Monday, February 15th, 2010
The world is truly a continuous work in progress. That is because it is estimated that every hour, a new business or company starts up, making up for already congested industries.
Different industries have different companies and you could be surprised how the number of firms is increasing through time. Thus, the competition is so intense that the consumers are already becoming too confused on how to pick the company they would transact with.
Through the years, many marketing and advertising firms have sprouted to help different companies get to their intended clients. Thus, there are numerous ads and marketing campaigns that circulate through all media portals. These services usually lead you to transacting with firms for your specific needs.
Sales letters are among these new marketing and advertising tools. Through the years, companies and consumers are starting to recognize the effectiveness and use of these marketing documents.
Sales letters
Because people always easily get bored with the conventional, companies must make sure their messages come across to prospective clients. Because there is too much going on in the media and to the working environment, ads and marketing strategies must be very creative enough to solicit attention.
Because people are starting to get tired of the usual media ads, they sometimes tend to neglect uninteresting promotional and marketing campaign materials. If that happens, then the message would not be communicated and the initiative would be futile.
Sales letters are like actual business letters, only that the nature and communication style is different. In sales letters, the writer tends to be too personal and talk to the readers as if they are long-time friends, or as if they generally share the same sentiments.
Surveys have found that letter readers normally pay attention to personal letters, especially those that can relate to their own and personal experiences. Sales letters initially establish that personal connection. Afterwards, they discreetly state their intention, which is to persuade you into buying a product or services.
The purpose of sales letters
Each type of letters has its own purpose. In the case of the sales letter, the purpose is to convince the reader to move and place an order or buy / subscribe products and services. In this regard, it can be asserted that sales letters are like sales talk with prospective clients.
If sales people find it challenging to convince people to buy products personally through short talks, it is more challenging persuading people to buy products through letters. But if the letters hit the right notes, the result is almost always clear: the reader would act to buy the product or service.
Thus, many marketing and ad firms are resorting to writing business letters because company clients also ask them to do so, considering the significant results of the marketing tools.
Sales letters purposely influence people’s minds and perceptions so these people can be ordered to buy the products. That is why it is important that sales letters be written effectively.
Writing sales letters
Considering the purpose, sales letters must be written in ways that would surely persuade readers. How could that be? By getting straight to the point and honest.
In writing sales letter, experts advise that you should bear the intended readers in mind while composing the content. Ask yourself, “Will this letter attract attention of readers?” If the answer to the question is yes, then proceed to another one, “How can I keep the readers engaged to the letter so they could absorb the persuasive message?”
To attract attention, use strong marketing words that surely create an appeal to readers. Create catchy and interesting subject headings. Keep the readers engaged by being straight to the point. Offer the best you could, like the benefits of buying the product.
Sales letters must not be too wordy. Assume that the readers are busy people who have better things to do and to attend to instead of spending a precious minute reading a letter. If the letter communicates a clear message in a minute or less, then it surely would be effective and would easily drive the reader to suggested action, which is simply to buy the product endorsed.
A sales letter is a contemporary sales and marketing tool. It is a material that facilitates a quick interaction and communication between you and the readers. Never let the opportunity pass. Be persuasive enough.
Mario Churchill
http://www.articlesbase.com/business-articles/an-introduction-to-sales-letters-117835.html
Technorati Tags: Advertising Firms, Advertising Tools, Business Letters, Campaign Materials, Communication Style, Connectio, Continuous Work, Different Companies, Documents Sales, Long Time Friends, Marketing Campaign, Marketing Campaigns, Marketing Strategies, Media Ads, New Marketing, Personal Experiences, Personal Letters, Prospective Clients, Sales Letters, Working Environment
Posted in letters | 2 Comments »
Monday, February 15th, 2010
Aside from your resume, writing a cover letter is a must as you apply for a job. When you express your interest for a certain position in a company, the first contact that you can make is by writing a cover letter. What use will the resume have if the formal communication is not passed on to the recruiting officer? The cover letter is in fact the provider of your chance to be invited to the office and be granted an interview.
The Real Deal in Writing a Cover Letter
Writing the cover letter will give enough insights in highlighting the qualifications you’ve got so that you will get the chance of landing the job you so want to get. Before an employer will take time to read your resume, he will firstly take a look at your cover letter. Indeed, writing the cover letter cannot be ignored. If your cover letter is not properly written, then the recruiting officer is likely to dump it and waste no interest on you at all. Such a tough job, right?
