hurdles your prospect must jump, the more likely you are to close the
sale.
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