Sending Your Brochure Out Without A Sales Letter
This is one of the “dreaded sins.” You must NEVER send your brochure out without enclosing a sales letter.
And if you think a one or two line covering letter will do the trick – think again.
There’s a well known saying we use relating to this mistake…
‘Your brochure tells, your letter sells’
Sales letters are a key component of any brochure mailing. They provide an opportunity to make a personal pitch to the reader, and can help convince them to take a closer look at your product or service.
When writing a sales letter to accompany your brochure, there are a few things to keep in mind. First, make sure the letter is addressed to the specific recipient – generic salutations like “Dear Sir or Madam” will not create a good impression.
Second, keep the letter concise and to the point – you want the reader to be intrigued enough to read your brochure, not overwhelmed with information. Finally, focus on the benefits of your product or service – what will it do for the reader?
By following these tips, you can make sure your sales letter makes a good impression and encourages the reader to check out your brochure.
Brochures cost hundreds even thousands of pounds to produce. Most are written so badly they never ever cover their costs, but a good sales letter will often ‘save’ the brochure and generate a good profit for you.
And just in case you were wondering what you should do if you can’t afford a brochure…
Send a sales letter instead.