Writing a cover letter is the basic step which you have to take before you can even think of getting the job you have an eye on. Do not misconstrue the nature of a cover letter because it is not like any other of the personal letters which you are so acquainted of writing about such as the ones you send to your parents and pals. You should take note that writing a cover letter requires sufficient knowledge regarding the format and the construction of its content.
What You Need to Know Before Writing a Cover Letter
Before you deal with writing a cover letter, first research on the basics of the company you are interested in. Know its goals, the nature of the jobs therein, and the requirements asked from every applicant. Once you’ve gathered the necessary information on these things, you may now start on writing a cover letter.
In writing the body of your cover letter, you must be certain about what you say. You should note that facts must support every word you write therein. Do not mention the skills which are not even in your own personality. Put yourself on the part of the reader as always. Try making a draft and show it to your friends. It is important that you seek their opinion because they will likely help you realize the impact which your cover letter makes.
Likewise, gather your certificates. Recall the essential trainings and conventions which you had attended and which you deem will boost your qualifications. Highlight your skills and show that you can be efficient in the position you are applying for. It is important that you impress the employer but do not appear like you are boasting.
It is important that you remain polite and filled with gratitude as you write a cover letter. Most of the employers focus on the attitude gleaned from the cover letter you submit and it is the key to you getting invited for interview or examination. Know for certain that you will be the one who is going to be liable whether you be called for an interview or not. The success of your application depends on the type of cover letter you write.
Mario Churchill
http://www.articlesbase.com/resumes-articles/writing-an-excellent-cover-letter-a-sure-way-of-getting-the-job-you-want-99511.html
Technorati Tags: First Contact, Formal Communication, Goals, Insights, Job Express, Job Letter, knowledge, Letter Writing, Nature Jobs, Pals, Parents, Personal Letters, Real Deal, Recruiting Officer, Resume Letter, Resume Writing, Tough Job, Writing A Cover Letter
Posted in letter | 4 Comments »
Friday, February 12th, 2010
Dear Friend:
Don’t do it.
Don’t start your fundraising letters with “Dear Friend.”
After all, when was the last time you received a letter from
someone dear to you, addressing you as “Dear Friend?” Never,
right? The days of the Dear Friend letter are dead. So let’s
bury the Dear Friend letter together.
I heard recently of a chairman of the board of a national
charity who has given his charity millions of dollars and
hundreds of hours of his time, yet he still receives their
fundraising appeals addressing him as “Dear Friend.” Ouch.
Your fundraising letters are intended to make friends as well as
solicit funds. So don’t send form letters to make friends.
Friends write personal letters. Letters addressed to their
friends by name. My wife never sends me a letter that begins,
“Dear Friend.” Neither do my friends. And neither should you
when writing to your donors.
I realize that personalization costs more. I know that you save
money if you send everyone the same Dear Friend letter. You
don’t have to insert custom fields into your letter. You don’t
have to perform a time-consuming mail-merge. You don’t have to
match the addresses on your letters with the addresses on your
reply cards and mailing envelopes (assuming you are using
closed-face envelopes).
You can compare your costs for mailing a personalized letter
versus mailing a Dear Friend letter, and you’ll also find that
the Dear Friend letter is cheaper. But I’d like to suggest, and
so I will, that you are measuring the wrong thing.
Return on investment shouldn’t be your only criteria for
measuring the success of your fundraising letters. What about
donor loyalty? What about donor attrition? What about the
lifetime value of each donor? What about plain old courtesy?
Donors stop giving for any number of reasons, but at the top of
the list is feeling unappreciated. Think of that chairman of the
board that I mentioned a minute ago. Can’t you just hear him
saying to himself, as he receives yet another Dear Friend
appeal, “I have given this charity millions of dollars and
hundreds of hours of my time, and they treat me as though they
don’t even know my name”?
Yes, Dear Friend letters are expedient. But expedience is not
your only aim in running a successful fundraising letter
program. Robbing banks is also expedient, but it’s not right.
Using guilt as a motivator in your letters is also expedient. It
raises funds in the short term. But it’s not right. And starting
every letter with Dear Friend is more expedient than customizing
each letter, but it’s not the right thing to do.
You should bury the Dear Friend letter because it is impersonal
and rude. It alienates perfectly nice donors, people who will
continue to support your organization with their treasure, time
and talents if you will only treat them as partners and not as
automated bank machines. Addressing your donors by name makes
them feel special and appreciated.
At the Business Depot where I buy my office supplies, there is a
store clerk who always remembers my name. She serves hundreds of
customers. Yet when I approach the cash, she makes me feel like
I’m a special customer. I feel a little flattered every time.
