If there is one thing business professionals hear frequently, its "Learn how to craft the perfect sales letter." What they didn't tell you is how to properly do it. That's probably because they didn't know know how to write a compelling sales letter without selling anything. Yes, you read that correctly. The best sales letters do not sell anything. Why? Because consumers hate that. Be honest. How much do you like it when you receive contact from someone trying to talk to you out of your money? I'm assuming you don't have much patience for them. Remember that when crafting your own sales letters.
Instead, write your letters as though you are trying to help them with a need as opposed to selling something. Recognize, that means making no mention of your prices or direct mention of your service. Instead, identify something the prospect is doing and mention how you may be able to help them do it more efficiently. For example, "I noticed you host many fashion shows to publicize your designs. Based on the work I've done for x company , I believe I can help you reach out to the community faster and more effectively. Would you like to chat sometime in the near future?"
Writing in this way does several things. A.) Personalizes the letter so the readers see that you took the time to know them B.) Identifies your credentials C. Suggests a course of action without being too pushy.
Potential clients tend to respond favorably to letters formatted this way because you treat them like people as opposed to another sales figure. Most importantly, it gives the impression that you care by identifying a need and offering to fix it. And who wouldn't want to work with someone who actually cares?
We all know creating meaningful relationships is definitely a big help when it comes to building and maintaining a business. It's the customer relations that keep them coming. Luckily, showing clients that you care is as easy as logging into your Outlook Calendar (or purchasing a planner if you're old school). Why do you need a planner or calendar? - To pencil in special milestones and events in your clients' life, of course! They really appreciate it when business becomes more than just contracts and the exchange of cash. Letting them know that you remember their accomplishments says a lot.
Believe it or not, getting the information isn't as hard as you may think. All you need to do is pay attention! People love to talk about themselves. I'm sure if you listen closely enough it will only be a matter of time till that client mentions her high school reunion coming up, an anniversary, daughter's graduation etc. As soon as you hear it, schedule a reminder to follow up on the date via email or card. Show sincere interest. Not only will they be impressed that you remembered, the gesture might nab you a loyal customer and a few referrals.