As a small business who is looking to market your company, you might consider sending out letters to businesses you would like to tout for. Lots of companies do this by sending a letter offering their services, usually at a discount.
Unfortunately, companies and individuals receive this type of letter all the time and they are likely to ignore it. This doesn’t mean that the idea was a bad one, just that you need to make sure that your prospective clients have a reason to open the letter, rather than just put it directly in the bin.
So what can you do to stand out?
Start with the Envelope
There is nothing wrong with a standard white envelope, but if you want to stand out, this simply won’t cut it. A better idea is to make your envelope stand out from all the other standard white envelopes. You could do this with colored envelopes to catch the eye, but another option is to purchase specialized envelopes.
People like to receive post that looks exciting so you can really go to town on your envelope. Go for unusual designs, make your color choices bold and even use details like string ties or hand written addresses. However, do make sure that all your design choices are within your branding guidelines for consistency.
Inside the Envelope
Once you have persuaded the recipient to open the envelope, you need to keep their attention. Instead of a basic corporate letter—which after the build up will only be disappointing—try using different techniques.
A brightly colored flyer could do the trick as it will stand out, continue the theme and provide all the information that you want to get across. Another idea might be to send out tickets to an event. This is a great way to intrigue people and persuade them to meet face to face. An event will certainly take a lot more organization, but if you start your correspondence in this exciting way, those who take you up might be more inclined to open future letters.
Be Clear with Your Intent
There is nothing worse than a letter that waffles on for several paragraphs before reaching a banal point. Communication is much faster these days and people have less time to spend trying to figure out what you want.
Instead, you need to be clear about why you have sent the letter and what you hope to achieve. For example, if you are looking to sign new clients, you should be clear within the first paragraph that you are offering your services and would like to set up a meeting. It might seem hasty, but actually, this method will yield responses from more serious potential clients and won’t waste your time with people who are intrigued but not ready to convert.
Paper correspondence has one main benefit over digital correspondence: you can create interest and intrigue relatively easily. In other words, the design is everything if you want the content to be read.
Photo by Annie Spratt
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