Her name, by the way, is Allyson.
Specialists in customer service have long known that remembering
a customer’s name—and using it—is one of the most effective ways
(and free ways) to encourage repeat business, customer loyalty
and free word-of-mouth advertising. The same is just as true in
fundraising, although I have no empirical studies to back that
up.
Please don’t start your letters with Dear Friend. Donors take it
personally.
© 2005 Sharpe Copy Inc. You may reprint this
article online and in print provided the links remain live and
the content remains unaltered (including the “About the author”
message)
Alan Sharpe
http://www.articlesbase.com/direct-mail-articles/dear-friend-dont-start-your-nonforprofit-fundraising-letters-as-a-stranger-883.html
Technorati Tags: Addresses, Attrition, Chairman Of The Board, Dear Friend, Donors, Form Letters, Friend Don, Friends, Fundraising Appeals, Fundraising Letters, Lifetime Value, Loyalty, Mail Merge, Mailing Envelopes, National Charity, Personal Letters, Reply Cards, Return On Investment, Stranger, When Was The Last Time
Posted in letters | No Comments »
Thursday, October 15th, 2009
You’ll be encouraged to know that the art of writing effective
fundraising letters can be learned. I learned it. So can you.
Successful fundraising letters share a number of things in
common. Once you know what these things are, your letter is
already half-way written. Before I share what they are, let me
explain what I mean by a “successful” or “effective” fundraising
letter. I mean a letter that generates a gift, certainly, but I
also mean a letter that builds upon the relationship you have
with your supporters. You can easily craft a guilt-inducing
letter that brings in a donation for now but repels a donor
forever. Successful fundraising letters take the long-term
approach, knowing that donors need to be nurtured and educated
over time.
So here are some things that all successful fundraising letters
have in common. Include as many of them as you can in each
letter you write.
1. Is personal
Effective fundraising
letters sound as though they are written by a human being, not
an institution. Unlike grant proposals or special events, they
are person-to-person pieces of communication. With the exception
of a phone call, fundraising letters are the closest thing that
you can get to a face-to-face meeting with a donor.
2. Is conversational
Again, unlike grant
proposals and charity auctions, effective fundraising letters
read like a conversation (though admittedly a monologue) between
two people. Wouldn’t you agree that good letters involve the
reader? Like you, I believe that effective letters involve the
supporter in the message whenever possible without sounding
contrived.
3. Is addressed to a person by name
Don’t
send form letters to make friends. Friends don’t mail form
letters. They send personal letters. Letters addressed to their
friends by name. My wife never sends me a letter that begins,
“Dear Friend.” Neither do my friends. I realize that
personalization costs more. But personalization is the right
thing to do. And it boost response, which is a bonus you get for
doing the right thing.
4. Describes the case for support in human
terms
The best fundraising letters translate
institutional needs in terms of people, not programs,
remembering that people give to people to help people. So
instead of saying “we need $10,000 for our general fund,” a
savvy fundraising letter says “our soup kitchen aims to help
over 100 needy toddlers this Christmas Eve, and your gift today
will make that possible.”
5. Is donor-centred
The best-received
fundraising letters say “you” more than they say “we.” As Jeff
Brooks, senior creative director at the Domain Group, says,
“Donors are interested in you because of what you help them do.
You are their agent in their personal mission to make the world
better. That should be the topic of all your fundraising. Not
the inner workings of the organization. Not the accomplishments
of notable others. Not the need for raised consciousness or
philosophical buy-in.”
6. Asks for the gift
I’ve read letters
that were so high-pressure that I kept my donation in my pocket.
And I’ve read others that were so vague that I wasn’t sure if
the sender wanted my gift–or expected it. In the fundraising
profession, we say that if you don’t ask, you won’t receive.
Which is a true statement most of the time, because sometimes
you’ll receive gifts unsolicited. But with a fundraising letter,
you need to ask for a donation, and more than once in the
letter, if you expect to cover your costs.
7. Educates donors
The best fundraising
letters leave donors better-informed than they were before they
opened the envelope. They give donors more reasons to support
your cause by describing how your organization helps its
constituents, how a donor’s past gifts are changing lives, or in
other ways reinforcing your case for support.
8. Appeals to the heart
Donors give to
causes that win their hearts and their minds, usually in that
order. Good appeal letters stir feelings of compassion, mercy,
empathy, altruism and more so that the donor identifies with
your cause on more than a cerebral level.
