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An effective marketing letter is one that compels the reader to take action by visiting your website. In this article we are going to discuss how to construct an effective marketing letter, the sort of things it should say, why it should say them, and how we hope it will bring about the end action we are seeking; compelling the reader to visit your website to find out more. The keyword in that last sentence is COMPELLING!

However, it is time to get realistic. It is very unlikely that one marketing letter is actually going to be all that it takes to convince somebody to go and buy a product or service from your website without any further prompting. It can, and sometimes does happen, but that is in the minority. Nine times out of ten, the initial marketing letter is more to do with creating awareness; opening a door, or at least leaving the door ajar for further communication.

Think of your marketing letter as the first step in a campaign. You want to avoid coming off as the busybody sales person, the one who sees each new entry into the store as a commission check with legs, the one who comes up immediately and says “Hi, how ya doin’, what can help you with today?” The one who drives potential sales away because they didn’t let the customer have enough time to make up their own mind.

By saying that – or giving that impression – the damage has already been done. The customer feels under pressure, and they leave quickly. Left to their own devices, they may have wandered around, made some comparisons and chosen something.

Whomever the recipient of your marketing letter is, keep in mind that they don’t know you, you don’t know them, and your letter is one of thousands that they get each day. Give them something interesting to read, something immediately useful, and then give them a way to indicate interest (usually by clicking a link to a web site.)

Your marketing letter lives or dies on its content. If the tone is off, it gets deleted, pronto. If it’s done right, it will generate interest, and move fluidly to a call to action on the part of the reader.

Now, let’s break down the contents of an effective letter. It has an effective, attention grabbing headline, something that makes people click on it to go “Hey, what’s that?” An example of this is “How to lose weight and look terrible”. It breaks from the convention of standard weight loss articles, and promises an expose on diets or exercise. It makes you think. And click the link.

Next, your marketing letter needs a great intro; something that leads straight on from the attention grabbing headline, continues the excitement and interest, and outlines what it is they are going to read about in the main body of the letter/email.

For the rest of your marketing letter, avoid making outrageous claims. Exaggeration trips the skepticism meters. It sounds like you’re pulling their leg, or it sounds like you’re desperate. Even little things like “I know you’re not going to believe this…” undermine your credibility. Everyone who reads your marketing letter is as smart as you are, and they’ve been mass marketed to since the age of three. Go for interesting writing and honestly informative. Don’t make it sound like the greatest thing since sliced bread; it’s an internet product. It isn’t.

The last part of an effective marketing letter is the final call to action. You want to close up with a way for the reader to indicate interest in your product, or future messages from you. It’s not “Limited time only.” It’s not “Buy now…” it’s “Visit our web site to learn more about this product.” Your landing page should read like a continuation from the marketing letter. Good luck!

If your website is not making sales then your marketing letter is in need of a serious face-lift. Find out how you can create a high impact marketing letter every time in just under 20 minutes!

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