How to write a great canvassing letter

Looking through the Google Analytics stats for this blog, people searching for tips on writing canvassing letters are a pretty consistent source of traffic.

I've posted a few examples of good and bad flyers and letters in the past. Today, guest blogger and copywriter Gail Gibson, offers some tips on how you can put together a great sales letter.

"Do you find it difficult to put together content for a sales or promotional letter? You know you have a great service to offer, but how do you convince your potential customer to actually buy from you?

Think about the introductory letters or recent promotions you have mailed out – how much success have you achieved? Are you inspiring your reader enough to grab the phone and call you? Are you converting your reader into becoming a new customer?

Heard of AIDA? This concept first developed in the 1950's could prove to be the answer to your sales letter prayers. Developed as a sales and marketing tool, the acronym AIDA is a four step process; relevant and consistent (still) to all successful forms of communication. It is a process to generate a response each time you buy or sell.

The four steps are Attention, Interest, Desire, and Action.

1. Attention – Make an Impact

This sets the tone for your message. Think about how you attract customers. Do you inspire them enough to ask themselves this question - What's In It For Me (WIIFM)? Your aim is to encourage them to want to go further; to find out more. Grab attention in your introduction or as a strap line in your letter.

Today, due to competition and people having less time, it is much harder to keep your reader's attention. Make yours stand out and create a great first impression.

2. Interest – Build a Rapport

How long do you have to create interest? Between 5 and 15 seconds. Make your copy relevant and continue in the WIIFM style. Share the advantages or benefits of your product or service compared to your competitors. Make them want more – elicit an emotional response, “I want to own…” or “This can help me…” Be clear and point out what you can do for them.

3. Desire – Position Yourself

Such a powerful word meaning to yearn, to crave, and to need. Create a desire or need for your reader by demonstrating your uniqueness. Consider why they need your product or service, what sets you apart from other businesses, or how your business can make a difference to a customer. By doing this you will build trust and credibility, helping to grow and sustain your business.

4. Action – Ask for the Business

And finally, make it happen. Give your reader a clear call to action i.e. Call Now or Limited Offer. Make sure you provide simple and easy instructions about how to order, who to call, or where to email. Why? Because often we read but we don't act. Don't expect your reader to finish reading then automatically buy from you.

Remember - Narrow your Position to Broaden your Opportunities."

Gail Gibson
01793 762705
@gailgibson

Demonstrating uniqueness is often difficult in service industries like estate agency. We've blogged a few times on niches in the past and having a real differentiator certainly makes life easier.

This case study on how SEOmoz tuned up their landing page sales copy is a good read alongside Gail's post. It steps you through the process of learning why customers actually buy (or not!) - critical for improving all areas of sales and marketing.