© 2005 Sharpe Copy Inc. You may reprint this
article online and in print provided the links remain live and
the content remains unaltered (including the “About the author”
message)
Alan Sharpe
http://www.articlesbase.com/direct-mail-articles/successful-nonforprofit-fundraising-letters-share-eight-qualities-864.html
Technorati Tags: Charity Auctions, Charity Fundraising, Closest Thing, Dear Friend, Donors, Form Letters, Friends, Fundraising Letter, Fundraising Letters, Grant Proposals, Guilt, Mail Form, Monologue, Non Profit, Person By Name, Person To Person, Personal Letters, Phone Call, Relationship, Term Approach
Posted in letters | No Comments »
Monday, October 12th, 2009
The world is truly a continuous work in progress. That is because it is estimated that every hour, a new business or company starts up, making up for already congested industries.
Different industries have different companies and you could be surprised how the number of firms is increasing through time. Thus, the competition is so intense that the consumers are already becoming too confused on how to pick the company they would transact with.
Through the years, many marketing and advertising firms have sprouted to help different companies get to their intended clients. Thus, there are numerous ads and marketing campaigns that circulate through all media portals. These services usually lead you to transacting with firms for your specific needs. Sales letters are among these new marketing and advertising tools. Through the years, for more details visit to www.killer-sales-letters.com companies and consumers are starting to recognize the effectiveness and use of these marketing documents.
Sales letters
Because people always easily get bored with the conventional, companies must make sure their messages come across to prospective clients. Because there is too much going on in the media and to the working environment, ads and marketing strategies must be very creative enough to solicit attention. Because people are starting to get tired of the usual media ads, they sometimes tend to neglect uninteresting promotional and marketing campaign materials. If that happens, then the message would not be communicated and the initiative would be futile.
Sales letters are like actual business letters, only that the nature and communication style is different. In sales letters, the writer tends to be too personal and talk to the readers as if they are long-time friends, or as if they generally share the same sentiments. Surveys have found that letter readers normally pay attention to personal letters, especially those that can relate to their own and personal experiences. Sales letters initially establish that personal connection. Afterwards, they discreetly state their intention, which is to persuade you into buying a product or services.
The purpose of sales letters
Each type of letters has its own purpose. In the case of the sales letter, the purpose is to convince the reader to move and place an order or buy / subscribe products and services. In this regard, it can be asserted that sales letters are like sales talk with prospective clients. If sales people find it challenging to convince people to buy products personally through short talks, it is more challenging persuading people to buy products through letters. But if the letters hit the right notes, the result is almost always clear: the reader would act to buy the product or service. Thus, many marketing and ad firms are resorting to writing business letters because company clients also ask them to do so, considering the significant results of the marketing tools. Sales letters purposely influence people’s minds and perceptions so these people can be ordered to buy the products. That is why it is important that sales letters be written effectively.
Writing sales letters
Considering the purpose, sales letters must be written in ways that would surely persuade readers. How could that be? By getting straight to the point and honest.
In writing sales letter, experts advise that you should bear the intended readers in mind while composing the content. Ask yourself, “Will this letter attract attention of readers?” If the answer to the question is yes, then proceed to another one, “How can I keep the readers engaged to the letter so they could absorb the persuasive message?” To attract attention, use strong marketing words that surely create an appeal to readers. Create catchy and interesting subject headings. Keep the readers engaged by being straight to the point. Offer the best you could, for more details visit to www.web-sales-letter-supreme.com like the benefits of buying the product.
Sales letters must not be too wordy. Assume that the readers are busy people who have better things to do and to attend to instead of spending a precious minute reading a letter. If the letter communicates a clear message in a minute or less, then it surely would be effective and would easily drive the reader to suggested action, which is simply to buy the product endorsed.
A sales letter is a contemporary sales and marketing tool. It is a material that facilitates a quick interaction and communication between you and the readers. Never let the opportunity pass. Be persuasive enough.
Manbeer Singh
http://www.articlesbase.com/sales-articles/what-is-a-purpose-of-sales-letters-735425.html
Technorati Tags: Advertising Firms, Advertising Tools, Business Letters, Campaign Materials, Communication Style, Continuous Work, Different Companies, Documents Sales, Killer Sales Letters, Long Time Friends, Marketing Campaign, Marketing Campaigns, Marketing Strategies, Media Ads, New Marketing, Personal Experiences, Personal Letters, Prospective Clients, Work In Progress, Working Environment
Posted in letters | 28 Comments »