23 November 2005

Finance offers

One of the most important items in a mail pack is the letter. This is also the item that is either most overlooked or creates the most dispute. The temptation is always to very briefly summarise the mailer, use bullet points and avoid adding anything new. I would bet my mortgage that even in the industrial/construction sectors long copy works better than short. Making a strong case, addressing the prospect directly and using any info that's relevant to their sector or situation helps to engage the reader. The result might mean fewer leads but those leads will be of a better quality and more will convert to sales.
 
by David Patrick
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